Abstract
The Example of recently established cooperation between National Library of Serbia and Endowment of Milan Mladenović (Yugoslav poet and musician from the last decades of 20th century) shows a model of joining traditional heritage institution and a private endowment in the area of cultural heritage protection. Attention is paid to the ways of memorialisation and musealisation of personalities and phenomenons of the past in the domain of “popular” culture. The more active role of traditional institutions in “discovering” heritage is needed; as well as action towards coverage of wider range of non-traditional cultural creations.
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