Hans Ulrich Obrist has been a staunch supporter of the Los Angeles maestro of Conceptualism John Baldessari from early on in his career. For these conversations, the artist and curator were joined by, among others, the Uruguayan artist and author Alejandro Cesarco, a friend and previous public interlocutor of Baldessari´s. Baldessari himself offers readers insight into the motives and semiotics of his multimedia work and his life as an artist, always expressing himself with precision and with wit. A recurrent topic throughout these discussions is the interaction of text and image (on which so much of Baldessari´s work leans), and issues such as the museum as institution, idea archives and unrealized projects, and on his career, exhibitions and retrospectives of the past few years.