_In the third episode, Art Basel and UBS explore what drives collectors – from passion and purpose to legacy and long-term value_
Collecting art is one of humanity’s oldest instincts – an act of curiosity, connection, and care. Episode 3 of Decoding the Art Market looks at how and why people collect art, tracing the journey from a first encounter with art to the creation of a lasting legacy. Whether motivated by love of beauty, a desire to support artists, or the wish to fill the gaps of art history, every collection tells a personal story.
Featuring Pamela Joyner, Jeff Magid, Amy Cappallazzo, among others, the episode unpacks how collectors begin, grow, and sustain their collections, and the pivotal role that galleries, advisors, passion, and knowledge play along the way. In the end, this episode reminds us that collecting isn’t only about owning art – it’s about the life one builds around it.
Decoding the Art Market
Created by Art Basel in partnership with Global Lead Partner UBS
The art market can appear opaque, driven by its own codes and conventions. Yet it is also a space of exchange, creativity, and evolving possibilities. Decoding the Art Market is a five-part film series that shines a light on this complex system, with leading art world voices – including gallerists, economists, artists, and journalists – sharing their perspectives. Designed for both new and established collectors, the series traces how value is created, what drives transactions, and how the market continues to evolve in a global and digital era.
Producer/Director Johnny Nghiem
Director of Photography An Nguyen
Post-Producer Philipp Weinrich
Lead Editor Julia Love
Assistant Editors Sara Herrlander, Johnny Nghiem
Motion Designer Aljoscha Höhborn
Colorist An Nguyen
Sound Recordist/Mix Roi Rico
Title Design Mitchell Gillies
Production Company Soft Launch
Executive Producer Jordan Leech
Creative Directors Akiel Gallina & Elena Feijoo
Art Basel
Head of Editorial Dr. Jeni Fulton
Senior Editor Alicia Reuter
Senior Creative Strategist Caitlin Britton
UBS
Project Manager Brand Activation, Sponsorship & Events International Culture Sarah Edelmann-Norton
Special thanks to Hayley Jones, Founder, Rose Social
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