_Art Basel and UBS launch a five-part film series unpacking how value, emotion, and change shape today’s art economy_
Decoding the Art Market brings together leading voices – including gallerists, economists, artists, and journalists – to offer informed perspectives on a system that is often seen as opaque. 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.
Episode 1 asks the most fundamental question: ‘What is the art market?’ Global in reach yet guided by its own rules, the market operates across a two-tier structure of primary and secondary sales, with galleries, auction houses, and collectors at its core.
Scarcity and subjectivity make pricing unique; data and expertise matter, but emotion still drives purchases. Featuring Jeffrey Deitch, Noah Horowitz, Paul Donovan, Amy Cappellazzo, Michelangelo Pistoletto, and more, the episode charts the market’s growth from a niche circle of buyers to a worldwide industry – and shows how digital platforms and shifting generational tastes are rewriting the playbook.
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
Subtitles: Subtext Berlin
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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