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.