Who Is the Art Market Guy? Meet Artscapy’s Álvaro Almería

On a podcast, Emilia De Stasio, co-founder and COO of Artscapy, described art as “the only asset class that yields twice: in your wallet and on your walls.” This quote captures the dual value of art as both a financial and cultural investment. Building on this basic principle, joining the team as the new Director of Growth is Álvaro Almería, popularly known on Instagram as @theartmarketguy. Almería has built a community of over 225,000 followers by breaking down the art market dynamics, sharing artists who are on the rise and translating complex market trends into accessible insights. 

“It's all about understanding why certain artists take off, tracking their trajectory through concrete data, historical context, and market mechanisms. In short: I use artists as a lens to make sense of how the art market really works”, Almería says. We sat down with him to discuss his journey so far, why he decided to join Artscapy and his outlook on the future of this exciting, new chapter. 

To begin with, we would love to hear about Frame & Flame - what’s the story behind the company and what inspired you to launch it?

After selling my previous business, a marketing agency, I was eager to start a personal brand. All the accounts I had created before in the art world were faceless, so I wanted to do something different and build a strong distribution channel into the art market. 

This is how Frame & Flame was born, which is my newsletter, delivered three times a week, focused on two core areas:

1 - Exclusive off-market deals:

Each issue introduces a piece that’s not publicly available yet, giving my audience priority access. This serves as a unique lead magnet and creates real value for collectors looking for hidden opportunities.

2 - Market playbooks:

Rather than simply reporting news, I dissect market events, trends, or specific scenarios and turn them into actionable playbooks. It’s about helping collectors leverage market conditions strategically, interpreting news instead of just relaying it.

My goal is always to go deeper, reveal hidden connections, and uncover the logic behind market movements.

What motivated you to work with Artscapy?

The work with Artscapy emerged naturally because our goals align deeply. I first connected with Alessandro (Artscapy’s co-founder) in October 2024. We clicked immediately because of our shared vision of what the art market can be if we combine smart distribution with smart product development. 

Artscapy has the foundation; my job is scaling it and deepening the value delivered to collectors.

Are there any upcoming projects you are particularly excited about that could directly benefit Artscapy users?

1- Collector’s Launchpad: Micro-funds allowing users to replicate thematic collections and strategies, making art investment simpler, more approachable, and scalable.

2 - Liquidity project: Streamlining and accelerating the buying/selling process, enhancing market liquidity, and ultimately driving collector satisfaction.

Why do you feel this is the right moment, given the current art market, to join the team?

I joined Artscapy because it's the smartest toolset for modern art collecting.

Right now, the market needs clarity and liquidity more than ever. A smarter collector is emerging, someone who demands better tools, data, and streamlined resources. Artscapy addresses exactly this need, centralising critical resources that empower informed and efficient collecting.

Together, our goal is straightforward: enhance liquidity, and prove that art can indeed be as liquid and transparent as any traditional asset, and yes, it can still look amazing on your walls.