A group of Britain’s most recognisable cultural figures has launched what insiders describe as a “cool, creator-led” alternative to Dragons’ Den, aiming to uncover and back the next generation of young entrepreneurs through TikTok and social platforms.
The new venture, The Artists Collective, brings together Maya Jama, Jack Whitehall, Roman Kemp, Daniel Kaluuya and Tom Grennan, who have pooled their personal capital to invest in early-stage UK and European businesses.
Rather than pitching in boardrooms, founders will be discovered online, with TikTok expected to play a central role in sourcing and spotlighting talent. The aim is to connect high-growth startups with both funding and cultural reach, a combination the group believes is more powerful than traditional finance alone.
The Artists Collective typically invests between £50,000 and £300,000 at Seed and Series A stage, focusing on sectors including AI, B2B software, cybersecurity, fintech, healthtech and media.
Unlike traditional angel syndicates, the model pairs capital with access to audiences, partnerships and commercial introductions. Participating artists support portfolio companies through their networks rather than short-term promotional endorsements.
An industry source said: “This is business investment for the TikTok generation, less suits and spreadsheets, more cultural relevance. For the right founder, having a household name attached can unlock doors money alone can’t.”
While the public launch is new, the collective has already quietly backed around 20 early-stage technology businesses. The group is understood to be finalising further investments worth up to £300,000 per company.
One of its early deals saw Whitehall become the public face of Seat Unique, a premium ticketing platform, illustrating how celebrity involvement can be used selectively to accelerate growth.
The structure has drawn comparisons with US artist- and athlete-led investing, where figures such as Serena Williams and LeBron James have built substantial wealth by backing startups early and staying closely involved.
The Artists Collective was established by Fergus and Ruari Bell, founders of The Players Fund, which already works with elite athletes on venture investing. The collective sits within that wider ecosystem, investing alongside a network of sports and entertainment figures.
Ruari Bell, managing partner at The Artists Collective, said: “Artists want a trusted home to invest together, learn together and support founders where it actually counts. This is about long-term collaboration, not loud promotion. We aim to let the results speak for themselves.”
The group has co-invested alongside established venture firms including Andreessen Horowitz, Accel, SV Angel and Seedcamp.
The launch highlights a wider shift in early-stage funding. As younger founders build audiences alongside products, investors who understand culture, distribution and attention are becoming as valuable as traditional angels.
Read more:
It’s Dragons’ Den for the TikTok generation as Britain’s biggest stars back young founders
