A group of the UK’s best-known cultural figures have launched what insiders are calling a “cool, creator-led” alternative to Dragons’ Den, aiming to discover and support the next generation of young entrepreneurs across TikTok and social platforms.
The new company, 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 companies in the UK and Europe.
Instead of pitching in boardrooms, founders are being discovered online, with TikTok expected to play a central role in finding and highlighting talent. The goal is to connect high-growth startups with both funding and cultural reach – a combination the group believes is more impactful than traditional funding alone.
The Artists Collective typically invests between £50,000 and £300,000 at seed and Series A stages, focusing on sectors such as AI, B2B software, cybersecurity, fintech, healthtech and media.
Unlike traditional angel syndicates, the model combines capital with access to audiences, partnerships and commercial launches. Participating artists support portfolio companies through their networks and not through short-term advertising support.
An industry source said: “This is a business investment for the TikTok generation, less suits and spreadsheets, more cultural relevance. For the right founder, a household name can open doors that money alone can’t.”
Although the public launch is new, the collective has already quietly backed around 20 early-stage tech companies. The group is expected to complete further investments worth up to £300,000 per company.
One of his first deals saw Whitehall become the public face of Seat Unique, a premium ticketing platform, highlighting how celebrity engagement can be leveraged to accelerate growth.
The structure can be compared to artist- and athlete-led investments in the US, where the likes of Serena Williams and LeBron James have built significant wealth by backing startups early on and remaining closely involved.
The Artists Collective was founded by Fergus and Ruari Bell, founders of The Players Fund, which already works with top athletes on venture investments. The collective is part of this larger ecosystem and invests alongside a network of sports and entertainment personalities.
Ruari Bell, managing partner of The Artists Collective, said: “Artists want a trusted home to invest together, learn together and support founders where it matters. It’s about long-term collaboration, not loud advertising. Our aim is to let the results speak for themselves.”
The group has invested alongside established venture firms such as Andreessen Horowitz, Accel, SV Angel and Seedcamp.
The launch underscores a broader shift in early-stage financing. As younger founders build an audience alongside products, investors who understand culture, distribution and awareness become just as valuable as traditional angels.
