The Dragons’ Den of the TikTok generation as UK stars launch a new launch bag
Britain’s most recognized culture group has launched what insiders describe as a “cool, creator-led approach” to replace Dragons’ Den, which aims to expose and empower the next generation of young entrepreneurs through TikTok and social media.
The new venture, The Artists Collective, includes Maya Jama, Jack Whitehall, Roman Kemp, Daniel Kaluuya and Tom Grennan, who have pooled their personal funds to invest in UK and European ventures.
Instead of going into boardrooms, innovators will be found online, and TikTok is expected to play a key role in finding and showcasing talent. The aim is to connect high-growth startups with both funding and cultural access, a combination that the group believes is more powerful than traditional finance alone.
Artist Collective typically invests between £50,000 and £300,000 at the 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 audience access, relationships and commercial introductions. Participating artists support portfolio companies through their networks in lieu of short-term advertising endorsements.
An industry source said: “This is business investment for the TikTok generation, little suits and spreadsheets, more cultural compatibility. For the right founder, having a household name attached can open doors that money alone can’t.”
While the public launch is new, the cluster has already quietly supported 20 early stage technology businesses. The group is understood to be finalizing further investments of up to £300,000 per company.
One of its earliest deals saw Whitehall become the public face of Seat Unique, the premium ticket platform, showing how celebrity involvement can be used selectively to accelerate growth.
The structure has drawn comparisons to investments led by American artists and athletes, where figures such as Serena Williams and LeBron James have built enormous fortunes by backing early startups and staying close.
The Artist Collective was founded by Fergus and Ruari Bell, founders of The Players Fund, which already works with elite athletes in investing. The group lives within that broader ecosystem, investing alongside the sports and entertainment network.
Ruari Bell, managing partner at The Artists Collective, said: “Artists want a trusted home that will invest together, learn together and support creators where it matters. This is about long-term collaboration, not big promotion. We aim to let the results speak for themselves.”
The group has co-invested with established companies including Andreessen Horowitz, Accel, SV Angel and Seedcamp.
The launch highlights a broader shift in early stage funding. As young innovators build audiences alongside products, investors who understand culture, distribution and attention become as valuable as traditional angels.
