An artist-led investment collective backed by some of the UK’s most recognisable names in entertainment has launched, with a focus on quietly backing early-stage tech businesses and offering founders more than just capital.
The Artists Collective brings together musicians, actors and TV talent who are looking to invest collaboratively, learn from one another and use their networks in a more strategic way. Founding members include Maya Jama, Roman Kemp, Daniel Kaluuya and Jack Whitehall.
Behind the initiative are Fergus and Ruari Bell, who previously launched the athlete-focused investment firm The Players Fund. That model has encouraged sports stars to diversify into startup investing, with investors including Jessica Ennis-Hill, Ben Stokes and Stuart Broad.
The Players Fund ecosystem now underpins The Artists Collective, following the recent launch of a startup accelerator in partnership with Como 1907. The same infrastructure supports artists investing through the collective, with individual investments sitting within each artist’s personal portfolio and fund management handled by The Players Fund team.
Since launching, The Artists Collective has already invested in more than 20 startups at Seed and Series A stage, typically writing cheques between £50,000 and £300,000. Its focus areas include AI, software, cybersecurity, fintech, health and media.
Ruari Bell, managing partner at The Artists Collective, said the goal is to give artists a trusted home to invest together while supporting founders in practical ways. Rather than chasing headlines, the collective aims to focus on long-term outcomes, pairing capital with targeted introductions, hiring support and partnerships when they matter most.
Among its early investments is Seat Unique, where Jack Whitehall later became an ambassador. The portfolio also includes AI translation platform Palabra, oral health brand Gutology and wellness business Lowlu.
Fergus Bell said the collective builds on a belief proven in sport: that capital combined with the right access can outperform cheque size alone. By bringing artists and athletes into the same investment orbit, The Artists Collective aims to turn influence, networks and timing into tangible results for founders.
