UK comedy gets its first national body as CRAFT launches to fund, sustain, and professionalise the sector
PRESS RELEASE — EMBARGOED UNTIL MARCH 6, 00:01
Cross-party political backing and major industry support signals a landmark moment for UK comedy.
British comedy is a national institution and one of our greatest cultural assets. Yet reinvestment in the sector is not proportionate to the value it creates.
Comedy reflects, connects, heals, and says the things no one else will. The sector is made up of thousands of SMEs, who significantly contribute to the creative economy, tourism, and exports, while also delivering measurable public health benefits. Despite keeping us laughing through crises, shaping culture, and generating billions in revenue and millions in taxes annually, it is largely misunderstood that comedy is missing from government and institution policy and investment. This systemic issue is widespread across the sector and is unsustainable in a post-COVID, AI-accelerated economy, particularly for grassroots talent and businesses.
Today, that changes.
CRAFT (Comedy Representation & Artform Trust) launches as the UK’s first dedicated national body to support the entire comedy industry ecosystem—spanning live, broadcast, recorded, digital, visual/illustrative, and the surrounding businesses—and the public they serve. With rare cross-party political support—Dame Caroline Dinenage MP, Samantha Niblett MP, and Dr Simon Opher MP—CRAFT is building the infrastructure necessary to treat comedy as a primary standalone artform—long afforded to other major industries, including music, theatre, and sport.
Comedian Actor Tom Walker (Jonathan Pie) is the first industry patron, with the founding board and advisors spanning young professionals and experts across comedy, entertainment, arts organisations, technology, business and policy. The CRAFT team looks forward to serving the industry and is passionate to ensure comedy thrives as a vital force in Britain’s cultural, social, and economic life. This includes strengthening access for audiences and communities, to entertain and help us be happier—British laughter is the best medicine the world needs more of.
More industry founding patrons to be announced in the coming weeks.
The Comedy Levy: reinvesting in the industry's future, kickstarted by the Comedy Top 100 donation drive
CRAFT is a Charitable Incorporated Organisation (CIO in formation). CRAFT's flagship funding model — the Comedy Levy — is ready to receive donations from today and will channel revenue directly back into the comedy ecosystem: grassroots development, community health and wellbeing, public affairs and policy, professional standards, freedom of artistic expression, and research and innovation.
To kickstart the Comedy Levy, CRAFT is calling on the public and top donors to participate in a ‘Comedy Top 100’ donation drive—the donations page opens from Friday 6 March (00:01).
For more information and to meet the full founding team, explore CRAFT’s website.
Quick Links
Press Quotes
Founding Comedy Patron
Tom Walker — Actor, Comedian (Jonathan Pie), Producer, Writer; said
“Comedy, especially stand-up comedy can be a lonely existence. There is very little support, mentorship and almost zero funding. There are also a few sharks out there making money whilst asking comedians to do gigs for next to no money at all.
Comedy is an important, vital part of our culture and arts scene. I am amazed that comedy has no formal recognition and is not considered an artform. This means there is little help for individual artists but more importantly comedy venues, which are often the lifeblood of a thriving arts scene. And yet so many venues are under threat as they are not considered arts venues. This is something that needs to change. To have CRAFT specifically address these and other issues facing the industry will be a boon to many in comedy.
Over the last year I have been involved with a comedy community health project. Just one of the many ways that comedy can improve lives. It’s good for comedy talent— and it’s good for the wider public’s wellbeing. It’s also good for the public purse, where creative health and social prescribing schemes can deliver up to £8.56 for every £1 invested. This is exactly the sort of thing that CRAFT is here to support.“
Founding Political Patrons
Dame Caroline Dinenage, Conservative MP for Gosport • Chair Culture, Media & Sport Committee • Co-Chair Creative Health APPG; said
“The UK’s creative industries are a national asset, including the comedy industry. CRAFT is a timely initiative that offers institutions and policymakers a practical partner on standards, evidence, and sustainable investment, with a clear mechanism for reinvestment through the Comedy Levy. I welcome CRAFT’s focus on professionalisation, creator protection and long-term resilience for comedy across the ecosystem.”
Samantha Niblett, Labour MP for South Derbyshire • Chair Diversity & Inclusion in STEM APPG • Member Science, Innovation and Technology Committee, said
“Comedy is not a niche, it's a serious economic engine—driving billions across ticket sales, streaming revenues and tourism, and supporting thousands of small, tech-enabled creative businesses across the UK. It’s also a major part of our culture and how communities stay connected. CRAFT gives the sector a clear, accountable partner that government and institutions can work with to strengthen opportunity, improve working conditions, and direct investment where it has the greatest impact—through mechanisms like the Comedy Levy and the National Membership Registry I’m proud to support CRAFT at launch and to back its mission to professionalise, protect, and promote this vital industry—ensuring comedy has a seat at the table in the decisions that shape our cultural, digital, and economic future.”
Dr Simon Opher MBE, Labour MP for Gloucestershire • Chair Creative Health APPG and Beyond Pills APPG • GP Doctor, said
“CRAFT is the kind of sector infrastructure comedy has lacked for too long. It provides a practical partner that governments and institutions can work with on standards, evidence, and sustainable investment, including reinvestment mechanisms such as the Comedy Levy. Laughter brings people together, cuts through division, and has measurable health benefits that can reduce pressure on the NHS. As a GP and Chair of the Health APPG, I see first-hand how creativity and connection can transform outcomes for people who are lonely, anxious, or managing long-term conditions. Comedy has a unique role to play—improving mental health, tackling isolation, and giving people a safe way to process difficult experiences. I welcome CRAFT’s launch and strongly support its mission to professionalise, protect, and promote this vital industry—ensuring comedy has a seat at the table in shaping our cultural future and its growing role in creative healthcare.”
CRAFT Team
Lu Jackson, CRAFT Founder and Chair; Founder CEO of Craic and Craic Health
“From court jesters to Shakespeare, to Fleabag and beyond, Britain has always been a world leader in comedy. The sector generates billions in revenue and millions in taxes annually, but, for decades, reinvestment has not been proportional to the value it creates. This systemic failure does not serve the public interest and is no longer sustainable for the sector, in an AI-accelerated world. In every crisis, comedy shows up. When comedy is in crisis, who shows up for it? That’s why CRAFT has launched—and why we’re demanding more for an industry that has been treated as “just entertainment” for too long. We’re demanding more for the British public and audiences too—laughter helps us connect and improves wellbeing in an increasingly disconnected and chaotic society.
There is huge upside to supporting comedy—economically, socially, culturally, and in healthcare. But upside doesn’t realise itself without policy and systems. We need policy that makes change possible, and policy that enables research and development to be tracked properly. That’s why I’ve spent over four years following the trail: meeting the comedy industry, local and national leaders, institutions, and policymakers, and repeatedly raising the gaps I could see. When I describe the problems facing comedy—from small grassroots realities to large systemic failures—people in and out of the sector are genuinely surprised. The biggest names and brands create the illusion that the whole sector is fine. It isn’t. The “GOATs” are visible; the underlying ecosystem is not. The CRAFT team looks forward to supporting the sector and working with government and institutions at every level.
We look forward to the first Ministerial roundtable on comedy, Monday March 9. The industry isn’t asking for special treatment. It’s asking for the basics: formal cultural recognition of comedy as an artform and a standalone sector, and a fair share of the investment already flowing into other industries, like music, theatre, and sport. Since its formation, no one appointed to the Creative Industry Council is a comedy-specific expert. Downstream this means ‘comedy’ is not visible in a single key report, including the Creative Industry Sector Plan; or consultations, including Copyright and AI. If comedy is systemically excluded from the top creative industry meetings or reports, consultations and policy—the industry, the economy, and the British public are missing out. If the creative arts prides itself on being inclusive, comedy can’t be the exception. CRAFT will ensure comedy is included hereafter.”
Rupert Majendie — CRAFT Comedy Advisor Chief Creative Director at Baby Cow Productions, said
“I support CRAFT because comedy deserves the same infrastructure, representation, and professional support as every other major artform.”
Ish Kalia — CRAFT Comedy Advisor; BAFTA Award-Winning Executive Comedy Producer, said
“British comedy talent is world-class, but the support system around it is fragile. We’ve been running on grit and goodwill for too long. If we want a thriving industry, we need funding and mandates: a levy that supports grassroots growth, essential skills pathways, and serious backing for discovery and exports. CRAFT establishes the foundation we require: sector-led, results-driven, and prepared to invest, ensuring the next wave of comedy talent doesn’t have to run on fumes.”
Jake Jefferson — CRAFT Trustee; Founder and CCO at Creative Wave Entertainment • Comedy Club Manager & Talent Booker, said
“Comedy is one of the most influential art forms in the world, it’s time we treated it like one. We owe it to the artists and the audiences to build an industry that’s fair, safe, and sustainable.”
Lynne Parker BCAa — CRAFT Comedy Advisor; Founder and Chief Executive Funny Women CIC, said
“I have been part of the comedy industry since 2002 and the evolution has been seismic with the advent of social media and life-changing events like Brexit, Covid and conflict. Culture is a reflection of society and comedy tells a story of humanity and truth like no other artform. It's honest, informative, and even brutal. Humour is vital to all media from books to stage and screen, and we don't have comedy without tragedy. Why would we not include it in the rich tapestry of our everyday lives and interactions? We make a difference whatever we do - giving or receiving.“
Ro Dodgson (they/them)—CRAFT Comedy Advisor; Comedian and Writer, said
“As an emerging stand-up comedian, the comedy scene has already given me so much. Comedy is a way to gain a sense of myself, discuss gender identity, autism and disability, while also entertaining comedy club crowds. I’ve received mentorship and advice from some truly amazing people, but most emerging talent doesn’t have that opportunity. Advising CRAFT is a genuinely exciting way to represent emerging talent and build systems to sustain comedy as a home for diversity.”
Dr Sam Beale — CRAFT Comedy Advisor; Comedy academic & researcher • Live comedy director & writer • Educator & facilitator, said
“The contemporary UK comedy industry faces numerous challenges and opportunities. As a body representing comedy practitioners working in every part of this complex ecosystem and advocating the potential health and community cohesion impacts of comedy for audiences and wider communities, CRAFT is an incredibly exciting and important initiative.”
Emmett Steed-Mundin, CRAFT Healthcare Advisor; Director of Clinical Services at Nuffield Health • RN DipHE • Governor at the Charterhouse; Ex-King Edward VII's Hospital, said
“In healthcare we understand the profound impact that human connection has on wellbeing. Comedy plays a unique and vital role in our culture, bringing people together and challenges ideas in ways few other art forms can. At a time when resilience, perspective and community matter more than ever, comedy must be recognised, supported and safeguarded as a powerful and essential art form"
Jack Gamble, CRAFT Creative Industries Advisor; Director and CEO of Campaign For The Arts, said
“Comedy makes all of our lives better. It is an absolutely essential part of the arts, of the cultural life of this country, and of being human. It deserves proper recognition, consideration and support.”
Neil Ross, CRAFT Policy Advisor; Industry Chair, Labour Digital, said
“CRAFT is a hugely welcome step for the comedy industry which brings joy, connection and real mental health benefits to communities across the UK. Comedy isn’t a ‘nice-to-have’ — it’s part of how we cope, heal and belong, and it deserves the same serious infrastructure as other art forms. Labour Digital’s research shows that the practical applications of tech to foster connection and help people address everyday challenges, like poor mental health or isolation are where the public sees the most important benefits. I’m particularly pleased to see this focus embedded in how CRAFT wants to support the comedy industry.”
Supporters
Justine Simons OBE, Deputy Mayor for Culture and the Creative Industries, said
“London is the culture capital of the world and comedy is one of our most distinctive and influential cultural exports. The launch of CRAFT adds a new voice to the sector, helping to champion performers, producers and venues, and ensuring the industry receives the recognition and support it deserves, as we continue to build a better London for everyone.”
Keith Palmer MBE, Founder/Director The Comedy School, said
“Lu Jackson has spent years advocating for the Comedy industry across all levels of government, institutions, and organisations. It's good to see we're starting to make progress with the government, but a huge amount of work remains to be done to help the industry thrive. CRAFT can be a solution.”
CRAFT Overview
Charity Status
CRAFT is a Charitable Incorporated Organisation (CIO in formation), with the Charity Commission of England and Wales. CRAFT can accept private and public (restricted or unrestricted) donations eligible for Gift Aid from UK taxpayers and tax relief for donors who are US taxpayers. This is made possible through CRAFT’s charity partner, while awaiting CIO registration designation. Every pound raised will be tracked, reported, and published, with the transparency the industry deserves.
CRAFT’s Five Pillars
The Five Pillars support comedy where it is the primary artform, spanning the entire ecosystem.
Artform, Access & Grassroots Development
Community Health & Wellbeing Delivery
Standards, Safeguarding & Accountability (Public Register Certification)
Public Affairs, Policy & Representation (Freedom of Artistic Expression + Inclusion)
Research, Education & Innovation
Comedy can't afford to wait
CRAFT is launching at a defining moment for the industry. AI is rapidly changing audience behaviour and displacing the secondary income streams (voiceover, scriptwriting, research) that keeps live comedy afloat. Meanwhile, ‘mental ill health costs English society £300 billion every year, similar to the estimated impact of COVID-19 on the UK economy in 2020’. Social prescribing schemes rooted in creative participation ‘return up to £8.56 for every £1 invested’.
Comedy’s capacity to build connection and support mental health remains almost entirely untapped at a policy level. CRAFT is well aware of this potential, and will support and fund comedy practitioners dedicated to improving community wellbeing across Britain, in line with its “Community Health and Wellbeing” strategic aim. This also supports live comedy, by providing new opportunities for talent.
References
1. Centre for Mental Health, commissioned by the NHS Confederation’s Mental Health Network (2024)
2. National Academy for Social Prescribing (NASP), Commissioned by NHS England
Building the infrastructure comedy deserves
From launch, CRAFT will deliver:
A National Comedy Membership Registry: uniting comedy professionals and businesses around shared standards of fair pay, accountability and fair practice.
The Comedy Levy: a reinvestment model sustaining and growing the entire comedy ecosystem (live, broadcast, digital and beyond)
Policy representation: a formal voice in the national decisions that shape comedy's future.
About CRAFT
CRAFT — the Comedy Representation & Artform Trust — is the UK's first independent, sector-led national body dedicated to funding, protecting and professionalising the comedy industry. Established as a Charitable Incorporated Organisation (CIO in formation), CRAFT's mandate spans policy representation, professional standards and safeguarding, sector funding, and national coordination. Its flagship funding model, the Comedy Levy, channels reinvestment across the comedy ecosystem — live, broadcast, digital and beyond.
Office of CRAFT
Aba Amihyia - CRAFT Communications Advisor • press@thecraft.lol
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