NextUp's Sarah Henley is optimistic...

Despite the massive popularity of comedy there are still challenges in the industry today. Particularly how hard-working comedians can earn a living and do what they love. It’s great that someone like Bo Burnham can go from YouTube recordings to sell-out shows, but giving comedy away for free online isn’t sustainable for most comics. 

Where does the future of comedy lie? Will there be a dearth of diversity as only the ‘panel-show’-worthy survive? Or will breakthrough comedians catering to a wider range of tastes find their audience with the launch of new online comedy platforms?

I predict that niche online streaming services such as NextUp Comedy, which I founded, will draw in new audiences who wouldn’t previously have considered themselves ‘comedy fans’. The online space doesn’t have the same barriers to entry as traditional comedy clubs which have had a reputation as stomping grounds for groups of ‘lads’ and stag dos.

Watching comedy online is more flexible - you can do it in your own time, wearing just your pants (if that’s what you like to do), and risk taking a punt on someone new without the humiliation of walking out of the room. You might just discover a new favourite who you’re desperate to see in person - as a result the ability to stream comedy will bring bigger and more wide ranging audiences into live comedy venues.

Online video also provides greater longevity of individual shows for comedians. Imagine writing a full hour of carefully crafted material only to have it disappear after a month in Edinburgh. With much easier access to great camera equipment, when their shows are captured and preserved, new comedians will have a better chance of building an audience of fans, creating a new revenue stream, and developing a long-term comedy career.

With greater career chances for new comedians we’ll see a broader range of comedy. There is no one carefully curating what you watch online – the internet caters to all tastes. Giving airtime to a new ‘out there’ comedian in a club can be a risky move, and this caution has also been playing out on TV, where jokes that are considered potentially offensive or borderline are being edited out.

Legendary comic George Carlin once said: ‘I think it's the duty of the comedian to find out where the line is drawn and cross it deliberately.’ A lot of people yearn for comedy that pushes boundaries. We see it time and time again, with comedians like Bill Hicks and Frankie Boyle; pushing the boundaries of what is acceptable helps people laugh at the harsh realities of life.

By establishing online comedy as a major platform, viewers will have a choice over what comedy they watch and comedians can be their true, unedited selves. Hopefully, this will contribute to a new golden age of comedy, where creativity and diversity are highly-valued.

Live comedy will always have a special place in the nation’s heart.  As comedians like Michael McIntyre are filling huge arenas, comics may well become the headline acts at big arts-focussed festivals like Glastonbury. Festivals like Latitude and Bestival already have dedicated comedy tents with big names programmed.

While the idea of a specialist comedy festival, in the same way we have music festivals (in fields with tents etc), may not quite work, I think the dominance of comedy at mixed arts festivals like the Edinburgh Fringe will lead to more cities hosting comedy festivals - utilising pubs, clubs and libraries as venues.

We already see this happening with examples like Brighton and the Camden Fringe, which, although only 10 per cent of the size of Edinburgh, have the potential to grow significantly. Then there are other places that could serve as great city-venues – Bristol, for example.

Technology will help comedians spread their material further, but it could also change the very nature of their acts. Using props, sound and lighting, comedians already transport viewers into different worlds, whether it’s a childhood flashback or a surreal post-apocalyptic sketch. As virtual reality, artificial intelligence and augmented reality become cheaper and more accessible, I can imagine comedians using these technologies to transport audiences even further into their weird and wonderful minds.

I am optimistic that, rather than technology having a negative impact,  comedians will use technology to further engage their audience, find new fans, mix things up a little, and continue to serve an important purpose in culture and society. And the way things have been going recently, we’re going to need them.

•  Sarah Henley is co-founder of NextUp, a worldwide subscription video-on-demand platform specialising in stand-up. Comedians are supported through a 50/50 revenue share model. If you’re a comedian interested in being on NextUp, please get in touch.

Published: 26 Jul 2018