Comedian Stewart Lee has criticised the growing expectation for performers to maintain a social media presence, calling it “hideous” and revealing pressure to create viral content to sell tickets. The 58-year-old, who has avoided platforms like TikTok and Instagram, said a marketing team member urged him to make videos for his latest show, Stewart Lee vs The Man-Wulf.
Lee told the Guardian he considered filming himself in a wolf costume but could not bring himself to do it. “Sometimes work benefits from an air of mystery; I don’t want people to know who I am in detail,” he said. He added: “We’re at a real crossroads. The worst people on earth control the means of communication.”
His comments echo those of Ted Lasso star Nick Mohammed, who described the situation as “a mess”. Mohammed said his former US agency listed follower counts on client pages, calling it “terrifying” but understandable from a business perspective. “If you don’t have the TikTok or Instagram followers, you’re not going to get seen,” he said.
Some comedians have successfully built online followings before securing TV roles. Al Nash landed a spot on SNL UK after amassing 100 million video views, while Jack Shep started on TikTok before appearing in Channel 4’s Big Boys. Munya Chawawa was told by executives: “If you had 30,000 followers, maybe we’d talk to you.” He described online presence as a “powerful engine” for gaining attention from commissioners.
