Liam Pape

‘It’s like the Olympics of performing’ says Los Angeles-based comedian Greta Titelman on the Fringe’s reputation over the pond. ‘It’s a big honour – but you will likely have a mental breakdown at some point during your run.’ Like over 350 US-based acts this year, Greta has opted to spend August in Scotland’s capital at the largest arts festival in the world. With just over 3,500 shows in total at this year’s Fringe, Americans are well over-represented. But appeals to them about the Fringe? ‘My show is about sex, and luckily, you people have sex too’ ‘I have been working on my hour for years and I feel finally mentally and emotionally prepared to absolutely stun the masses of Edinburgh’ says Greta.

Every August, thousands of comedians make the pilgrimage to Scotland for the Edinburgh Festival Fringe. By the end of the month, those who manage to stand out in this crowded field (and it is a very crowded field) might have Live at the Apollo or Netflix calling, or maybe even a sitcom commission. But this year, with performers facing hefty registration fees, rent more expensive than a luxury foreign holiday and exorbitant marketing campaigns, all in the midst of a cost of living crisis, more and more are asking: has the Fringe lost its edge? As the festival kicks off for its 75th year, comedian Vittorio Angelone says its culture seems to have changed.

Bella Hull started standup six years ago. Back then, she lived in fear of a bad set being uploaded to YouTube, where a shaky camera and lacklustre crowd might stain any Google search of her forever. Now, due to the rise of video ‘reels’, popularised by TikTok, Instagram and YouTube during the pandemic, for Bella and other digital savvy comedians, creating online video is a necessity for reaching fresh, young, and more global audiences. Bella has been publishing funny short-form videos in portrait (AKA TikTok reels) for one year and has amassed over 888k likes on the platform. Jacob Hawley on TikTok (jacobhawley) For a lot of circuit comedians, lockdown forced them to put down the microphone and pick up their smartphone.