With the aim of expanding its reach in the live comedy market, AEG Presents has appointed Georgie Donnelly in the newly created position head of comedy.

AEG said Donnelly will be tasked with “exponentially growing” its live comedy market share. Her first project will be overseeing the UK debut of comedy festival Just For Laughs. The event will take place at The O2 arena (cap. 20,000) from 2-5 March 2023.

A four-day pass-based festival, Just For Laughs London will include solo shows, live podcast recordings, in conversations and cast panels, involving international acts.

Donnelly joins AEG Presents from Moment House where she served as head of comedy & podcasts. Prior to that she was responsible for booking and representing comedy acts internationally as an agent at United Talent Agency, and while at Kilimanjaro Live she established its comedy department.

She said, “I am so excited to be expanding the live comedy aspect of [AEG Presents] and look forward to bringing some of the biggest stars and events in global comedy to the UK.

AEG Presents CEO Steve Homer said, “Georgie is immersed in the comedy world and has incredible experience booking and running tours and shows across multiple comedic genres. It’s an area AEG Presents is increasingly taking up residence and with Just for Laughs, as well as the arrival of Georgie to this newly created role, our plan is to really accelerate our comedic footprint.”

It is the second major appointment by he promoter and venue operator in weeks, with it having recently hired former Royal Albert Hall artistic director Lucy Noble as its inaugural artistic director.