Session 1: Why the laughter economy matters

We kicked off the Business of Comedy Conference with an energising and insight-packed keynote that dove into one of the most underestimated forces in today’s marketplace: the Laughter Economy. From packed comedy festivals to brand-backed humour campaigns, comedic content is shaping buying decisions, audience engagement, and cultural momentum.In this keynote, we unpacked why humour isn’t just entertainment, it’s a strategic asset. Listen to the audio recording to discover how comedy drives consumer behaviour, creates memorable connections, and adds measurable value across industries. You’ll hear data-backed insights, real-world case studies, and forward-looking trends that prove: laughter pays.Panelists and ModeratorNina Taylor MP is a passionate advocate for creativity, community, and cultural industries. As the Victorian Labor Member for Albert Park, she has a strong track record of supporting artists, performers, and small businesses that contribute to Melbourne’s vibrant cultural economy. With experience across government, communications, and policy, Nina brings a practical understanding of how public policy can support sustainable creative careers. At the Business of Comedy Conference, she will share insights into the intersection of comedy, culture, and government, and the role of the arts in building inclusive, thriving cities.Dr Mark Gibson is Professor of Media at RMIT and a researcher on the Australian Research Council funded project ‘Comedy Country – Australian Performance Comedy as an Agent of Change’ with partners including Arts Centre Melbourne, Melbourne International Comedy Festival, Adelaide Fringe and the National Film and Sound Archive. He is an expert on the cultural and creative industries and co-author of Fringe to Famous – Cultural Production in Australia After the Creative Industries (Bloomsbury, 2024). Wilbur Wilde has been cracking up Australian audiences since the ’70s, armed with a sax, razor sharp timing, and a lovable larrikin streak. From Ol’55 to Jo Jo Zep and the Falcons, he built serious musical cred, but it’s his comedy chops that made him a household name. As a Hey Hey It’s Saturday favourite for 17 years, Wilbur turned every appearance into controlled chaos, mixing killer sax riffs with cheeky humour and spontaneous antics.Dr Louise Mahler is an internationally recognised communication expert, former opera singer, and Top 30 Global Guru in both Communication and Body Language. She is renowned for transforming audiences with her theatrical flair, razor-sharp insights, and laugh-out-loud delivery. Louise’s work draws on a PhD in leadership communication, deep expertise in performance psychology, and years performing on Europe’s greatest stages — all distilled into a fast-paced, high-energy experience that blends humour with actionable takeaways.Learn more about The Business of Comedy Conference by visiting www.businessofcomedy.com. Hosted on Acast. See acast.com/privacy for more information.