Rolling Stone
Rolling Stone is a privately held U.S. media publication, founded in 1967 and owned by Penske Media Corporation, that produces music, politics, TV/film, and culture journalism across digital, print, live events, films, and brand licensing for mass consumer audiences.
- Company typePrivate
- Founded1967
- HeadquartersNew York, United States
- Headcount101–250
- GTM typeB2C
- OfferingDigital Commerce or Content
What Rolling Stone does
Rolling Stone is a U.S.-based, privately held media publication founded in 1967 by Jann Wenner and Ralph J. Gleason, currently operating as a subsidiary of Penske Media Corporation (PMC) and headquartered in New York. Its core product is the rollingstone.com digital platform, which publishes editorial content spanning music (across Hip-Hop, R&B, Rock, Latin, Country, and pop), politics, TV & movies, and broader culture, supported by a multi-decade archival content library of album reviews, artist interviews, and proprietary lists such as "The 250 Greatest Albums of the 21st Century So Far." The publication's content operations are extended through VIBE (merged October 2025 for Hip-Hop/R&B expansion), Rolling Stone Films (documentary production), podcasts, video shorts, and a portfolio of live event properties including the Stateside Festival (inaugurated April 2026 in Kingston, NY), the Rolling Stone Rock Tour (six U.S. stops in 2026), the annual Future of Music Showcase at SXSW, and the Musicians on Musicians series at venues such as the Apollo Theater and Beacon Theatre. Distribution spans owned digital channels, major social platforms (TikTok, Instagram, YouTube, X, Facebook), email newsletters, and a Spotify narrated-Articles partnership covering 22 markets.
Rolling Stone generates revenue through at least five distinct streams: digital and print subscriptions (including historical lifetime subscriptions now subject to a class-action settlement), display and sponsored advertising, live event ticket sales and event sponsorships (Miller High Life, JBL, StockX, Sonesta, Bacardi), brand licensing and merchandise (RS Shop, Dogfish Head x Rolling Stone Whiskey, Keepsake Trading Cards Bob Marley set), and content licensing to platforms such as Spotify. Its go-to-market combines community-led editorial authority, event-driven audience monetization, product-led licensed merchandise, and marketplace content distribution. The company operates a regional U.K. edition through Stream Publishing Limited and benefits from PMC's 2026 combination with Vox Media to form PMX, which positions Rolling Stone within a broader portfolio of titles including Billboard and Variety. As of 2026, Rolling Stone continues to actively publish across web, social, audio, and live-event surfaces, with a stated headcount band of 101–250 employees.
Rolling Stone firmographics
Firmographics- Name
- Rolling Stone
- Legal name
- Rolling Stone, LLC
- Website
- https://rollingstone.com
- Company type
- Private
- Founded year
- 1967
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Rolling Stone is a privately held U.S. media publication, founded in 1967 and owned by Penske Media Corporation, that produces music, politics, TV/film, and culture journalism across digital, print, live events, films, and brand licensing for mass consumer audiences.
- Ownership category
- akta.pro rank
Where Rolling Stone is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices5 records
Markets served
Rolling Stone business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Marketing or Sales, Operations, Technology or R&D, Supply Chain, Others
Revenue model
- Digital and Print Subscriptions: Rolling Stone generates subscription revenue through digital subscriptions to RollingStone.com and print magazine subscriptions, with a class action settlement indicating lifetime subscription offerings existed
- Advertising: Rolling Stone monetizes its website traffic and audience through display advertising, sponsored content, and branded partnerships with advertisers seeking access to its music and culture audience
- Live Events and Sponsorships: Revenue from ticket sales for Stateside Festival, Rock Tour shows, Future of Music Showcase, and Musicians on Musicians events, plus sponsorship from brands like Miller High Life, JBL, Sonesta Hotels, StockX
- Licensing and Merchandise: Co-branded product licensing including Dogfish Head x Rolling Stone whiskey (900 cases), Keepsake Trading Cards Bob Marley set, and RS Shop merchandise
- Content Licensing to Platforms: Rolling Stone content distributed through Spotify's audio articles feature, making magazine articles available in narrated audio format for Spotify subscribers
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Lifetime Print Subscription (Historical) |
Go-to-market motion4 records
Distribution channels5 records
Marketing channels7 records
Rolling Stone product offering
Product offeringCore offering
Rolling Stone is a digital and print media publication producing music journalism, pop culture coverage, political commentary, and entertainment news across its website, print magazine, video shorts, podcasts, and live event properties. It monetizes its content through subscriptions, advertising, branded merchandise, co-branded licensed products, and ticketed live music events including branded festivals and tours. The brand extends into documentary film production through Rolling Stone Films and expanded Hip-Hop/R&B coverage via its merger with VIBE.
Product overview
Rolling Stone is a comprehensive media platform offering music, film, TV, politics, and cultural news coverage. The product portfolio includes its core digital publication (rollingstone.com), the RS Shop merchandise store, live event series (Rolling Stone Rock Tour, Stateside Festival, Future of Music Showcase at SXSW, Musicians on Musicians), Rolling Stone Films documentary production, and the recently merged VIBE publication for expanded Hip-Hop and R&B coverage. Content is distributed through the website, video shorts, and Spotify's narrated articles feature. The platform serves as a cultural authority covering American music, entertainment, and politics with integrated e-commerce and live event capabilities.
Differentiator
Problem solved
Functional benefit
Brands
- Rolling Stone Rock Tour: A touring concert series featuring indie and rock bands, presented by Miller High Life.
- Stateside Festival
- Future of Music Showcase
- Musicians on Musicians
- RS Films
Products and services
- Rolling Stone Website (rollingstone.com) Primary digital publishing platform delivering music journalism, album reviews, artist interviews, political commentary, TV & movies coverage, and cultural features, with subscription-based premium content access.
- RS Shop
- Rolling Stone Rock Tour
- Stateside Festival
- Future of Music Showcase at SXSW
- Musicians on Musicians
- Rolling Stone Films
- VIBE
- Video Shorts
- RS Recommends / Gift Guides
Quantifiable outcome
- Rolling Stone's 250 Greatest Albums list documented album format's survival through Napster, iPods, file sharing, and streaming
- +1 more outcomes
Companies that use Rolling Stone
Customer profileNamed customers10 records
Segments4 records
Ideal customer profiles4 records
Rolling Stone technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability5 records
Feature5 records
Rolling Stone partnerships and signals
Strategic signalPartnerships
14 partnerships are on record, tiered minor and core.
- Dogfish HeadminorDogfish Head and Rolling Stone launched a collaborative 5-year-aged American single malt whiskey called Dogfish Head x Rolling Stone Whiskey, limited to 900 cases, celebrating 250 years of American music. The 90-proof spirit blends whiskey and brandy matured in 12 different barrel types. Available in select U.S. states and at Rolling Stone's Stateside Music Festival.
- SpotifycoreSpotify launched 'Articles,' a feature making over 650 long-form magazine articles available in narrated audio format. Rolling Stone is one of the major publishers providing content, along with The Atlantic, Vogue, Variety, Billboard, Vibe, GQ, WIRED, Vanity Fair, and Pitchfork. Premium subscribers access within monthly audiobook allowance; free users pay $1.99 per article.
- Keepsake Trading CardsminorRolling Stone partnered with Keepsake Trading Cards to unveil a Bob Marley trading card set, expanding Rolling Stone's licensed merchandise portfolio with collectible trading cards.
- VIBEcoreRolling Stone merged with VIBE to enhance Hip-Hop and R&B content, allowing investments in video, podcasts, journalism, and social media. The merger includes launching new interview series and restructuring efforts including layoffs for some journalists. VIBE is now part of the Rolling Stone/Penske Media portfolio.
- StockXminorStockX served as presenting sponsor of Rolling Stone's Future of Music Showcase at SXSW 2024, the leading global platform for trading and consuming current culture.
- ~Pourriminor~Pourri outfitted theater restrooms at Rolling Stone's SXSW Future of Music Showcase.
- BacardíminorBacardí served signature mojito cocktails at Rolling Stone's SXSW Future of Music Showcase.
- Sonesta International HotelsminorSonesta International Hotels partnered with Rolling Stone to present the Musicians on Musicians event at the Apollo Theater (November 2024), with the hotel chain hosting the evening's program at the historic Harlem venue.
- JBLminorJBL presented Rolling Stone's Future of Music Showcase at SXSW 2025, running March 11-14 at ACL Live at the Moody Theater in Austin, Texas.
- Miller High LifeminorMiller High Life presented Rolling Stone's Rock Tour, now in its second year following a successful 2025 run, featuring indie rock bands across six stops.
- SubtextminorSubtext (founded January 2026 by industry veterans) produced 'Gregg Allman: The Music of My Soul' documentary in partnership with Rolling Stone Films and Amblin Documentaries. Subtext acquired North American theatrical rights for the summer 2026 release.
- HBO Documentary FilmsminorHBO Documentary Films began production on a docuseries exploring the Zizians, based on reporting by Tessa Stuart for Rolling Stone and directed by Matthew Galkin, produced by XTR in collaboration with Rolling Stone Films.
- Penske Media CorporationcorePenske Media Corporation (PMC) is Rolling Stone's parent company. In 2026, PMC acquired Vox Media, forming new entity PMX that combines titles like Rolling Stone, Billboard, and Variety with Vox titles including SB Nation, PopSugar, and The Verge.
- InfluurminorRolling Stone participated in an SXSW panel titled 'AI and the Creator Economy: The New Era of Music Promotion' alongside representatives from Capitol Records, VaynerX, and Influur, discussing AI's emerging role in music promotion.
Scale indicators5 records
Recent moves6 records
Expansion highlights7 records
Rolling Stone competitors and assessment
Company assessmentDirect peers
- NME: NME is a long-running UK-based music and entertainment publication covering rock, indie, and mainstream music with editorial lists, reviews, and live-event adjacencies. It is functionally equivalent to Rolling Stone in editorial model and audience, though primarily serving the UK market.
- Billboard: Billboard is the leading charts-driven U.S. music publication covering industry news, charts, reviews, and events. It is the most direct comparable to Rolling Stone in music editorial, audience, and live-event sponsorship model, and is also part of the Penske Media portfolio.
- Pitchfork: Pitchfork is a digital-first music review and editorial publication covering indie, alternative, and contemporary music. Like Rolling Stone, it monetizes via digital editorial, advertising, and reviews, and is also owned by Penske Media Corporation, making it a near-twin in business model and audience.
- Spin: Spin is an alternative-music magazine founded in 1985, focused on indie, punk, and underground music coverage. It overlaps Rolling Stone's editorial scope and digital publishing model, and competes for similar advertising and editorial authority in music journalism.
- The Fader: The Fader is a music, style, and culture publication covering emerging artists across Hip-Hop, R&B, pop, and electronic genres. It competes directly with Rolling Stone for artist coverage and event-driven music editorial, particularly in the emerging-artist discovery space.
- Stereogum: Stereogum is a digital music publication focused on indie, alternative, and pop music news, reviews, and lists. It overlaps Rolling Stone's music editorial coverage and competes for similar advertising inventory and editorial authority among music enthusiasts.
- Consequence of Sound: Consequence is a digital music publication covering rock, indie, and mainstream music news, reviews, and live coverage. It is a smaller-scale direct competitor to Rolling Stone for music advertising and editorial authority in music journalism.
Broad incumbents
- Vulture: Vulture is the entertainment-criticism vertical of New York Magazine / Vox Media (now under PMX). It overlaps Rolling Stone's TV/film and pop-culture coverage and competes for entertainment advertising and audience attention in complementary categories.
- Variety: Variety is an entertainment-industry trade publication also owned by Penske Media Corporation, covering film, TV, and broader entertainment business. It is a sibling publication sharing infrastructure with Rolling Stone under PMC/PMX and is a listed Spotify Articles partner.
- The Atlantic: The Atlantic is a long-form general interest digital publication with a subscription-first model and a co-listed Spotify Articles partnership alongside Rolling Stone. Its broader editorial scope overlaps Rolling Stone's cultural and political commentary verticals.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
Rolling Stone social profiles
Digital presenceRolling Stone financial estimates
Financial estimateRevenue estimate
Valuation estimate
Rolling Stone leadership team
Management profileNumber of profiles
Profiles3 records
Rolling Stone subsidiaries and ownership
Company hierarchySubsidiaries2 records
Rolling Stone funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Rolling Stone M&A and investment
M&A and investmentM&A2 records
Investments2 records
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Rolling Stone
What does Rolling Stone do?
Rolling Stone is a digital and print media publication producing music journalism, pop culture coverage, political commentary, and entertainment news across its website, print magazine, video shorts, podcasts, and live event properties. It monetizes its content through subscriptions, advertising, branded merchandise, co-branded licensed products, and ticketed live music events including branded festivals and tours. The brand extends into documentary film production through Rolling Stone Films and expanded Hip-Hop/R&B coverage via its merger with VIBE.
Is Rolling Stone a public or private company?
Rolling Stone is a private company. It is classified as corporate owned and is currently operating.
When was Rolling Stone founded?
Rolling Stone was founded in 1967. It employs 101 to 250 people.
Where is Rolling Stone based?
Rolling Stone is headquartered in New York, United States, in the North America region.
How does Rolling Stone make money?
Five revenue lines are on record. Digital and Print Subscriptions are the primary driver. The others are advertising, live Events and Sponsorships, licensing and Merchandise and content Licensing to Platforms.
Who are Rolling Stone's main competitors?
Direct peers on record are NME, Billboard, Pitchfork, Spin, The Fader, Stereogum and Consequence of Sound. Broad incumbents are Vulture, Variety and The Atlantic.
Does Rolling Stone have an API?
No public API is recorded for Rolling Stone.