Roulette
Roulette is a Brooklyn-based 501(c)(3) presenting organization producing experimental music, movement, and media art through 120+ live performances and digital platforms (livestream, podcast, video, archive), supported by foundation grants and venue rentals.
- Company typePrivate
- Founded1978
- HeadquartersBrooklyn, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Roulette does
Roulette is a Brooklyn-based 501(c)(3) non-profit presenting organization (legal entity Roulette Intermedium Inc., EIN 36-3046751) that produces experimental music, movement, and media art in a 12,000-square-foot state-of-the-art theater at 509 Atlantic Avenue in Downtown Brooklyn. Founded in 1978 in a Tribeca loft and relocated to its current facility in September 2011, the organization delivers 120+ ticketed performances and hosts 150+ community and rental events annually. Its core product is live performance presentation, augmented by a digital distribution stack comprising a livestream platform, Roulette Radio podcast, Roulette TV video channel, and a freely accessible public archive of historic and contemporary experimental work. Programming is curated through a rolling open-call submission process reviewed 4-6 months in advance and selected with input from an Artistic Advisory Council that includes David Behrman, Sylvie Courvoisier, Peter Evans, John Zorn, Oliver Lake, Zeena Parkins, and Nate Wooley.
Revenue is generated through a hybrid model spanning ticket sales ($15–$35 per ticket with member/student/senior discounts and festival passes), space rentals (Rent Roulette) to external event clients, annual membership subscriptions, merchandise sales via a Square storefront, and tax-deductible charitable donations. The largest funding sources, however, are foundation and government grants from the Jerome Foundation, New York State Council on the Arts (NYSCA), Mertz Gilmore Foundation, National Endowment for the Arts, New York Community Trust (Van Lier Fund), New York City Department of Cultural Affairs, and Harkness Foundation for Dance. Artist development is delivered through the Awarded Artists Programs (commissions, residencies, fellowships, production stipends — cumulatively over $2.3M since 1983), the Van Lier Fellowship for emerging artists, Dance Awards, and the GENERATE program which since 2014 has supported 800+ artists and produced 115+ performances with a 70% world-premiere rate. Co-presentation partnerships include Arts for Art, Inc. (Vision Festival) and Performing Artservices (Interpretations series). The organization is governed by a Board of Directors (Ned Rothenberg, Chair; James S. Staley, Vice Chair; Paul Gertner, Secretary; Joseph Walker, Treasurer) and operates with approximately 20–30 staff.
Roulette firmographics
Firmographics- Name
- Roulette
- Legal name
- Roulette Intermedium Inc.
- Website
- https://roulette.org
- Company type
- Private
- Founded year
- 1978
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Roulette is a Brooklyn-based 501(c)(3) presenting organization producing experimental music, movement, and media art through 120+ live performances and digital platforms (livestream, podcast, video, archive), supported by foundation grants and venue rentals.
- Ownership category
- akta.pro rank
Roulette industry classification
Industry- Product category
- Performing Arts Venue
- NAICS
- Musical Groups and Artists (711130), Dance Companies (711120), Theater Companies and Dinner Theaters (711110), Independent Artists, Writers, and Performers (711510)
- SIC
- Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Performing Arts Centers & Presenters (Programming/Booking) (MPAGABAM)
Keywords
Where Roulette is headquartered
LocationHeadquarters
- HQ city
- Brooklyn
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Roulette business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Infrastructure, Technology or R&D, Marketing or Sales, Others
Revenue model
- Ticket Sales: Revenue from box office ticket sales for performances and events. Tickets range from $15-$35 depending on event type and membership status.
- Space Rentals: Roulette offers space rental opportunities for external events in their 12,000-sq-ft state-of-the-art theater facility. Additional 150+ community and rental events hosted annually.
- Membership Program: Members receive benefits including discounted tickets and exclusive access to events and programming.
- Foundation & Government Grants: Major funding from Jerome Foundation, New York State Council on the Arts, Mertz Gilmore Foundation, National Endowment for the Arts, New York Community Trust, Harkness Foundation for Dance, and others.
- Merchandise Sales: Sale of Roulette branded merchandise through Square storefront.
- Donations & Charitable Contributions: As a 501(c)(3) nonprofit organization (EIN#36-3046751), Roulette accepts tax-deductible charitable donations from individuals and organizations.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | General Admission Tickets |
| Transaction based/ take rate | Pay-as-you-go | Premium Performance Tickets |
| Transaction based/ take rate | Pay-as-you-go | General Admission - Standard |
| Transaction based/ take rate | Pay-as-you-go | Discounted Tickets |
| Transaction based/ take rate | Pay-as-you-go | Festival Pass |
| Subscription | Annual | Membership Program |
Go-to-market motion2 records
Distribution channels7 records
Marketing channels9 records
Roulette product offering
Product offeringCore offering
Roulette is an internationally acclaimed 501(c)(3) nonprofit presenting organization that operates a 12,000-sq-ft state-of-the-art theater in Downtown Brooklyn, presenting 120+ performances annually of experimental music, movement, and media art alongside 150+ community and rental events. It supports artists through commissions, residencies, fellowships, and production stipends, and extends its programming globally through livestream, podcast, and on-demand video channels.
Product overview
Roulette is an artist-driven, not-for-profit 501(c)(3) presenting organization that showcases experimental music, movement, and media art. Founded in 1978, it operates as a single unified venue with multiple interconnected programs: live performance events (120+ annually), media streaming (Roulette Radio, Roulette TV, Livestream), artist development programs (Awarded Artists including commissions, residencies, fellowships; GENERATE program), venue rental services, membership, and merchandise. The core offering is the presentation of innovative performances in its 12,000-sq-ft Brooklyn theater, supported by digital media platforms and artist support services.
Differentiator
Problem solved
Functional benefit
Brands
- Roulette Radio: Podcast and radio programming
- Roulette TV
- GENERATE
- DANCEROULETTE
- GENERATE: The Frances Richard Fund for Innovative Artists of Promise
Quantifiable outcome
- 800+ artists supported in creativity onstage since 2014
- +4 more outcomes
Companies that use Roulette
Customer profileNamed customers11 records
Segments4 records
Ideal customer profiles5 records
Roulette technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Roulette partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered major and minor.
- Arts for Art, Inc.majorCo-presenter of Vision Festival, New York's premiere festival of free/avant-garde/experimental/world jazz music. Longstanding partnership for promoting avant-garde music.
- Performing ArtservicesmajorCo-producer of Interpretations series featuring experimental music performances and artist presentations.
- Candid (Guidestar)minorThird-party platform where Roulette maintains annual filings and financials publicly available, demonstrating highest level of transparency.
Scale indicators9 records
Recent moves7 records
Expansion highlights5 records
Roulette competitors and assessment
Company assessmentDirect peers
- Issue Project Room: Issue Project Room is a Brooklyn-based nonprofit venue dedicated to experimental music, sound art, and performance. It overlaps directly with Roulette on curatorial focus, Brooklyn footprint, and commissions/residency programming.
- The Stone (at The New School): The Stone is a nonprofit experimental music venue originally founded by John Zorn. It shares Roulette's dedication to avant-garde and improvised music, intimate venue model, and curator-led programming.
- The Kitchen: The Kitchen is a NYC-based nonprofit presenting organization focused on experimental music, dance, and performance art since 1971. It is the closest direct peer to Roulette, sharing the experimental presenting model, artist commissioning focus, and downtown/Brooklyn audience.
- Pioneer Works: Pioneer Works is a Brooklyn cultural center presenting experimental music, visual art, and performance with an artist residency program. Comparable to Roulette on Brooklyn venue model, experimental programming focus, and artist support mission.
- National Sawdust: National Sawdust is a Brooklyn nonprofit music venue presenting contemporary and experimental composition with artist development programs. Comparable to Roulette in scale, Brooklyn location, nonprofit commissioning model, and support for living composers.
- The Chocolate Factory Theater: The Chocolate Factory is a Queens-based nonprofit presenting experimental performance and artist residencies in an intimate venue. Comparable to Roulette on experimental performing arts focus, residency model, and NYC alternative-space identity.
- EMPAC (Experimental Media and Performing Arts Center, RPI): EMPAC is a university-affiliated presenting venue for experimental music, dance, and media art with strong technical production capabilities. Comparable to Roulette on experimental programming scope and integration of music, movement, and media.
Broad incumbents
- Park Avenue Armory: Park Avenue Armory is a large NYC presenter commissioning ambitious experimental work in music, dance, and visual art. Comparable in commissioning experimental performance but at a substantially larger scale and budget than Roulette.
- MASS MoCA: MASS MoCA is a large contemporary arts institution in North Adams, MA, presenting experimental music, dance, and visual art with multi-day residencies. Comparable to Roulette on experimental programming focus but operates at a much larger institutional scale.
- The Wexner Center for the Arts: The Wexner Center is a university-affiliated contemporary arts presenter at Ohio State featuring experimental music, dance, and media. Comparable to Roulette on curatorial focus and commissioning work but operates at a larger institutional scale.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Roulette social profiles
Digital presenceRoulette compliance and trust
Trust signalCompliance1 record
Roulette financial estimates
Financial estimateRevenue estimate
Valuation estimate
Roulette leadership team
Management profileNumber of profiles
Profiles11 records
Roulette funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Roulette M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Roulette
What does Roulette do?
Roulette is an internationally acclaimed 501(c)(3) nonprofit presenting organization that operates a 12,000-sq-ft state-of-the-art theater in Downtown Brooklyn, presenting 120+ performances annually of experimental music, movement, and media art alongside 150+ community and rental events. It supports artists through commissions, residencies, fellowships, and production stipends, and extends its programming globally through livestream, podcast, and on-demand video channels.
Is Roulette a public or private company?
Roulette is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Roulette founded?
Roulette was founded in 1978. It employs 11 to 50 people.
Where is Roulette based?
Roulette is headquartered in Brooklyn, United States, in the North America region.
How does Roulette make money?
Six revenue lines are on record. Ticket Sales are the primary driver. The others are space Rentals, membership Program, foundation & Government Grants, merchandise Sales and donations & Charitable Contributions.
Who are Roulette's main competitors?
Direct peers on record are Issue Project Room, The Stone (at The New School), The Kitchen, Pioneer Works, National Sawdust, The Chocolate Factory Theater and EMPAC (Experimental Media and Performing Arts Center, RPI). Broad incumbents are Park Avenue Armory, MASS MoCA and The Wexner Center for the Arts.
Does Roulette have an API?
No public API is recorded for Roulette.
What industry is Roulette in?
Roulette's product category is Performing Arts Venue. Its primary akta.pro industry code is MPAGABAM, Performing Arts Centers & Presenters (Programming/Booking). Its NAICS code is 711130 and its SIC code is 7900.