Expand the Canon // Hedgepig Ensemble Theatre

What Expand the Canon // Hedgepig Ensemble Theatre does

Expand the Canon (legally Hedgepig Ensemble Theatre, Inc.) is a Brooklyn-based 501(c)(3) nonprofit theater advocacy organization founded in 2012 that curates and promotes classic plays by women and gender-expansive writers. The organization maintains a research database of 9,000+ plays spanning the 10th century to 1990 across 16 countries and 11 languages, and produces an annual curated list of 52+ plays selected by a Reading Committee of 30+ theater professionals and a Curating Team. Beyond the annual subscription ($25/year for access to scripts, production notes, and licensing information), the organization sells a published monologue book ($24.99), offers consulting services ($75/hour or $200/package), runs an online merchandise store, and produces a podcast ('This Is A Classic'). It serves theater directors, producers, educators, dramaturgs, students, and theater enthusiasts rather than B2B technology buyers.

The organization's core operational model is content curation and partnership-driven distribution rather than technology development. A Reading Committee evaluates several hundred plays annually, scoring them on language quality, relevance, producibility, and dramatic strength, and curators select a final list from approximately 80 top-rated titles. The organization then drives impact through partnerships with 20+ theater companies nationwide, including The Acting Company, American Shakespeare Center, Classic Stage Company, Repertorio Español, and Yale Repertory Theatre, which produce and stage readings of the curated plays. The NYPL circulating collection integration, an annual festival with virtual readings, and monthly reading series across 9 national partners extend reach beyond the digital subscription.

Revenue is generated through a diversified mix of subscription fees, book and merchandise sales, consulting, and tax-deductible donations. The only disclosed funding event is a $10,000 NEA grant received in 2022. The organization operates with approximately 10 employees under Artistic Director Emily Lyon and Interim Managing Director Kisha Jarrett, governed by a Board of Directors. In 2025, it officially rebranded from Hedgepig Ensemble Theatre to Expand the Canon, completing a strategic shift from a producing theater company to an advocacy-led organization whose primary lever is curatorial authority and downstream partnerships.

Name

Expand the Canon // Hedgepig Ensemble Theatre

Legal name

Hedgepig Ensemble Theatre, Inc.

Website

https://expandthecanon.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

1–10 employees

Short description

Expand the Canon is a 501(c)(3) nonprofit that curates classic plays by women and gender-expansive writers, serving theater directors, educators, and dramaturgs through an annual subscription database, published monologue book, consulting, and a network of 20+ partner theaters nationwide.

Ownership category

akta.pro rank

Product category

Performing Arts Advocacy and Curation

NAICS

Book Publishers (513130), Theater Companies and Dinner Theaters (71111)

SIC

Books: Publishing Or Publishing & Printing (2731)

akta.pro primary industry

Regional & Repertory Theatre Companies (MPAGABAB)

akta.pro secondary industry

Literary & Classics Publishing (MPAJAAAC)

Keywords

• Play curation services
• Theater advocacy organization
• Playwright research database
• Monologue book publishing
• Arts consulting services

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Annual Play Collection Subscription: Annual subscription access to curated library of 52+ plays with production details, downloadable scripts, and new additions annually
2. Merchandise Sales: Sale of branded merchandise including mugs, notebooks, onesies, hats, beanies, t-shirts, and tote bags through online store
3. Donations: Tax-deductible donations to support research, archival work, translations, publishing, and equity tracking
4. Consulting Services: One-hour consultation meetings to help identify the right play for a company or students; three-play package consultation
5. Classic Monologue Book Sales: Sale of '110 Standout Classic Monologues for Any Actor' book featuring monologues from ETC plays

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels7 records

Core offering

Expand the Canon (operating under Hedgepig Ensemble Theatre, a 501(c)(3) nonprofit) curates and distributes an annual subscription-based library of classic plays by women and gender-expansive writers, supplemented by a published monologue book, one-on-one consultation services, a podcast series, and a branded merchandise store. The organization maintains a research database of 9,000+ titles and partners with theaters nationwide to drive productions.

Product overview

Expand the Canon is a nonprofit advocacy initiative (operating under Hedgepig Ensemble Theatre, a 501(c)(3) organization founded in 2012) focused on uncovering and uplifting classic plays by women and underrepresented genders. The core offering is The ETC List—a subscription-based catalog of curated classic plays with production information. This is supplemented by a published monologue book ('110 Standout Classic Monologues for Any Actor'), consultation services, a podcast, an online merchandise store, and various partner events and readings. The organization also maintains a database of 10,000+ plays by women and gender-expansive writers and facilitates partnerships with theaters nationwide.

Differentiator

Problem solved

Functional benefit

Products and services

• The ETC List (Play Collection) An annual curated subscription-based catalog of 52+ classic plays by women and gender-expansive writers, spanning 1600-1990 across 16 countries and 11 languages of origin. Includes detailed synopses, rights and production information, cast breakdowns, and teaching notes. Available for $25/year.
• 110 Standout Classic Monologues for Any Actor A published book containing 110 standout monologues from featured ETC plays spanning 350 years, 15 countries, and 8 languages of origin by 34 historic women and gender-expansive playwrights. Priced at $24.99.
• Consultation Services One-on-one consultation services to help identify the right play for productions, companies, or students. Includes a 1-hour meeting for $75 or a full three-play package from the list and 10,000+ title databases for $200.
• This Is A Classic Podcast A podcast series featuring one play per episode, exploring the mission and discovering hidden gem classics by women and gender-expansive playwrights.
• Merchandise Store Online store selling branded merchandise including mugs ($14-$20), totes ($22), hats ($18-$20), apparel ($22-$25), stickers ($4), notebooks ($19), and baby onesies ($20).

Quantifiable outcome

• Productions and readings of ETC plays at theaters nationwide including Yale Rep, Island Shakespeare Festival, Repertorio Español, and others
• +3 more outcomes

Named customers12 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

24 partnerships are on record, tiered core and minor.

• Island Shakespeare FestivalcoreStrategic or Co-development PartnerCommitted to producing at least three years of Expand the Canon plays; produced 'A Bold Stroke for a Husband' by Hannah Cowley (2020 List) in 2023 and 'The Lucky Chance' by Aphra Behn (2022 List) in Summer 2024; also produced 'Anima' by Amelia P. Rosselli (2020 List) in 2025
• The Acting CompanycoreStrategic or Co-development PartnerPartner on readings including 'Bold Stroke for a Husband' with The Public Theater; featured in 2026 reading series
• American Shakespeare CentercoreStrategic or Co-development PartnerProducing 'A Bold Stroke for a Husband' by Hannah Cowley (2020 List) from April-May 2026; partnered on monthly readings featuring 2023 list plays
• Classic Stage CompanycoreStrategic or Co-development PartnerPartner theater featuring monthly readings from ETC list; part of NYC partner network
• Fiasco TheatercoreStrategic or Co-development PartnerPartner theater featuring monthly readings from ETC list; part of NYC partner network
• INTAR TheatercoreStrategic or Co-development PartnerPartner theater featuring monthly readings from ETC list; part of NYC partner network
• Irish Repertory TheatrecoreStrategic or Co-development PartnerPartner theater featuring monthly readings from ETC list; part of NYC partner network
• The Folger TheatrecoreStrategic or Co-development PartnerPartner theater for readings and productions; participated in panel discussions
• Roundabout Theatre CompanycoreStrategic or Co-development PartnerPartner organization; Roundabout's Refocus Project produced several readings of plays on the Expand the Canon List
• Repertorio EspañolcoreStrategic or Co-development PartnerProduced 'Los Empeños de Una Casa' by Sor Juana Inés de la Cruz (2020 List) in July 2023; holds licensing rights for 'Screens' by Dolores Prida
• Midsommer FlightcoreStrategic or Co-development PartnerChicago-based partner theater; produced 'Oh These Times!' by Catherine the Great (2024 List) in August 2025; featured in monthly reading series
• Ma-Yi Theatre CompanycoreStrategic or Co-development PartnerPartner theater for readings and co-productions; collaborated on 'Loose Canon' bar readings
• Classical Theatre of HarlemcoreStrategic or Co-development PartnerPartner theater for virtual readings and in-person watch parties in Brooklyn; part of 2021 virtual festival
• The Sol ProjectcoreStrategic or Co-development PartnerPartner theater for readings; collaborated on 'Loose Canon' bar readings and 2021 festival
• American Players TheatrecoreStrategic or Co-development PartnerPartner theater; featured in 2020 virtual festival announcement
• Bay Area Drama CompanyminorStrategic or Co-development PartnerCalifornia-based partner theater featured in monthly reading series
• New Perspectives Theatre CompanyminorStrategic or Co-development PartnerPartner theater organization referenced in panel discussions
• The Indie Theatre FundminorStrategic or Co-development PartnerPartner theater organization supporting indie theater ecosystem
• CLASSIXminorStrategic or Co-development PartnerPartner organization focused on classics and representation in theater
• Drama BookshopminorChannel Partner/ Reseller/ DistributorNew York theater bookstore featuring ETC materials and plays
• New York Public LibrarycoreChannel Partner/ Reseller/ DistributorNYPL features Expand the Canon plays in their circulating collection at the Library for the Performing Arts; provides access to scripts for library card holders
• National Museum of Women In the ArtscoreStrategic or Co-development PartnerDC institution partnering with ETC for NMWA Nights on March 18, 2026 for Women's History Month; featuring pop-up monologues, scenes, bingo, and interactive elements
• Howlround TV / Howlround Theater CommonscoreStrategic or Co-development PartnerPartnership with Howlround TV for panel discussion 'We Begin With Classics: How to radically impact the theater landscape' in March 2026
• Pascal Theatre CompanyminorStrategic or Co-development PartnerListed as partner organization in ETC In Action page

Scale indicators8 records

Recent moves14 records

Expansion highlights7 records

Direct peers

• WP Theater (formerly Women's Project Theater): WP Theater is a nonprofit Off-Broadway theater producing work by women+ playwrights and advocating for gender equity in theater. It is the most direct institutional analog to ETC's play curation and advocacy mission, with overlapping funder and audience ecosystems.
• American Shakespeare Center: The American Shakespeare Center is a classical theater producing Shakespeare and other classics, and is a current ETC partner producing 'A Bold Stroke for a Husband' in 2026. It represents the producing theater side of ETC's partnership model.
• The Sol Project: The Sol Project is a NYC-based theater initiative producing new and classic plays by Latinx playwrights, and is a current ETC partner. It shares the same producer-led model of curating underrepresented voices and partnering with established theaters for productions.
• The Acting Company: The Acting Company is a touring repertory theater producing classical and new works, and is a core ETC partner. It shares ETC's focus on producing classic plays and explicitly raising underrepresented voices in the canon.
• The Lilly Awards: The Lilly Awards is an advocacy organization promoting gender parity in American theater. Like ETC, it centers on uplifting women in the theatrical canon and shares cultural funding networks and media exposure (often cross-promoted).
• Classical Theatre of Harlem: Classical Theatre of Harlem produces classic plays with a focus on diverse casting and is an ETC partner. It shares the producing-classics-with-equity-lens mission and participates in ETC's monthly reading series.

Broad incumbents

• Roundabout Theatre Company: Roundabout is a large NYC institutional theater producing classic and contemporary work, and its Refocus Project has produced multiple readings of ETC-listed plays. It is a broader incumbent in the same classical-theater space.

Regional players

• Ma-Yi Theater Company: Ma-Yi is a NYC-based AAPI theater company and an ETC partner. While Ma-Yi focuses on Asian American playwrights rather than classic women playwrights, it shares the producer-of-underrepresented-voices model and overlapping partner theaters.

Others

• Howlround Theater Commons: Howlround is a free publishing platform for theater makers hosted by Emerson College. ETC partners with Howlround for panel discussions, showing thematic overlap around publishing, advocacy, and democratizing access to theater knowledge.
• National Museum of Women in the Arts: NMWA is a Washington, DC museum promoting women artists across all disciplines, and is an ETC partner for 'NMWA Nights' programming in 2026. The combined partnership demonstrates cross-institutional gender-equity programming and shared donor bases.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/etcclassics
• Facebookfacebook.com/etcclassics
• Instagraminstagram.com/etcclassics
• LinkedInlinkedin.com/company/expandthecanon

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Expand the Canon // Hedgepig Ensemble Theatre