Craft In America
Craft In America is a nonprofit educational media organization producing documentary episodes about American craft arts, distributed nationally through PBS broadcast and its organizational website to arts, culture, and heritage audiences.
- Company typePrivate
- Founded2003
- HeadquartersLos Angeles, United States
- Headcount1–10
- GTM typeB2C
- OfferingDigital Commerce or Content
What Craft In America does
Craft In America is a nonprofit educational media organization that produces documentary content exploring American craft arts, cultural identity, and their intersection with national history. Its core product is a library of themed documentary episodes, the most recent being DEMOCRACY, which premiered on PBS on December 11, 2020 and features contributions from Smithsonian museum curators, Native American artists, veteran craftspeople, calligraphers, and educators at institutions such as Berea College and the Veterans History Project.
The organization's production model is event-driven, centered on themed documentary episodes that aggregate content from premier cultural institutions, including the Renwick Gallery of the Smithsonian American Art Museum, the National Museum of African American History and Culture, and the National Museum of the American Indian. Distribution is anchored by a national PBS broadcast partnership, supplemented by an organizational website (craftinamerica.org) that provides episode information and on-demand content access for arts and culture audiences across the United States.
The business model is built on PBS broadcast licensing (royalties) and supporting digital channels. There is no publicly disclosed pricing, advertising, or subscription product; the organization functions as a nonprofit producer dependent on institutional partnerships and broadcast relationships rather than direct consumer monetization. Customer-facing reach is concentrated on general public viewers interested in American craft, art history, and cultural heritage.
Craft In America firmographics
Firmographics- Name
- Craft In America
- Legal name
- Craft In America
- Website
- https://craftinamerica.org
- Company type
- Private
- Founded year
- 2003
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Craft In America is a nonprofit educational media organization producing documentary episodes about American craft arts, distributed nationally through PBS broadcast and its organizational website to arts, culture, and heritage audiences.
- Ownership category
- akta.pro rank
Craft In America industry classification
Industry- Product category
- Arts Documentary Media
- NAICS
- Motion Picture and Video Industries (5121)
- SIC
- Services-Motion Picture & Video Tape Production (7812)
- akta.pro primary industry
- Arts & Culture Documentaries (MPADADAI)
- akta.pro secondary industries
- Social Issue & Advocacy Documentaries (MPADADAG), Media Arts & Film/Photography Nonprofits (BPAGAHAJ)
Keywords
Where Craft In America is headquartered
LocationHeadquarters
- HQ city
- Los Angeles
- HQ country
- United States
- HQ region
- North America
Markets served
Craft In America business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Operations, Marketing or Sales, Others
Revenue model
- PBS Broadcast Licensing: Craft In America produces documentary content that is licensed for broadcast on PBS, reaching national audiences across the United States. The DEMOCRACY episode premiered on PBS on December 11, 2020.
Go-to-market motion1 record
Distribution channels2 records
Marketing channels2 records
Craft In America product offering
Product offeringCore offering
Craft In America produces and distributes documentary episodes about American craft arts and their cultural significance. Its flagship offering is the DEMOCRACY documentary episode, which premiered on PBS on December 11, 2020, exploring how craft intersects with American democratic principles through partnerships with Smithsonian institutions, Americans for the Arts, veteran artists, and educators. The organization also maintains an organizational website for on-demand content access and community engagement around American craft traditions.
Product overview
Craft In America is an organization that produces documentary episodes about American craft arts. Their portfolio includes the DEMOCRACY episode, a PBS broadcast exploring craft's connection to American democratic principles. The DEMOCRACY documentary features various cultural institutions, artists, and educators discussing craft traditions across different communities including African-American, Native American, and Appalachian craft.
Differentiator
Problem solved
Functional benefit
Products and services
- DEMOCRACY A PBS broadcast documentary episode that premiered December 11, 2020, exploring how craft is intertwined with America's defining principles and democratic values. Features interviews with curators, artists, and educators discussing craft's role in U.S. history, the African-American experience, Native American art, veteran artists, and Appalachian craft traditions. Targeted at general public viewers, art enthusiasts, and educational audiences interested in American cultural heritage.
Companies that use Craft In America
Customer profileNamed customers2 records
Segments1 record
Ideal customer profiles1 record
Craft In America technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Craft In America partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core, major and supporting.
- PBScorePBS served as the broadcast partner for the DEMOCRACY episode, premiering the documentary on December 11, 2020. PBS provides national distribution reach for Craft In America's documentary content.
- Renwick Gallery, Smithsonian American Art MuseumcoreFeatured the Hearts of Our People exhibition showcasing Native American women's art. The Smithsonian partnership provides institutional credibility and access to premier exhibition spaces.
- National Museum of African American History and CulturecoreCurator Joanne Hyppolite, Ph.D. appears in the DEMOCRACY episode discussing the role of craft in the African-American experience and legacy of racial injustice.
- National Museum of the American IndiancoreHome to the National Native American Veterans Memorial designed by Cheyenne Peace Chief Harvey Pratt, featured in the DEMOCRACY documentary.
- Americans for the ArtsmajorPresident Robert L. Lynch appears in the DEMOCRACY episode providing insight on craft in U.S. history and government role in arts.
- Veterans History ProjectsupportingFeatured in DEMOCRACY episode, showcasing veteran artists who express themselves through craft, connecting military service with artistic tradition.
- Berea CollegesupportingFeatured institution where traditional Appalachian craft is kept alive through innovative programs and diverse student body. Represents craft preservation in educational context.
Scale indicators2 records
Recent moves5 records
Expansion highlights3 records
Craft In America competitors and assessment
Company assessmentDirect peers
- Independent Lens (ITVS): Independent Lens is a PBS documentary anthology series produced by the Independent Television Service. It shares Craft In America's PBS premiere slot, episodic documentary model, and mission-driven nonprofit production approach for socially engaged storytelling.
- Florentine Films (Ken Burns): Florentine Films is Ken Burns's documentary production company, producing long-form PBS history and culture documentaries. Comparable to Craft In America in PBS-centric production model and American-history/culture subject matter, though at a far larger scale.
- PBS American Masters: American Masters is a long-running PBS documentary series profiling cultural figures and movements. It shares Craft In America's PBS distribution channel, episodic documentary format, and arts-culture subject area, competing for the same public-television arts audience.
- Art21: Art21 is a nonprofit that produces PBS-broadcast documentary series on contemporary art and artists. It mirrors Craft In America's model of PBS-licensed art documentary content with a comparable national distribution footprint and educational mission.
- POV (American Documentary): POV is a long-running PBS documentary showcase and nonprofit producer. It overlaps with Craft In America on PBS distribution, episodic feature-length docs, and nonprofit-driven content addressing American culture and identity.
Broad incumbents
- Participant Media: Participant Media produces socially conscious films and documentaries spanning many genres and platforms. It shares Craft In America's mission-driven, social-issue framing but operates at significantly larger scale across theatrical and streaming distribution.
- National Geographic Documentary Films: National Geographic Documentary Films produces premium cultural and heritage documentaries distributed globally. Comparable in documentary format and cultural storytelling, but at a vastly larger commercial scale and broader geographic reach than Craft In America's nonprofit PBS model.
- Smithsonian Channel: Smithsonian Channel is a cable/streaming network producing documentary content tied to Smithsonian museums. It shares Craft In America's institutional Smithsonian ties and cultural-heritage subject area but operates as a broader, year-round production entity rather than a single-themed nonprofit.
Emerging players
- Appalshop: Appalshop is an Appalachian media-arts nonprofit producing films and documentaries on regional culture and craft traditions. Comparable to Craft In America's craft-preservation mission and nonprofit documentary model, with particular overlap in Appalachian craft storytelling such as the Berea College segment.
- The Great American History Tour: Independent cultural-heritage documentary and media projects covering American craft, folk traditions, and regional history. Comparable subject matter and educational-mission framing, though distributed primarily through digital and event channels rather than PBS broadcast.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights5 records
Customer concentration
Craft In America social profiles
Digital presenceCraft In America financial estimates
Financial estimateRevenue estimate
Valuation estimate
Craft In America leadership team
Management profileNumber of profiles
Craft In America funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Craft In America 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 Craft In America
What does Craft In America do?
Craft In America produces and distributes documentary episodes about American craft arts and their cultural significance. Its flagship offering is the DEMOCRACY documentary episode, which premiered on PBS on December 11, 2020, exploring how craft intersects with American democratic principles through partnerships with Smithsonian institutions, Americans for the Arts, veteran artists, and educators. The organization also maintains an organizational website for on-demand content access and community engagement around American craft traditions.
When was Craft In America founded?
Craft In America was founded in 2003. It employs 1 to 10 people.
Where is Craft In America based?
Craft In America is headquartered in Los Angeles, United States, in the North America region.
How does Craft In America make money?
One revenue line is on record: PBS Broadcast Licensing.
Who are Craft In America's main competitors?
Direct peers on record are Independent Lens (ITVS), Florentine Films (Ken Burns), PBS American Masters, Art21 and POV (American Documentary). Broad incumbents are Participant Media, National Geographic Documentary Films and Smithsonian Channel. Emerging players are Appalshop and The Great American History Tour.
Does Craft In America have an API?
No public API is recorded for Craft In America.
What industry is Craft In America in?
Craft In America's product category is Arts Documentary Media. Its primary akta.pro industry code is MPADADAI, Arts & Culture Documentaries, with a secondary code of MPADADAG, Social Issue & Advocacy Documentaries. Its NAICS code is 5121 and its SIC code is 7812.