Apollo Theater
- Company typePrivate
- Founded1934
- HeadquartersNew York, United States
- Headcount—
- GTM typeB2C
- OfferingServices
Apollo Theater firmographics
Firmographics- Name
- Apollo Theater
- Legal name
- Apollo Theater Foundation, Inc.
- Website
- https://amateurnight.org
- Company type
- Private
- Founded year
- 1934
- Operating status
- Operating
- Ownership category
- akta.pro rank
Apollo Theater industry classification
Industry- Product category
- Performing Arts Venue
- NAICS
- Performing Arts Companies (7111), Theater Companies and Dinner Theaters (71111)
- SIC
- Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Performing Arts Centers & Presenters (Programming/Booking) (MPAGABAM)
- akta.pro secondary industries
- Theater & Performing Arts Venue Operations (Playhouses, Opera Houses) (MPAGALAB), Theater, Musicals & Performing Arts (THAJAFAB), Theater & Performing Arts Ticketing (HSACALAC), Concert Halls & Music Venue Operations (Symphony Halls, Recital Venues) (MPAGALAC)
Keywords
Where Apollo Theater is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Apollo Theater business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Infrastructure, Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Ticket Sales: Revenue generated from sale of tickets to performances, events, and shows at the Apollo's Historic Theater and Apollo Stages at The Victoria venues.
- Venue Rentals: The Apollo rents its spaces including the Mainstage (1,500 seats), Soundstage (1,680 sq ft), Victoria Theater 1 (199 seats), Jonelle Procope Theater (99 seats), and Laura and Frank Baker Gallery for concerts, fashion shows, galas, film/TV shoots, weddings, graduations, and corporate events.
- Donations and Contributions: As a nonprofit 501c-3 organization (since 1992), The Apollo relies on charitable donations, foundation grants, and individual contributions to support operations and programming.
- Sponsorships: Corporate sponsorships from organizations including Citi, Coca-Cola, Ford Foundation, Mellon Foundation, Howard-Gilman Foundation, and others support specific programs and events.
- Membership Program: The Apollo A-LIST membership program provides early access to events and exclusive benefits in exchange for membership fees.
- Gift Shop: Sale of Apollo-branded merchandise including apparel, memorabilia, and keepsakes through the Apollo Shop.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Amateur Night Adult Grand Prize |
| Other | Pay-as-you-go | Amateur Night Child Star of Tomorrow |
| Unit Pricing | Pay-as-you-go | Best of The Apollo Event Tickets |
| Subscription | Multi-year contract | Half Off for Harlem Discount |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels6 records
Apollo Theater product offering
Product offeringCore offering
The Apollo Theater operates a multi-venue performing arts complex in Harlem presenting live entertainment including its flagship Amateur Night talent competition (since 1934), theater, dance, music, comedy, and film programming. The institution also offers arts education programs, public and private venue rentals, behind-the-scenes tours, and a gift shop, supported by ticket sales, venue rentals, donations, sponsorships, and a paid membership program as a 501(c)(3) nonprofit.
Product overview
Apollo Theater is a nonprofit performing arts institution and cultural landmark that operates as a multi-venue complex offering live entertainment, artist development, and community programming. The portfolio includes Amateur Night at the Apollo (its flagship weekly talent competition since 1934), Apollo Music Café, Apollo Comedy Club, Apollo Film, Theater and Dance, Arts & Ideas programming, and Apollo New Works artist development initiatives. The organization operates multiple performance venues: the Historic Theater Mainstage (1,500 seats, currently under renovation), the Soundstage (1,680 sq ft flexible space), Victoria Theater 1 (199-seat black box), Jonelle Procope Theater (99-seat black box), and the Laura and Frank Baker Gallery. Special events include Apollo in the Hamptons fundraiser, Culture In Motion national roadshow, Best of The Apollo touring program, Teen Takeover, and Harlem Summer Nights. Tickets are sold through Ticketmaster and education programs engage students through the Apollo Theater Academy.
Differentiator
Problem solved
Functional benefit
Products and services
- Amateur Night at the Apollo Weekly talent competition open to singers, dancers, comedians, rappers, spoken word artists, variety acts, and musicians competing for a grand prize of up to $20,000 (adult) or $5,000 (Child Star of Tomorrow, ages 5–17).
- Apollo Music Café Intimate nightclub-style venue programming where artists showcase talent in a personal setting, serving as a launching pad for emerging artists.
- Apollo Comedy Club Late-night programming featuring the best emerging talent in comedy, celebrating The Apollo's deep comedic roots.
- Apollo Film Film screenings, discussions, and special partnerships highlighting films, filmmakers, and curators whose work examines narratives of the African Diaspora.
- Theater and Dance at the Apollo Theater and dance productions supporting dynamic movement, imaginative storytelling, and examination of Black narratives.
- Arts & Ideas Programming featuring festivals, conversations, and panel discussions on diverse art, culture, and educational themes cultivating information sharing and career development.
- Apollo New Works Initiative supporting the creation of new work by Black artists through commissioning and providing space, time, and resources to create, develop, and present work.
- Master Artist-in-Residence Three-year residency supporting artists in creating new artistic and civic works. Current resident is Grammy and Emmy-nominated musician/producer Kamasi Washington; previous resident was Ta-Nehisi Coates.
- The Apollo's Historic Theater (Mainstage) 1,500-seat main auditorium with state-of-the-art production capacities; rentable for performances, public forums, fashion shows, television or photo shoots, private fundraising events, weddings, and graduations.
- The Apollo Soundstage 1,680 square foot flexible black box theater ideal for commercial shoots, private parties, and executive meetings.
- Victoria Theater 1 199-seat flexible black box theater that can be transformed into various configurations, with an intimate lounge-like space for stage productions, concerts, panel discussions, commercial shoots, and private functions.
- Jonelle Procope Theater 99-seat flexible black box theater named in honor of former Apollo President/CEO Jonelle Procope, ideal for intimate concerts, panel conversations, commercial shoots, private functions, exhibits, or installations.
- Laura and Frank Baker Gallery Gallery space on the first floor of The Apollo Stages at The Victoria, designed to showcase creative works of emerging and established artists; free and open to the public daily from 10am – 6pm.
- Apollo Tours Virtual and in-person tours providing behind-the-scenes access, storytelling, photographs, and videos from The Apollo's Archives.
- Apollo Education Educational programs engaging students, young creatives, and educators through the legacy of The Apollo and the power of performing arts, including School Day Live, teaching artist workshops, and Apollo Theater Academy internships.
- Apollo in the Hamptons Annual star-studded fundraising event in the Hamptons featuring exceptional dining, dancing, and unforgettable performances inspired by the Apollo's legendary Harlem energy.
- Culture In Motion National Roadshow Flagship multi-city national roadshow initiative bringing Apollo programming directly into neighborhoods across the United States through live performances, interactive experiences, workshops, and talent showcases.
- Best of The Apollo Traveling event bringing the energy and tradition of Amateur Night to other venues, with tickets starting at $100; co-presented with The Howard Theatre in Washington, D.C.
- Teen Takeover: We Outsideee Teen-produced event celebrating NYC culture with live entertainment from up-and-coming artists, art installations, cultural experiences, and refreshments at The Apollo Stages at The Victoria.
- Harlem Summer Nights Outdoor event kicking off Harlem Week at Under The 12th Avenue Viaduct, featuring community celebration, food festival preview, and live entertainment.
- Apollo Shop Sale of Apollo-branded merchandise including apparel, memorabilia, and keepsakes.
- Apollo A-LIST Membership Membership program providing early access to events and exclusive benefits to subscribers in exchange for membership fees.
Quantifiable outcome
- Launched careers of legendary artists including Ella Fitzgerald, James Brown, Luther Vandross, D'Angelo, Lauryn Hill, H.E.R., Jazmine Sullivan, and Machine Gun Kelly
- +2 more outcomes
Companies that use Apollo Theater
Customer profileNamed customers13 records
Segments5 records
Ideal customer profiles6 records
Apollo Theater technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Apollo Theater partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered flagship, minor and core.
- Kwanza Jones (SUPERCHARGED)flagshipCollaboration on Culture In Motion, a national roadshow initiative bringing Apollo programming directly into communities nationwide with SUPERCHARGED empowerment experiences and creative engagement.
- Sandlot UptownminorVenue partner for the Culture In Motion Community Boost Block Party in Washington D.C.
- The Howard TheatreflagshipCo-presenter of Best of The Apollo in Washington D.C., bringing together two influential stages in American music for a collaborative event. This marks the first time The Apollo and The Howard Theatre share a stage as official co-presenters.
- CitiflagshipSeason sponsor and Vice Chair of the Apollo's benefit program, supporting the institution's programming and fundraising initiatives.
- Coca-ColaflagshipPresenting sponsor of Amateur Night at The Apollo, supporting the iconic weekly talent competition that has launched legendary careers.
- Great PerformancesminorFood and beverage partner providing catering services for Apollo events and performances.
- Kostow GreenwoodcoreArchitect engaged for the design of The Apollo Stages at The Victoria, ensuring spaces serve the needs of artists, cultural partners, staff, and community.
Scale indicators6 records
Recent moves3 records
Apollo Theater competitors and assessment
Company assessmentBroad incumbents
- Lincoln Center for the Performing Arts: New York's flagship multi-venue performing arts complex. Comparable as a nonprofit performing arts presenter and venue operator, though Lincoln Center operates at much larger scale across many disciplines rather than centering a single cultural mission.
- Kennedy Center: National performing arts center and presenter in Washington, D.C. Directly comparable as a multi-venue nonprofit performing arts institution; notably awarded the Apollo its historic first-organization Kennedy Center Honor in 2024.
- Carnegie Hall: Iconic New York concert hall presenting music performances. Comparable as a historic nonprofit venue with a globally recognized brand, though it focuses on classical and instrumental music rather than the Apollo's Black-culture programming.
- Radio City Music Hall: Iconic New York performance venue operated within MSG Entertainment. Comparable as a large-scale, heritage theater producing high-profile live entertainment events, though commercially owned rather than nonprofit.
Direct peers
- Brooklyn Academy of Music (BAM): Brooklyn-based nonprofit performing arts presenter with multiple venues. Directly comparable as a multi-venue presenter operating theater, dance, music, and film programming in New York City for similar audience and donor bases.
- New Jersey Performing Arts Center (NJPAC): Major nonprofit performing arts center in Newark, NJ with multiple venues. Comparable as a multi-venue presenter offering a broad mix of music, dance, theater, and community programming with similar nonprofit revenue model.
- The Howard Theatre: Historic Washington, D.C. theater with deep roots in Black entertainment. Directly comparable as a heritage Black-music venue; the Apollo's official co-presenter for Best of The Apollo touring events, signaling a programmatic peer relationship.
- Blue Note Jazz Club: Intimate New York jazz venue with national footprint. Comparable as a music venue operator programming both emerging and established Black artists, with similar ticketing, membership, and intimate-performance dynamics.
- Harlem Stage: Harlem-based performing arts presenter focused on artists of color. Directly comparable as a nonprofit cultural venue in Harlem serving overlapping audiences, artists, and community programming.
Emerging players
- Smaller / regional Black-arts and entertainment nonprofits (e.g., National Black Theatre, MIST Harlem): Smaller nonprofit Black-arts presenters and theaters operating in NYC. Comparable in mission and community focus but with significantly smaller venues, budgets, and programming capacity than the Apollo.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Apollo Theater social profiles
Digital presenceApollo Theater financial estimates
Financial estimateRevenue estimate
Valuation estimate
Apollo Theater leadership team
Management profileNumber of profiles
Profiles14 records
Apollo Theater funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Apollo Theater 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 Apollo Theater
What does Apollo Theater do?
The Apollo Theater operates a multi-venue performing arts complex in Harlem presenting live entertainment including its flagship Amateur Night talent competition (since 1934), theater, dance, music, comedy, and film programming. The institution also offers arts education programs, public and private venue rentals, behind-the-scenes tours, and a gift shop, supported by ticket sales, venue rentals, donations, sponsorships, and a paid membership program as a 501(c)(3) nonprofit.
Is Apollo Theater a public or private company?
Apollo Theater is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Apollo Theater founded?
Apollo Theater was founded in 1934.
Where is Apollo Theater based?
Apollo Theater is headquartered in New York, United States, in the North America region.
How does Apollo Theater make money?
Six revenue lines are on record. Ticket Sales are the primary driver. The others are venue Rentals, donations and Contributions, sponsorships, membership Program and gift Shop.
Who are Apollo Theater's main competitors?
Broad incumbents on record are Lincoln Center for the Performing Arts, Kennedy Center, Carnegie Hall and Radio City Music Hall. Direct peers are Brooklyn Academy of Music (BAM), New Jersey Performing Arts Center (NJPAC), The Howard Theatre, Blue Note Jazz Club and Harlem Stage. Smaller / regional Black-arts and entertainment nonprofits (e.g., National Black Theatre, MIST Harlem) is listed as an emerging player.
Does Apollo Theater have an API?
No public API is recorded for Apollo Theater.
What industry is Apollo Theater in?
Apollo Theater's product category is Performing Arts Venue. Its primary akta.pro industry code is MPAGABAM, Performing Arts Centers & Presenters (Programming/Booking), with a secondary code of MPAGALAB, Theater & Performing Arts Venue Operations (Playhouses, Opera Houses). Its NAICS code is 7111 and its SIC code is 7900.