THE basement of the East Village bar Ella was packed on a recent, simmering Tuesday night. The 90 or so people in attendance stood watching the comedian Tim Heidecker sweat. “Are you guys, um, into basketball?” Mr. Heidecker stammered. “Because I was thinking they should call the Knicks — the New York Heat.”

Almost everyone got the joke — which was, of course, that the joke was bad. The one guy in the audience who loudly disapproved probably hadn’t been to the Tuesday-night comedy show, “Sweet,” before.
“Sweet” belongs to Seth Herzog: downtown stand-up staple, “Late Night With Jimmy Fallon” warm-up, comedy world connector extraordinaire.
“He’s the perfect conduit between regular people and celebrities,” the comedian Craig Baldo said. “In his room they all feel normal — which they are.” Zach Galifianakis was here before “The Hangover,” as was Justin Long before “He’s Just Not That Into You.” The same goes for Donald Glover of “Community,” Whitney Cummings of the coming NBC sitcom “Whitney” and Kristen Schaal of “Bob’s Burgers.”
Back at the recent show, Mr. Herzog, 36, who has close-cropped dark hair and a face prone to explosive expression, wore a linen tunic that, he said, “is the shirt worn by a guy who’s dying for you to ask him about his trip to Peru.” He watched Mr. Heidecker’s nervous-comic character act from the shadows. And he looked pleased.
“ ‘Sweet’s’ an experiment,” Mr. Herzog said later. “I love when performers come in with some weird new bit. It’s our lab to do whatever we want.”
The experiment, which doubles as a TV special dry run and an industry hangout for New York lifers and West Coast visitors, kicks off its seventh season this week. Since it has long welcomed on-the-cusp names — the same night Mr. Heidecker performed, the relatively new sensation Ali Wong nailed her set — “Sweet” now counts among its alumni a Who’s Who of comedy royalty.
Case in point: The debut show, on Aug. 4, 2004. The bill included Michael Showalter, co-creator of “The State” on MTV and Demetri Martin, who would go on to “The Daily Show” and Comedy Central dominance. “Paul Rudd did a news spoof thing,” Mr. Herzog said. “Ed Helms told a crazy story about throwing up in Itzhak Perlman’s studio.”
The show’s origins date back a full decade, when Mr. Herzog, who grew up in Princeton, N.J., moved to New York. It was 1994, at what he calls “the exact moment the alt-comedy scene here was born.”
Traditional clubs still reigned, and as a new stand-up he was welcome at them “because I was young, and my friends wanted to go out, so I’d bring 30 people.”
But a shift was under way. Shows with ragged vibes — and without two-drink-minimums — were popping up across the city. Mr. Herzog became a producer on one of them, “The Industry Room,” at the former Freaks Local on 44th Street. While most of the show’s principals, including Josh Weinstein, now a producer (“The Simpsons,” “Futurama”), were tempted away by Hollywood, and the show shut down, Mr. Herzog stayed put, paying the bills with commercials, talk-show comedy gigs and stints as Batman’s sidekick, Robin, at Las Vegas conventions.
Then the owner of the Slipper Room on Orchard Street (“Sweet” played there until moving to Ella last year) asked Mr. Herzog to host some of its burlesque nights just as he was considering starting his own show. (Comedy, that is — not striptease — though, for a laugh, he’s been known to don diapers or embellished briefs.)
They struck a deal, and the kicky, casual “Sweet” was born. After a packed premiere, Mr. Herzog estimated, the average weekly audience that first year hovered around 40. And there didn’t seem to be a comedian who would say no to him. Longtime “Sweet” players fall into two categories: those who imagine they’ve known Mr. Herzog forever, and those who actually have.
“I don’t remember how I met Seth,” the actor Will Forte said. “I can’t remember a time not knowing him.”
The comedian Jim Gaffigan said: “I feel as if I’ve known him for a hundred years. And what drew me to the show was that friendship.”
Mr. Showalter said: “We were third-grade classmates at Littlebrook Elementary. We were both doodlers and fans of John Belushi. We’ve been friends ever since.”