Hey StudioBookers once a month we are going to take a look at some of the music industries biggest publications in our latest feature 'Has Music Gone Digital?'. For this first edition we are going to take a look at Pitchfork Media.
Pitchfork Media is an Internet publication that was established by Ryan Schreiber in 1995. The aim of Pitchfork is to provide its readers with music criticism, commentary, news and artist interviews. Originally it was set up to provide information on independent music (mainly indie rock) however over time they have extended their coverage to include electronic, pop, hip hop, dance, folk, jazz, metal and experimental music.
Today Pitchfork is one of the biggest online music outlets around. Schreiber and his ever-growing team of reviewers provide up to date reviews of the latest (mainly independent) music on offer, however this is not to say Pitckfork does not have their critics. It can and has often been said that the Pitchfork brand is more important than the opinions of their writers. This seemed to be the very case when they provided their review of Childish Gambino’s 2011 album ‘Camp’ which received a very measly 1.6/10 in their rating system. Blogger ‘Confusion’ stated, “I think their whole system is more based on how they want Pitchfork to be perceived” on PigeonsandSandplanes.com. Pitchfork has built up this reputation and readership that they feel with each review they have to cement with in their own views.
Don’t get me wrong; what Pitchfork has achieved is an outstanding achievement. Founded when the Internet was only a baby, they have outshone all their rivals to become a staple within the music community.
As well as the Internet publication, Pitchfork Media have expanded into other areas of the music industry. Since 2006 they have been running the ‘Pitchfork Music Festival’ that is forever expanding.
Pitchfork has a massive following on Twitter with over 1.8 million followers. They provide their followers with the latest music news and reviews such as those found on their website.
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