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Dustin Drase writes

Pitchfork Launches pitchfork.tv

When MTV made its first broadcast, way back on August 1, 1981, the M in their name actually stood for music. The upstart cable channel’s very first airing; “Video Killed the Radio Star” by the British band, The Buggles, was not only a daring choice musically, but also a song with a very apt title. The dawn of music video had begun. Now the question is, on April 7, 2008, when Pitchfork Media launches the new Pitchfork.tv internet site, what will their first choice be? Will they commission Wolf Parade to write a song called “Streaming HD Quality Video Killed the Aging Music Station That No Longer Plays Music”?

When Pitchfork Media began in 1995, it was one of the few music review sites around, and it quickly posited itself as a leading force by writing entertaining pieces about bands that fell far below the major label radar. Today, Pitchfork is a veritable juggernaut within the music industry; having both their ever expanding online content and a successful music festival has helped them to launch smaller “indie” bands on a national level.

Stemming from years of in depth coverage, Pitchfork founder Ryan Schreiber and his crew plan to take the next logical step into the streaming video realm, giving readers an even more intimate portrait of bands as both artists (videos and live concerts) and people (documentaries). In addition to up-to-the-minute and long-lost classic videos, Pitchfork.tv will also air hours of exclusive content with behind the scenes footage from recording practices and concerts. The rest of the planned programming is ambitious as well, with concerts, full-length feature films, face-to-face interviews, disparate recording pairings and more. With all these ambitiously planned shows, one just hopes that pitchfork.tv avoids devolving itself into an endless rehashing of “Making the Band”, or “Flavor of Love.”

Despite its many detractors, Pitchfork has long proven itself to be a respectable independent force, so here’s to hoping for good things to come from this latest endeavor. Personally, I’d take a dueling interview between Mastodon and Neurosis over a “Real World” marathon any day.

Links:

http://pitchfork.tv/

http://www.pitchforkmedia.com/article/news/49084-pitchfork-to-launch-online-music-tv-channel-april-7

http://pitchforkmedia.com/

Posted on March 5, 2008 • Permalink • No Comments

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