Pitchfork, the immensely popular music blog, is launching an online music channel to "document independent music as it happens". According to the site, the channel is in response to the decline of music-centric programming on music networks. While television attention is given to rock giants (Bono, anyone?), independent music often fails to receive similar creative attention. The rise of the Independent film channel, and general success of Independent films over the past years has proven that the American public is open to deviating from the mainstream, and, thanks to Pitchfork, indie music gets its own venue.
A visual extension of the blog, Pitchfork.tv will bring indie fans closer to their favorite music- through mini-documentaries, exclusive stage sessions, full concerts, interviews, and a carefully "curated" selection of music videos. In addition, Pitchfork.tv will become the first online video channel to screen full-length feature films, vintage concerts, and music DVDs free of charge. How cool is that? Sure, netflix has obscure-ish music titles, but you pay a fee. Now you can watch a Pixies concert film free of charge, in the comfort of your own living room. Content is also available to consumers on-demand, a feature that allows people to weed out what they deem uninteresting and move on to their preferred content. The online channel is without revenue, leaving it to be a user-controlled, and pitchfork-moderated creative vehicle.
I love this. I can't wait for the launch (April 7, in case you're interested). I love Pitchfork, and read it often, frequently using it for purchasing advice, music news, and concert updates. Sure, MTV2 airs some independent videos, and MTVu (yes, it exists) communicates the interests of the college radio devout, but indie music needs it's very own visual home.
Also, speaking of the channel's boast of secret rooftop shows, I found another venue for indie
artists. The "Black Cab Sessions" takes artists on a cab ride around London, wherein the musicians perform and record a song or two. It's pretty great, and the lineup so far has been impressive, and I have found myself constantly checking for new videos. Check it out. If you're a music fan, you won't be disappointed. Local tip, Austin bands Spoon and Okkervil River have both participated.
2 comments:
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