Pitchfork
Link:
www.pitchfork.com
Which industries it covers:
Music
Why check it out:
The evolution of Pitchfork over the last 10 years has turned this digital publication specialising in music into one of the foremost examples of how a niche proposal can become mainstream without losing (too much) of its essence along the way.
Pitchfork takes music seriously. In fact, if you read the reviews from 10 years ago, you’ll see that they take it very seriously. Sometimes, even too seriously. By applying a lot of rigour and depth, Pitchfork managed to add a touch of moral superiority to its content. It is unthinkable that the Pitchfork of old would talk about the latest release from Justin Bieber: too popular, very mainstream, little to dissect.
When Condé Nast bought Pitchfork in 2015, the publication began treating its past as an RTB platform to expand its leverage in the music industry and use its point of view to give a new dimension to more popular musical proposals. Although this transition has been highly criticised by experts, it was then that it became an attractive publication for seeking strategic inspiration. It talks about Björk as well as Beyoncé, and, yes, it also covers Justin Bieber.
Pitchfork continues working with some of the best names in journalism, and their selections and rankings are important resources when it comes to understanding formats and the strategy and innovation behind the industry.
How often to check it out:
Once a week it should be enough. We recommend reading it thoroughly: don’t discriminate between current events, criticisms, opinions and content aggregators.
How long to spend on it:
Running over the content and focusing on the more inspiring items shouldn’t take more than 15 minutes.
How to read it:
Pitchfork inspires our strategy through 4 main principles:
- Reviews: the publication is especially known for its music reviews. Rather than the merits of a specific proposal, it’s important to look at the stance that the journalists adopt. It helps us understand how those who consider themselves to be industry insiders see their world and their surroundings.
- Branded Content: Pitchfork has a faithful audience that identifies with premium, curated services. The same values found in alternative music extend to coffee, beer, ice cream, events and more. “October” is a magazine by Pitchfork that covers craft beer and its relationship with music and the accompanying lifestyle. It is branded content for AB-InBev, the world’s largest brewing company.
- Collections and rankings: there is no better way to connect with millennials and Gen Z-ers than using the titles that appear in Pitchfork rankings in our updates and experiences.
- They are in ‘L’Air du Temps’ of music: their playlists, which you can listen to on Spotify and on the online publication itself, are the soundtrack of the internal work sessions at The Hunter.
