Wired has an article on the increasing influence of the Chicago-based indie music review site Pitchfork Media who first turned me on to Yo La Tengo, Modest Mouse, Arcade Fire and Broken Social Scene. The reviewers at Pitchfork have directed much of my iTunes experimentation ever since I took the plunge and decided to buy into Apple's DRM a few years ago.
"Though the music industry has seen drastic changes in recent years, what has remained constant is the fact that most listeners still find their music with the assistance of a filter: a reliable source that sifts through millions of tracks to help them choose what they do (and don't) want to hear.
The filters we traditionally depended on – music magazines, radio stations, music video channels, even the recommendations of a trusted record store clerk – have diminished in influence enough to give a player like Pitchfork room to operate.
Pitchfork is a small site: The traffic it draws is too tiny to be measured by Nielsen//NetRatings. But like the indie bands that are its lifeblood, Pitchfork has found its own way to thrive in an industry that is slowly being niched to death: It influences those who influence others."
"The priorities of the mainstream media are to give the audience what they believe they want," says Matthew Perpetua, who writes about indie rock at Fluxblog.org. "Pitchfork goes for things that are not obvious, or aren't on the radar at all. They write about things simply because they're interested in them."