CHICAGO (Hypebot) â€“ IS THIS A NEW ERA IN MUSIC TV?
MTV may be out of the video business but popular indie music blogs Pitchfork and Stereogum are jumping in to fill the void. Pitchfork.tv has launched today with a strong design and another exclusive performance by Radiohead. Stereogum's effort Videogum is scheduled to launch tomorrow.
YouTube and videos on Yahoo, Rhapsody and AOL may have paved the way for these new sites by delivering huge numbers of viewers and encouraging a plethora of budget video production. But Pitchfork and presumably Videogum promise to be far more curetted experiences.
To date music related online has been fan driven. You learn about a clip and go watch it. 3-5 minutes later you're on to something else. While still offered on demand, much of Pitchfork's new programing requires more commitment. That's better for advertisers and a smart extension of the Pitchfork and Stereiogum brans, but it remains to be seen if the fans will respond.