Pitchfork’s decimal-point reviews wielded career-making power over indie bands

Evidence

Yet, just as poptimism ascended, resistance emerged in the form of a website: Pitchfork Media. Launched in 1996 by Ryan Schreiber as a zine-like venture, Pitchfork championed indie rock, avant-garde experimentation, and left-field artists. Its reviews, scored to decimal-point precision, became beloved for their meticulous discussions of underground releases and infamous for brutal takedowns of indie stalwarts Sonic Youth and Liz Phair. In what became known as the Pitchfork Effect, high scores on the site launched the careers of many indie bands, such as Arcade Fire, Broken Social Scene, and Clap Your Hands Say Yeah. Dan Hougland at legendary NYC independent record shop Other Music noted in 2004, “The writer for Spin makes more money, but the Pitchfork dude has way more power.” — W. David Marx, Blank Space, 121

Categorization

• SHARE: The Other Music owner’s 2004 line about the Spin writer vs. Pitchfork dude is a perfect nerdy tidbit for a music-nerd friend.