Remember when we wanted our MTV? For those too young to recall the heady days before the 24/7 dramarama of Lauren Conrad, the initials stood for Music Television. With the April 7 launch of the on-demand streaming video site Pitchfork.tv, indie tastemaker Pitchfork Media is hoping to do for the Internet what MTV once did for the airwaves. Inspired in part by the success of YouTube, the site has been in development since August and original footage has already been shot in New York and Chicago. In a recent IM conversation (edited for OMGs), Pitchfork founder and publisher Ryan Schreiber discussed the launch, jockeying for music’s Ebert & Roeper slot and the future of criticism in an ever-expanding blogosphere.
– David Greenwald
MTV rarely shows videos anymore – do you think you’ll be filling the niche they used to? Or is this something completely different?
Yeah, music videos will be a big part of it. We’re being selective about what we put up so there’s a level of quality control — the idea being that you can just press play and not have to skip around too much to find something that’s good. But the focus for us is the original content, documenting artists.
What kinds of programming are you planning on?
Artist interviews, sessions, documentaries and feature-length music docs and films. We have a couple of great concepts for documentary-style series we’re getting pretty close to putting together. We already have one called “Daytripping,” which is just going around with a band, seeing what they like to do, visiting them in the studio. The Man Man episode that we’re launching with was the first thing we ever shot. We drove to Philly, got a little tour of where they were staying, got burritos, then they rode their bikes to the studio, recorded for a while, and set off fireworks in the street. That actually ran in Forkcast not long after we shot it. We did one with Lee “Scratch” Perry too, which is just mind-blowing.
The press release promised Pitchfork writers in front of the camera – any chance of an Ebert & Roeper-type show with you and associate editor in chief Scott Plagenhoef?
I don’t know if that would ever happen. It’d be crazy, though – we both have pretty outspoken opinions about music and we’re comfortable enough with each other at this point that we can get into heated debates or arguments about bands or songs and both walk away happy.