How platforms killed Pitchfork

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Today let’s examine the latest case of platform dynamics reshaping the digital media landscape, claiming as a victim one of the most culturally influential publications of the past two decades: Pitchfork, the venerable news and reviews site that for a time was among the most powerful tastemakers in music.

On Wednesday, Semafor’s Maxwell Tani shared an internal memo from Condè Nast, which had acquired the formerly independent publication in 2015. Pitchfork is being merged into GQ, chief content officer Anna Wintour announced; as part of the move, Pitchfork editor in chief Puja Patel is leaving the company. No further staff reductions were announced, though they seem inevitable.

“This decision was made after a careful evaluation of Pitchfork’s performance and what we believe is the best path forward for the brand so that our coverage of music can continue to thrive within the company,” Wintour wrote.

For a certain kind of millennial, the news hit like a death in the family.

“I can’t imagine my relationship to music without Pitchfork,” wrote Jamieson Cox, a former writer for the site (and former Verge colleague), on his blog. “I can’t imagine my relationship to myself without Pitchfork. It was the dominant voice in music criticism when my taste was an untouched ball of clay and it molded me accordingly.”