Aug 23rd, 2007 // 16 Comments

thisisnext.jpgWe’re pretty sure this isn’t true, but on the 5 million to one chance that it is, we are clearly too stupid to be in marketing: “Yeah, so someone I know told me this shit was partially funded by Pitchfork, and so they did that 0.0 review for that Next CD as a marketing plan to get some kind of buzz going. WTF?” [Bathysphere]

  1. Bazooka Tooth

    No fucking way– the review is right-on, these are all old tracks that anyone with a passing interest in indie music has already heard. If this was P-fork sponsored, it would have much more obscure tracks, and artists.

  2. King of Pants

    @Aquemini: And that’s the sort of warm, inclusive vibe that will ensure that indie has a shelf-life beyond its narrow historical realm and isn’t just some sort of hermetic cyst in the body music, a cul-de-sac that never outgrows itself.

    Oh, wait.

  3. Lucas Jensen

    @Aquemini: Um, I agree with Aquemini? Uh-oh…

  4. the rich girls are weeping

    God, didn’t we already have the “Pitchfork is the new version of the Man” conversations like, two years ago?

    If anyone is shocked, SHOCKED by this, you obvs. haven’t been reading the Forkcast over the past few months. Nor have you noticed the P’fork’s gradual shift towards upper middle class 30-something white bread male lowest common denominator-ness in the reviews department.

    Hell, I’m boring myself just enumerating all this evidence. *sigh*

  5. mackro

    “partially funded”. Well, maybe Pitchfork bought a lot of junk food over the years whose corporate parents happen to be the parent company of the parent company of the parent company of the label who put this comp out?

    SICK ‘EM!

  6. Thierry

    @Aquemini: But didn’t the review itself point out that most of these tracks had already appeared in the Forkcast? Interesting…

  7. Halfwit

    I just wanted to share a story:

    A close friend of mine was totally into (and on top of) indie music while she was in high school and college during the mid to late 90s. Archers of Loaf, Sebadoh, indie (and “indie”) label comps… she was down with all of it.

    Then she graduated college, got a serious boyfriend, bought a house, and started graduate school. Guess what? She doesn’t have time to scour idolator for the latest darlings, much troll through all the mp3blogs and track the latest leaks. She does, however, have time to pick up a CD while grabbing housewares at Target and play them on her commute to and from class.

    Not everyone is still in school, has a cubicle monkey job, or otherwise has the time to invest in the (easier, but still time-consuming) work of keeping up with the modern music scene. That doesn’t mean that all of sudden all they’re interested in is Jack-FM. If this compilation gives these people a way to still hear good music – more power to it.

  8. Chris Molanphy

    @Halfwit: Thank you. Just, thanks, from my 35-year-old, mortgage-having ass.

  9. Lucas Jensen

    @Halfwit: Um, so she went to Pitchfork and saw the 0.0 and decided not to buy it? You guys keep validating my point. She is EXACTLY the type of person who wouldn’t read the site or care about the rating that they gave it. And I anxiously await the huge Target promotion this thing is going to get.

    And, by the way, I’m in grad school, work full-time, am in a number of bands, do a bunch of things. And I DON’T want to buy it.

  10. Lucas Jensen

    Also, does ANYBODY buy that Vice Records and Pitchfork are in cahoots, really?

    @therichgirlsareweeping: I await the enumeration of evidence. I don’t see any.

  11. Ned Raggett

    Uh, Lucas, chill a bit here. Signed, Former Grad School Guy Without a Mortgage.

  12. janine

    @sjc: Agreed. Do indie rock songs have some sort of dairy component?

  13. the rich girls are weeping

    @Lucas Jensen: You can’t see me, but I’m rolling my eyes so far back in my head, I can SEE MY BRAIN. Srsly. Chill out.

  14. pantsonfireliarliar

    @Halfwit: Oh come on, it’s easy nowadays. One can feign some indie cred just by following stereogum, brooklynvegan and the bowery ballroom concert schedule. (Screw pfork!) And for the cherry on top, just look who’s playing Mercury Lounge for the week and start talking about them. I’m convinced half the people who show up for any given Bowery show these days does exactly that.

    As for Target, last time I was in one, didn’t they have a What’s Next type shelf already setup? This would go right in there and I can imagine a new CD every 2-3 months.

  15. Halfwit

    @Lucas Jensen: My point wasn’t so much whether Pitchfork’s review would have any impact on this demo (it won’t). I guess I’m in the camp of people who are thinking “what’s the point, Pitchfork”? For those who read Pitchfork, it’s completely irrelevant… and a 0.0 review only serves as the echo-chamber/self-congratulary reacharound that Pitchfork has descended into since it decided that it was “progressive” enough to recognize that pop music can actually be enjoyable.

    At the same time, I still defend the usefulness of such a compilation for some demographic (even though the marketers apparently have no real sense of who this market actually is).

  16. nonce

    Pfork Pfork Pfork Pfork Pfork. The most interesting thing about Pfork is that one of their recent reviews was sort of intelligent (New Pornos) and they also gave MIA best new music status despite a review that seems almost entirely negative.

    Signed, destitute double-degree grad student who sometimes buys mainstream-pop comps on impulse, especially if they’re dirt cheap.

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