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PitChfoRk Media<br />
ryan schreiber leads the online music criticism movement.<br />
Words: cameron macdonald photo & illustration: chris eichenseer at someoddpilot, co.<br />
Ryan Schreiber claims that the worst traffic in Chicago is outside his Logan<br />
Square office.<br />
“It’s probably the worst intersection in the city for driving,” he explains.<br />
“It’s a huge circle and the lanes are splitting off in 20 different directions.<br />
Nobody has ever seen a huge traffic circle like it anywhere so no one really<br />
knows what to do.”<br />
Logan’s overly trafficked roundabout is an apt metaphor for the daily commotion<br />
of the record industry, especially since the internet blew a dam for<br />
music. And standing over that teeming circle with a fishing net is Schreiber’s<br />
online music zine, Pitchfork Media. Averaging 125,000 hits a day and with its<br />
critical influence rivaling that of many print music magazines, the 10-year-old<br />
site is quickly rising to the top of the music journalism pack.<br />
While indie rock is PFM’s staple, its writers also review hip-hop, jazz,<br />
funk, electronic and experimental music, along with running features on<br />
everything from the avant-garde nature of videogame sounds to the “lost<br />
generation” of late ‘90s bands that critics loved but nobody heard. Matmos’<br />
Drew Daniel reviews singles, while XLR8R’s own Philip Sherburne writes a<br />
monthly column on techno.<br />
Boosters laud PFM for its writers’ honesty–reportedly causing some<br />
record shops to piously stock their recommendations. Haters accuse PFM of<br />
being elitists or hacks who mainly delight in watering art from the bladder.<br />
“I think the appeal of Pitchfork is that we’re not bullshitting anyone,”<br />
Schreiber says. “When we love an artist, we do the best we can to evangelize<br />
them, sing their praises and hopefully get them heard by people who might<br />
share our interest in them. And when we hate an artist or a record, we’re<br />
very blunt and forthcoming about that.”<br />
As for the future, Schreiber plans to bring PFM into internet radio, along<br />
with beefing up the site and organizing another large concert like last July’s<br />
successful Intonation Festival at Chicago’s Union Park.<br />
“I still feel completely optimistic about the state of music and where it’s<br />
headed,” Schreiber declares. “I mean, there’s a lot of great shit buried out<br />
there in history, but I’ve also heard a lot of it and don’t feel the need to<br />
pore over the same records a billion times for the sake of nostalgia or some<br />
sugar-coated fictionalization of a better time.”<br />
www.pitchforkmedia.com<br />
What’s youR favoRite ChiCago institution? Ryan Schreiber: Jazz Record Mart. It’s this twisted labyrinth of old jazz.<br />
30<br />
Pitchfork Media’s Ryan Schreiber