pitchfork
Mano Sundaresan, founder of the music blog No Bells, will take on the role of Head of Editorial Content for Pitchfork, the publication announced on Tuesday (July 2).
He joins during a fraught time for media — numerous publications have laid off staff in the last 18 months — and for Pitchfork in particular. In January, parent company Condé Nast folded Pitchfork into GQ and cut a number of longtime staffers, including Puja Patel, who had served as editor in chief since 2018. The backlash was swift: The Washington Post declared “the end of Pitchfork,” while The Guardian called the move “a travesty for music media” and many publications ran postmortems eulogizing the venerated site.
“I understand what the concern was — [people thought] this really important media outlet was going away,” Will Welch, global editorial director of GQ and Pitchfork, tells Billboard. “It was a misunderstanding. It’s not going away, and in so many ways, it’s getting all this new energy.”
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That starts with Sundaresan. In 2021, stuck at home during the pandemic, he decided to launch No Bells. “Everybody in quarantine had their little hobby,” he tells Billboard in his first interview since taking the job. Some took up baking bread; he started a site to house some of his stories — “mostly about these undercover online music scenes” — that weren’t being accepted by the remaining publications in a rapidly-thinning music media landscape.
“It was initially me doing everything: writing, editing, designing a bit,” Sundaresan recalls. “But then I brought on some friends and made it more of an actual publication.”
As No Bells grew, it “started to gain a bit of authority,” he continues. “We definitely became a voice for the underground rap scene in New York, and in Milwaukee, and in these various micro-communities that were popping off.”
Sundaresan, who also worked previously at NPR and freelanced for several sites, spoke with Billboard about his plans for Pitchfork‘s future, in an interview alongside Welch. These are edited excerpts from the conversation.
What did you learn building No Bells that you’re hoping to implement at Pitchfork?
Sundaresan: What I’m bringing to Pitchfork is essentially the adaptability and experimentation that comes with trying to start a music blog in the 2020s. It’s really hard. It requires not only publishing interesting stuff but also seeing where your audience is and cultivating that. We didn’t have any type of legacy to hinge on.
Pitchfork is interesting because it obviously has this authority [built] over two decades now. It’s also got a bevy of incredibly talented writers, and I think we’re in this age where we turn to individual tastemakers for validation when we’re curious about new music. I think more care needs to be put into building worlds around those tastemakers. That’s kind of what I was doing at No Bells, and that’s what I’m going to try to do at Pitchfork.
Are there other new directions or priorities you’re interested in?
Sundaresan: I’m definitely trying to honor the traditions of Pitchfork as-is. They’ve done so much over the past few years, especially with broadening the accessibility, making it more conversational. I want to continue those efforts. Really, my focus is to try to adapt Pitchfork to the modern age of media, where individual voices are prioritized. We can tap into the incredible writers that are on staff and try to build verticals and columns around what they’re doing — cater to more specialized audiences that way, and younger audiences that way.
What does it mean for Pitchfork to be folded under GQ? What’s different now compared to a year ago?
Welch: Pitchfork is still continuing as Pitchfork and GQ is continuing as GQ. I’m now leading both, and very excited to have Mano working on the Pitchfork project with me. And there are ways that we are sharing efforts on the back end — operational stuff, logistical stuff. We just had a really cool meeting last week, where it was GQ editors sharing what they’re excited about in music looking ahead at the rest of the year, and then the Pitchfork editors doing the same. There are conversations like that happening, but the Pitchfork brand is continuing standalone, and GQ is continuing standalone as well.
This new chapter is taking place after a round of layoffs that got a lot of attention. What led to the layoffs, and what do those mean for the future of the publication?
Welch: I’ve been a reader of Pitchfork for 20-plus years. I started my career at The Fader, another music magazine that was sort of at its peak around the time that Pitchfork was really thriving. There was always a [dynamic of] looking across the road at what the other was doing. It’s an honor to have the opportunity to actually work on Pitchfork and to lead the team. They have done an awesome job in the time since January; we’ve been continuing to publish at a great clip. There’s been a lot happening in music, really exciting, emerging music that the site has covered — as it always has, going all the way back to the beginning — and then a bunch of huge releases as well.
Mano had such a clear vision for really what drives music conversation today, what all of us who are on the internet every day want to see. That just clarified for me what the future should be. Now we get to lead a conversation with a team of staff members and contributors about how we apply what Mano articulated: What should we keep exactly the same, and what can we do in new ways, especially as we think about all the platforms at our disposal.
It’s really hard for musicians right now. The way things are set up can be really beneficial to the huge acts, and it can be really hard for the middle and for the younger acts. And I think a huge part of Pitchfork‘s role is supporting that whole ecosystem, especially new artists and people that are in that difficult middle ground.
Sundaresan: One thing that’s working really well with No Bells is the way we’ve built a community around what we do — writers certainly, but also artists. Pitchfork at one point, before it got bigger, was very community-driven. I want to try and restore some of that feeling, getting back to being literally on the ground reporting about things, creating physical spaces for writers, whether that’s live events, readings, panels. I want to create more of a real community around this really robust online ecosystem that Pitchfork already has.
Even before the layoffs, it felt like Pitchfork started running fewer reviews and moved them down the homepage. The New York Times was historically focused on reviews but it has moved away from them as well. Do you still believe that format has value?
Sundaresan: I feel like every few months the album-review-is-dead conversation pops up. For every discourse around that, you see 18,000 more people posting that Taylor Swift got like a 6.2 or whatever it is. Album reviews, especially for some of these really big releases, are pored over by fans. Some of the highest-performing things on the Pitchfork website are still album reviews.
And I think there’s still such a necessity, from a historical record standpoint, for album reviews. You see with platforms like Tiktok and Instagram Reels — they’re really important, and I think Pitchfork really needs to tap into them more and create more interesting content around them — but there’s only so much you can do. You need comprehensive writing of some sort about these really important releases, just so that in five or 10 years, somebody can come back and see this is what happened at this time.
Welch: I would also add that if other outlets have moved on from reviews, and Pitchfork is still known as the place that’s really committed to that form, then that’s a position of strength for us. The foundation of the site is news and reviews, and that can and should continue. And then we’re going to do a bunch of other cool stuff too.
Is there a tension between trying to document some of these smaller scenes and the need to generate traffic? It seems like people have moved away from covering some of the niches because they’re all fighting for the same mainstream clicks.
Welch: We live in a world where audience matters, traffic matters. At Conde Nast, we have KPIs for audience just like any other media brand on Earth. But I think there’s a huge opportunity to evolve the Pitchfork ecosystem. When that’s done effectively, and I think GQ is a good example of this, your business does not live and die based on pure raw traffic.
Broadly right now in internet media, relative to other phases that I’ve been in, this is not a time of traffic as the be-all, end-all. Without taking it to a naive extreme, Mano’s directive is not to chase traffic. It’s to build a really high quality website. And then we’re going to be collaborating with the rest of the team on building out the Pitchfork ecosystem. Mano referenced events — I think that’s incredibly important. Thinking in new ways about the social platforms, there’s just so much you can do, so many different ways to not just mean something to your audience, but also to bring revenue into the brand that isn’t about raw traffic.
Sundaresan: You nailed it. Tent-pole reviews are always going to matter. But No Bells to some extent was about, “Let’s create this ecosystem around online music scenes.” We didn’t always have the highest readership. That wasn’t our goal. But we were able to sustain ourselves just by having very loyal readers because they cared about the things that we cared about.
I think Pitchfork has a potential to essentially do that tenfold, and have different pockets that cater to specific audiences, almost like subcultures, that are spearheaded by genre specialists — which, by the way, Pitchfork already has. The resources just haven’t been put in those directions yet.
After the layoffs, I’m sure you saw there was just a wave of pieces basically saying that Pitchfork was dead. Do you have any response to those?
Welch: Just that Pitchfork is still continuing as Pitchfork. I feel confident in my ability to lead the title, and I think we have an incredibly exciting new voice, new thinker — it wasn’t until I talked to Mano that it really crystallized what I thought the future of Pitchfork should be. He’s bringing this very of-the-moment perspective: This is how people want to talk about music. All the tools are there, we just need to adjust the dials a little bit, do some new things. And I think there’s an opportunity for Pitchfork to really grow and feel fresher than ever.
When Condé Nast announced in January that it was folding the nearly 30-year-old music website Pitchfork into GQ, music fans and journalists decried the downsizing of a revered media outlet that gave voice to a diverse array of music genres, styles and artists that it praised and panned with its decimal system rating scale.
The shake-up also resulted in the departure of another woman from a leadership position in the music industry. Puja Patel, whom Condé Nast named Pitchfork’s first woman editor-in-chief in 2019, was among those laid off after presiding over an expansion both in staff and coverage. A veteran of Spin, which she also ran, and The Village Voice, Patel — the daughter of a Zimbabwean father and Indian mother — advocated for “more conversational and accessible writing,” ensuring that the publication’s tagline of being “the most trusted voice in music” rang true for a wider range of readers. She also empowered her staff to shape that coverage and widen its focus from the once-male-dominated space of indie-rock to include, for instance, regional rap, Latin and urbano music, while also supporting indie’s current generation of stars such as Phoebe Bridgers, Mitski, Adrianne Lenker and HAIM.
In her first interview since leaving Pitchfork, Patel, 38, discusses her impact on the brand and why music journalism is here to stay.
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What were your goals as Pitchfork’s editor-in-chief?
I really knew what I wanted to do with it when I went there, and I think having some security of vision and a strong sense of the legacy of a publication — being able to keep that alive while also growing the thing — is the biggest task of anyone taking on an institution like Pitchfork. But I was mostly excited about taking an incredibly talented staff and [helping build] an even more expansively minded staff.
“I would hang out in my uncle’s records and tapes store while visiting my mom’s family in India. I grew up influenced by the mixtapes he’d make and send to her.”
Krista Schlueter
How did you see the impact of those changes during your time there?
The work of changing a place that is so beloved and such an institution is slow and purposeful. Often when someone new comes in, people expect some kind of bombshell explosive reinvention. The harder and more meaningful version of that is keeping the best parts and changing the parts that can be changed. The staff is very obviously more diverse than it has ever been. The taste on the site — it has gotten weirder and more engaged with popular music. And the readership has also become a lot more inclusive.
What were your ultimate goals for Pitchfork’s growth and evolution?
I wanted Pitchfork to be the destination for the discerning music listener — a place where you could discover an artist, listen to our staff debate and contextualize new releases; hear from the musicians themselves; see them live at one of our shows; and become part of our community online and in person. It was important to me to be deliberate about expanding the scope of our editorial while also advocating for brand expansions in audio, sponsored activations and consumer growth.
“It takes so much work and curation to build a unique festival,” Patel says of Pitchfork’s annual Chicago event. “The lanyards remind me of some of my favorite live-music moments and seeing our vision come to life.”
Krista Schlueter
Indie music is currently more diverse and dominated by women. What role did Pitchfork’s coverage play in that evolution?
I wouldn’t go so far as to say that Pitchfork is the reason why that has happened, but I think we did make a really pointed case in recent years to say, “We’re going to give this artist what might be their first interview for a major publication. And we might also go ahead and book them for the festival.” We’ve heard from labels that they have signed artists based on Pitchfork album reviews and that tickets to shows have sold out once [an act] got Best New Music or once Pitchfork gave a glowing recommendation. Part of the way we curated the festivals during my time at Pitchfork was to give at least one [artist] their first headlining set at a festival. During my time there, that was HAIM, Big Thief, Phoebe Bridgers and Mitski. All folks who are vitally important to the conversation around music right now.
What role will the album review play going forward?
I find that music criticism and, specifically, the role of the album review is so important for anyone who cares about music. Every single day at midnight, we saw an uptick in traffic when we published our new album reviews. They are a way for fans to gauge their own understanding and opinion of how they feel. Beyond that, they contextualize an album against the artist’s own discography, explain the nuances of lyricism or that a [song sounds] intentionally familiar because it’s a callback to some other piece of art. I also really believe that the album review is a way for people to soundboard their own instincts. When they see, in Pitchfork’s case, a score, or they read someone who is talking about how a piece of music makes them feel, it’s a way for them to viscerally say, “I agree” or “I don’t agree” and explore why.
“I saw around 50 shows last year and always hold on to ticket stubs from special shows.”
Krista Schlueter
Why is it important to have a wider and diverse group of people pick Best New Music?
When I started at Pitchfork, I really made the idea of the album review scoring and consideration much more inclusive and collaborative. We would invite the entire staff to listen to an album. Bringing more people and more perspectives into the conversation opens up new windows and lanes to consider the piece of music, which always in my mind made us like it more. That’s not to say that there wasn’t an executive decision made from time to time.
With music publications shuttering or shrinking, does that create more space for independent voices to thrive?
It has been hard to watch the most iconic music publications slowly being pared down more and more. I’ve found a ton of inspiration and joy from the way that younger folks are using social media as a place to make music discovery and discourse accessible to more casual fans — especially as we’re seeing labels encouraging artists to take ownership of their narratives through some of the same formats. And while that sort of push from the music industry makes the industry ostensibly or optically less reliant on a journalist’s viewpoint, I still believe that journalism and arts writing is extremely valuable. At the very least, it acts as a historical record. So much of music right now is repurposed from other music, and knowing what you’re listening to and where it comes from is exceedingly valuable. I really believe that even very good marketing can’t replace very good music journalism.
Krista Schlueter
Who are your must-reads?
I want to shout out Mano Sundaresan’s blog, No Bells, which started as this tiny, friends-talking-about-rap thing but has evolved into a collection of some of the most interesting and spirited young people with a massive curiosity for new music. It’s done with the humor and levity and general alt-counterculture spirit that is missing from so much “capital s” serious writing.
How have you shaped the future of music journalism?
There tends to be a lot of acclaim awarded to people who are the first of their identity to step into some role that has historically been reserved for a certain other kind of person. And, honestly, almost everywhere I worked, I’ve been the first of some kind in my position: the first woman, the first person of color, the first Asian American. In most cases, I’m two of those things, sometimes all three. So you’re proving yourself to the systems that were made with other people in mind, and you are also bending those systems toward the future. You are de facto acting as a representative or a sounding board for people who might be or have felt underrepresented in the past. And just by way of that, you’re also reshaping the industry that you’re a part of.
This article originally appeared in the March 2, 2024 issue of Billboard.
Earlier this week, Anna Wintour, chief content officer of media company Condé Nast, announced that Pitchfork will become a vertical at men’s magazine GQ and will undergo restructuring and layoffs. Many Pitchfork employees were laid off, including features editor Jillian Mapes, longtime employee and executive editor Amy Phillips and current editor-in-chief Puja Patel, according to Wintour’s memo to staff.
“Without Pitchfork, there will be fewer avenues for Canadian artists to reach a broad American audience,” says Polaris Prize-winning musician Cadence Weapon — real name Rollie Pemberton — who received coverage from the site early in his career and began writing reviews for it as a teenager.
“When Broken Social Scene and Arcade Fire got boosted by the Pitchfork Effect in 2003 and 2004, it gave independent Canadian musicians hope,” Pemberton tells Billboard Canada. “Back then, anything that wasn’t on a major label was largely ignored by our own country.”
“Getting a thoughtful and favourable Pitchfork review for The Shape of Your Name in 2019 cracked open the door for me into the U.S., which ultimately led to American labels and my agents coming on board,” says Canadian singer-songwriter Charlotte Cornfield. “I think that ultimately the changes at Pitchfork will create another barrier [to] entry for Canadian musicians when it comes to growing their careers outside of Canada.”
The concerns extend beyond Pitchfork. Many artists, writers and music industry members see the layoffs as part of broader trends in the music and media industries.
Andrew McLeod, who releases music as Sunnsetter and performs in Zoon and Ombiigizi, argues that the only obvious way to make new fans is to go viral.
“In the phase of the internet that we’re currently living through, it’s much harder to create new mechanisms of any significant size that exist outside of the structures of these massively capitalized platforms like Spotify, Meta, TikTok,” he explains. Major labels have the resources to mount massive social media campaigns, but for independent artists, it’s challenging to break through.
Read more about the impact of the loss of music media here. – Rosie Long Decter
Boots and Hearts Producer Launches Management Arm, RLive
Republic Live, producers of the annual multi-day Boots and Hearts country music festival north of Toronto, has launched a management division called RLive. Newly appointed Alberta native Casadie Pederson has been named as director of artist management and development.
RLive will be based in Nashville, where Pederson will work alongside Republic Live’s festival booker Brooke Dunford. The Republic Live Canadian office has also added Hannah Buske in Toronto. She will support Dunford in future festival bookings and support management and marketing initiatives.
RLive is a natural extension of the festival’s opening night emerging artist showcase. In an earlier interview, Dunford stated that promoting Canadian talent at Boots and Hearts Music Festival — which annually attracts 40,000 a night and offers on-site camping, carnival rides, food trucks and other amenities — has always been one of its chief mandates.
The first signing for RLive is Tyler Joe Miller, a Surrey, B.C. singer-songwriter who has scored seven top 10 Canadian country hits since launching himself in 2019 with two back-to-back No. 1 hits – “Pillow Talkin” and “I Would Be Over Me Too.” Miller joins fellow CanCountry stars Shawn Austin and Andrew Hyatt on a 20-city, west-to-east Country MixTape Tour of casinos, theatres and concert venues that opens in April.
Republic Live is a privately held Canadian company formed by the Dunford family that owns the 585-acre Burl’s Creek Event Grounds north of Toronto, where Boots and Hearts is staged annually.
Canadian venture capitalist Stan Dunford and Nashville-based live music promoter Nick Kulb were early backers of what has become one of the largest multi-day festivals in North America. – David Farrell
Chantal Kreviazuk Sells Song Catalogue to Anthem Entertainment
After decades as a Sony/ATV Music Publishing Canada songwriter, Winnipeg-born singer Chantal Kreviazuk announced that her song catalogue has been acquired by Anthem Entertainment.
It’s a major acquisition. In addition to CanCon hits of her own like “Before You,” “Boot,” “In This Life,” “Time,” “Weight Of The World” and “Get To You,” she’s also written songs by artists like Drake, Avril Lavigne, Shakira and Carrie Underwood. Her catalogue includes diverse hits like “Feel This Moment” by Pitbull and Christina Aguilera, and “Rich Girl” by Gwen Stefani.
Kreviazuk has won three Juno Awards and was awarded the Order of Canada in 2014, along with her husband, Raine Maida of Our Lady Peace, for their efforts to raise awareness and support for human and animal rights, mental health, education and the environment.
As for Anthem Entertainment, the Toronto-based company has made a major move into acquiring more publishing catalogues over recent months, including rising country singer Jordan Davis and some of Timberland’s catalogue, including cuts with Justin Timberlake and Jay-Z.
Last year, the independent company made some major executive moves, instating Jason Klein as the new permanent CEO. – David Farrell & Richard Trapunski
Last week in Canada: Top Vinyl Sales & Amazon Music’s Artists to Watch
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Source: Pitchfork / Pitchforl
The vaunted music publication Pitchfork will be merged into GQ, and the shocking announcement came with a wave of layoffs.
On Wednesday (Jan. 17), an internal memo from Anna Wintour, the chief content officer of Condé Nast, announced that Pitchfork would be merged with the men’s magazine GQ. “Today we are evolving our Pitchfork team structure by bringing the team into the GQ organization. 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,” the memo began.
“Both Pitchfork and GQ have unique and valuable ways that they approach music journalism, and we are excited for the new possibilities together,” the memo by Wintour continued before adding that there would be layoffs. “Some of our Pitchfork colleagues will be leaving the company today,” she said.
Wintour would go on to thank Puja Patel, the editor-in-chief of Pitchfork who would wind up being one of those employees laid off. “For her leadership of the title over the last five years. She has been a wonderful colleague and advocate for the brand, and I’m grateful for her and the team’s many contributions.”
Under Patel’s stewardship, the publication moved from being a masthead that handed out minute praise to artists since its inception in 1996 to becoming more diverse in its base of contributing writers. It was also attached to music festivals in Mexico City and London. In that time, it has faced heavy criticism for its past music reviews, prompting it to “do-over” certain reviews.
Condé Nast announced in November 2023 that it would be laying off 5% of its present workforce, amounting to 270 employees. The publishing brand acquired Pitchfork in 2015. Many music journalists mourned the news along with those at Pitchfork who were laid off, including features editor Jill Mapes. “After nearly 8 yrs, mass layoffs got me. glad we could spend that time trying to make it a less dude-ish place just for GQ to end up at the helm,” Maples wrote on X.
Condé Nast announced on Wednesday (Jan. 17) that it is laying off staff at the music publication Pitchfork and that the website will be absorbed by another Condé title, the men’s magazine GQ.
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Anna Wintour, Condé Nast’s chief content officer, said in an email to staff that “we are evolving our Pitchfork team structure by bringing the team into the GQ organization. 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 with the company.”
According to the memo, Puja Patel will no longer be editor in chief after the changes; she’s been in the role since 2018.
“With these organizational changes, some of our Pitchfork colleagues will be leaving the company today,” Wintour added. “I want to thank Puja for her leadership of the title over the last five years.”
Wintour’s email to staff — first reported by Semafor — did not say how many employees were terminated. When asked about the extent of the layoffs, a Condé Nast representative pointed Billboard back to Wintour’s memo.
“After nearly 8 [years], mass layoffs got me,” longtime editor Jill Mapes tweeted. “Glad we could spend that time trying to make it a less dude-ish place just for GQ to end up at the helm.”
“It’s official: I was laid off from Pitchfork today, along with what appears to be half the staff,” Matthew Ismael Ruiz wrote. “While on parental leave.”
Like the tech and music industries, media has been ravaged by layoffs over the past 15 months. Axios reported last June that there were more than 17,000 cuts across media in the first five months of 2023, “the highest year-to-date [total] on record.”
Roger Lynch, the CEO of Condé Nast, told staff in November that the company planned to cut 270 employees, or around 5% of staff. “We are prioritizing cost reductions through real estate/office space savings (for example, we are already in the process of bringing our teams in the UK together in one space), closing open roles and re-phasing certain long-term projects across the business,” he wrote.
“However, these efforts alone won’t be enough to ensure we can continue to make the investments needed to grow our business profitably,” Lynch added. “We’ve also had to make the difficult decision to implement reductions among our dedicated teams.”
Pitchfork was founded in 1996 and grew to become one of the leading voice in indie music coverage. Condé Nast acquired it in 2015.
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