Pitchfork: Birth of an Indie Music Mega-brand

Justin Sinkovich, Philippe Ravanas, Jerry Brindisi

Justin Sinkovich is an assistant professor in the Arts, Entertainment and Media Management Department at Columbia College Chicago specializing in media management and the music business. Previously he was New Media Manager at Touch and Go Records, US label manager of Southern Records, manager and owner of File 13 Records, and founder of the Webby-winning independent music discovery Web site Epitonic.com, which he continues to own and manage today. He is also a well-known musician and producer.
Philippe Ravanas, a native of France, is Chairman of the Arts, Entertainment and Media Management Department at Columbia College Chicago. He is a past VP of Corporate Communications for Euro Disney in Paris. He has also worked for Christie’s Auction House in London. He lectures extensively for the Arts and Business Council of America and is a consultant for the United Nations and the World Trade Organization.
Jerry Brindisi is an assistant professor and coordinator of the Music Business concentration in the Arts, Entertainment and Media Management Department at Columbia College Chicago. Previously he was employed as a sales and marketing research analyst for Sony Music Entertainment, New York, in its Global Digital Business Group. He has also worked with the executive offices of Warner Music Group’s Asylum Records and has served as the studio manager for Anders Music (AMi).

ABSTRACT 
In 1995, 19-year old Ryan Schreiber launched Pitchfork, a Web site dedicated to sharing his uncompromising taste for independent and underground music. Today, the Chicago-based company is the most prominent brand in online music journalism. It has accompanied the rapid transformation of the music industry and has branched out into concert production, online video and fashion. It now faces the greatest challenge associated with its growth: becoming mainstream.
KEYWORDS
Entrepreneurship, online journalism, music industry, information technologies, editorial mission, brand extension
RÉSUMÉ
En 1995, Ryan Schreiber, alors âgé de 19 ans, lance le site web Pitchfork afin de partager ses goûts sans compromis pour la musique indépendante d’avant-garde. Aujourd’hui, la société basée à Chicago est devenue la plus grande marque de journalisme musical en ligne. Elle s’est diversifiée dans la production de concerts et de vidéos, de même que dans la mode. Elle doit maintenant faire face au plus grand risque associé à son succès: devenir grand public.
MOTS CLÉS 
Entrepreneuriat, journalisme virtuel, industrie de la musique, technologies de l’information, mission éditoriale, extension de marque
RESUMEN 
En 1995, Ryan Schreiber, con 19 años de edad, lanza el sitio web Pitchfork para compartir sus gustos sin compromiso por la música independiente de vanguardia. Hoy, la empresa basada en Chicago, se ha vuelto la mayor marca de periodismo musical en línea. Se ha diversificado hacia la producción de conciertos y videos, además de estar presente en el mundo de la moda. Debe ahora enfrentarse al mayor riesgo asociado a su éxito: volverse mainstream.
PALABRAS CLAVE 
Emprendimiento, periodismo virtual, industria musical, tecnologías de la información, misión editorial, extensión de marca