Condé Nast today informed Pitchfork workers that they will report to GQ. This is reported by media such as Stereogum. The email says: “This decision has been made after careful evaluation of the operation of Pitchfork and what we believe is the best path forward for the brand and music coverage within the company.”
The email reports that with the new organizational changes, several Pitchfork employees will be laid off today. “Members of the Pitchfork team will have information about the new structure this week.”
Pitchfork’s original creator Ryan Schreiber sold Pitchfork to the Condé Nast business group in 2015. Since then his editorial shift has been very visible, embracing pop and focusing on diversity, while trying to retain its extremely indie-oriented origins.
What will actually happen with Pitchfork under the GQ umbrella is pure uncertainty. What is not is that the news will reopen the debate about the future of the music press, its adaptation to new times and its influence on new generations. If what in the last 15 years has been considered the most influential musical medium does not survive or does not survive with its essence, what will?