New York, NY (January 7, 2013) – Pitchfork, the essential guide to independent music and beyond, has announced the launch of Pitchfork Advance”, an immersive music streaming platform designed to emulate the classic album experience.  The platform showcases an interactive listening environment featuring pre-release album streams with dynamic graphics and a host of tools that will allow fans to engage with album art, lyrics, track listings, credits, artist info, and more while they listen. The platform debuts today featuring a stream of the soon to be released Yo La Tengo album, Fade, followed later in the week by a reissue of J Dilla’s Donuts. All pre-release streams are exclusive to

Similar in design to Pitchfork’s state-of-the-art cover stories, the Pitchfork Advance platform allows users to scroll through multiple screens of artwork in full-browser graphic mode while listening to a fully-controllable stream of the album. Users can  choose the amount of info and artwork displayed on-screen, including track listings, credits, lyrics, and release info. Each stream will be unique and tailored to the album art. The service also includes pre-order links.

“Digital music has evolved, but album art hasn’t,” says Pitchfork founder/CEO Ryan Schreiber. “In the vinyl and CD eras, album packaging was considered an extension of the music. The artwork, lyric inserts, and credits added another dimension that mp3s haven’t replicated. Our hope is to bring that experience online, and perhaps even help it to evolve. There are no limits to the medium online.”

The albums selected for streaming on Pitchfork Advance are curated by Pitchfork based on relevance and readership interest.


Pitchfork is the essential guide to independent music and beyond. Since Pitchfork’s launch in 1996, it has become the definitive resource and destination for music fans worldwide to discover the best from emerging and established artists across all genres. Pitchfork reaches 4 million unique visitors each month, with a remarkable 84% of the site’s 11 million visits from loyal and addict visitors, by far the highest engagement level of any music publication or site. Pitchfork has also created several successful brand extensions, including Pitchfork Music Festivals in Chicago and Paris, as well as the online music network and its expanding mobile platforms.

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