Music/Technology: Garage Rock Meets Garage Critics

An article about pitchforkmedia.com (part of my daily media intake) in todays NY Times. Excerpts:
"The nexus of influence has shifted in the last few years. Destroying someone's career or pulling work from obscurity used to be the province of well-financed mass and trade publications, but now anybody with a voice strong enough to stand out on the Web can have a real impact - and maybe make a couple of bucks in the process. Pitchfork Media is a case in point. Started by Ryan Schreiber in his parents' house in suburban Minneapolis in 1995, Pitchfork (pitchforkmedia.com) has emerged as one of the more important indie music tastemakers in any medium, with 125,000 unique visitors a day and only three full-time employees.
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The Web is a place where tribe is built and serviced by likeminded folks who thrive on the insiderness of it all. There is a common language, common values and a belief that whatever obsession is being serviced, it is the right one to have."
Full article