A recent New York Times profile of Brooklyn resident David, creator of the Pitchfork Reviews Reviews blog, gives an interesting insight into the online sub-culture that has sprung up in opposition to the influence of the internet’s most far-reaching music reviews site.
Early each weekday morning, the indie music Web site Pitchfork posts five new album reviews. Hours later a 22-year-old reader named David downloads them onto his BlackBerry, reads them on his way to work and muscles out a rambling but surprisingly fluid response using his phone’s MemoPad function: no links, no capital letters at the start of sentences, just adrenalized response.
In essence, what David does is turn the tables on Pitchfork: each weekday, he reads every new review on the site, comments upon it and assigns it a score on a scale of 0.0 to 10.0. Instead of “Best New Music,” he gives an award for “Worst New Review.” As far as satire goes, it’s only marginally more subtle than the Scary Movie series, but it is effective nonetheless. Furthermore, it’s the ideal subject matter for a shockingly impersonal medium like tumblr, where small communities choose to blog about each other’s posts rather than having actual upfront discussions.
It’s not so much ironic as it was inevitable that Pitchfork would reach this position. It was originally created as a counterweight to the hegemonic power of traditional media (your Rolling Stones and, yes, your New York Timeses), and any fule…