The website hopes to push the boundaries of music videos and concert coverage

Pitchfork is one of the most widely read music publications on the web and is hoping to use some of that clout in a new venture, announced last week, that will see the creation of a Pitchfork VR channel.

The website is partnering with VR media company Inception to create its own channel on Inception's VR app. Through Pitchfork's channel, music fans can explore music in more interactive ways, including new VR music video experiences. Pitckfork will also use VR to expand the scope of its documentary, live and review content.

“Music videos have been a driver in the digital video space for a decade, and we see huge potential in expanding the art form into this much more immersive format,” RJ Bentler, Pitchfork VP of video programming, said in a statement. “This is an entirely new way to think about visualizing and experiencing music, and we have tons of crazy ideas up our sleeve.”

Pitchfork has thus far shared few details about the project, and as of yet there is no official release date, though the company said we can expect to see something in the next few weeks.

Pitchfork | Inception


Lead Image: Melissa Askew | Unsplash

Pitchfork is one of the most widely read music publications on the web and is hoping to use some of that clout in a new venture, announced last week, that will see the creation of a Pitchfork VR channel.

The website is partnering with VR media company Inception to create its own channel on Inception's VR app. Through Pitchfork's channel, music fans can explore music in more interactive ways, including new VR music video experiences. Pitckfork will also use VR to expand the scope of its documentary, live and review content.