Pitchfork Media commences its mission to become the most loved/loathed publication in indiedom

May 1996: Number 40 in our series of the 50 key events in the history of indie musicYou know you've made it in music journalism when fans and detractors alike use the name of your publication as shorthand for a whole approach to music. Founded by recent high school graduate Ryan Schreiber, the Chicago-based website took a while to find its feet: early reviews favoured comically florid prose, try-hard snark and high-concept pranks. But in the 2000s it came to speak for a generation of tech-savvy ...

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