Pitchfork to launch VR music channel

Online music journalist site Pitchfork has announced a partnership with VR content distributor Inception.

The pair are hoping to use VR to ‘revolutionaries the market for a new generation of music fans’. The partnership wants to add a degree of interactivity and impressiveness to the music video space.  

The new channel will be found on Inception’s VR app, where users will be able to enjoy VR experiences from musicians and artists.

“Inception is a double threat — both a platform and studio — and they share a similar point of view on VR’s most exciting opportunities. I’m looking forward to our partnership because it gives Pitchfork a destination within the virtual reality space, and significant experience and expertise on the production side,” said RJ Bentler, Pitchfork Vice President, Video Programming.

"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. This is an entirely new way to think about visualizing and experiencing music, and we have tons of crazy ideas up our sleeve."

The first piece of content on the new channel is due to launch in a few weeks.

“We selected Pitchfork as our number one music partner because we believe they truly are the most trusted voice in music,” said Benny Arbel, Inception CEO.

“Their approach that marries documentary, live and review content fits perfectly with our VR world. Inception’s proven capability in interactive VR casual entertainment together with the creativity from the Pitchfork team and their selected artists, will create truly immersive entertainment VR content.”

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