You Are What You Share: Why Pitchfork Gets It

Gearing up for Chicago’s Pitchfork Music Festival this weekend, I was checking out the music lineup when I stumbled across the official festival playlist. With free, streaming tracks from some of the best new bands appearing at the event, I had to pass this find along I didn’t even have to pause before sharing with the people in my social circle.

Pitchfork Music Festival 2011 Mix

Today, sharing content is easy. But sharing goes beyond what happens online. Everything we choose to share about ourselves, in social media or face-to-face, defines who we are to others.

There are more options than ever to share pieces of content either en masse with a large group of people or to specifically defined groups. Pitchfork’s festival mix includes a total of six sharing buttons that made it possible for me to effortlessly send out the link. With a couple clicks, I could post it on Google+ to my friends going to the festival with me and also pass along in a Facebook message to a friend who wouldn’t be there.

Image Source: Official 2011 Pitchfork Music Festival Facebook Fan Page

Through a deep understanding of its audience, Pitchfork has truly become the Rolling Stone of my generation.

Since popping up online in 1995, the Chicago-based music blog has shown that it understands what passionate music-lovers need to read, hear and experience while simultaneously finding new ways to share it with their active, vocal audience. The site has evolved from a run-of-the-mill blog to a multimedia behemoth that, as of 2006, had spawned an epic three-day festival which is gaining notoriety on a national (and soon international) level.

Though content-sharing happens every day, it’s something much larger than can be contained in the online world. How do you think a brand is defined by the content it shares?

Maury Postal contributed to this post.

Image Sources: (Top) Pitchfork Music Festival 2011 Mix; (Bottom) Official 2011 Pitchfork Music Festival Facebook Fan Page