Online media heavyweights, Pitchfork have unveiled details of a new album streaming offshoot site.
The project, entitled Pitchfork Advance, offers a platform to listen to upcoming records ahead of their release.
The website aims to reproduce the listening experience of old in a digital age, coupling the tracks with album art and other engagement tools.
“Digital music has evolved, but album art hasn’t,” says Pitchfork founder/CEO Ryan Schreiber. “In the vinyl and CD eras, album packaging was considered an extension of the music. The artwork, lyric inserts, and credits added another dimension that mp3s haven’t replicated. Our hope is to bring that experience online, and perhaps even help it to evolve. There are no limits to the medium online.”