SOURCE: Pitchfork


August 24, 2010 12:16 ET

UPDATE: Launches Entirely New Perspective on Live Performances

POV Allows Viewers to Customize How They Watch Concert Series

CHICAGO, IL--(Marketwire - August 24, 2010) -, the online music channel and sister of Pitchfork, the online music magazine, is giving music fans an entirely new way -- or six new ways to be more precise -- to experience a concert performance. has created POV (Point of View), which enables fans for the first time to watch a concert from any one of six camera angles -- or all six simultaneously.

Today's POV installment features a performance by The Walkmen,, and in the coming weeks an Interpol session will be aired. The series kicked off with sets by Broken Social Scene and Free Energy, which are still being aired on

"When we launched two years ago, it was to bring something fresh to our viewers, something they couldn't get elsewhere," said Pitchfork Publisher and COO Christopher Kaskie. " has been creating special performances and original programming that's true art, but POV takes it to a place no one's gone. The ability for viewers to pick and choose their angle as they watch in real time has never been done before, and it really adds to the experience of the performance. It's like you're the director, and you can watch a concert over and over differently each time. First and foremost, we're music fans so we're digging the POV shows here too. They're addicting."

"We developed the technology and technique totally in-house, which took a lot of ingenuity but we were determined to put the viewer in control in an entirely new way," said RJ Bentler, Executive Producer at "This couldn't be possible without the web. It's the only place POV can live. The vast majority of online video has been little more than TV on a smaller screen, but this is something that's truly interactive, and something that takes full advantage of the medium's potential."

Zync from American Express is underwriting the first four episodes in the POV Concert Series.

Other original programming includes unique presentations of live sets by both established and emerging bands, like Beach Fossils performing in Pitchfork's office or The National filmed at an abandoned castle in New York.

About Pitchfork

Pitchfork is the essential guide to independent music and beyond. With more than 2.5 million unique visitors and 30,000,000 page views per month, along with 400,000 visits each day, Pitchfork has one of the web's most loyal audiences, comprised of highly engaged influencers who see the site as their primary music reference. Other Pitchfork initiatives include the Pitchfork Music Festival and Altered Zones.

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