Those of us who fondly remember devouring every word on he album cover and label while listening to vinyl will find Pitchfork Advance, wonderfully familiar. This new online platform which debuted Monday with the soon to be released Yo La Tengo album, Fade, allows fans to engage with album art, lyrics, track listings, credits and artist info while listening to a pre-release stream.
Similar in design to Pitchfork’s recently launched cover stories, Pitchfork Advance allows users to scroll through multiple screens of artwork in full-browser graphic mode while listening to a controllable stream of the album. Users can choose the amount of info and artwork displayed. Each graphic stream is tailored to the album art and includes pre-order links.
“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.”