[drawfloat]

It’s a little from column a and a little column b in practice. Puja Patel (editor in chief) is fairly open about being in a mission to increase diversity and specifically covering fewer white male bands. You may spin that as “wokeness” (note: the parent never used that phrase) but it’s one and the same to covering what younger listeners were interested in over most of the last decade too. In lots of ways raging against wokeness is just the latest era of “old man shouts at cloud”.

The issue with that is it’s the same shift a lot of outlets made to try and keep pace too, which has resulted in a bunch of legacy outlets with little distinct editorial voice left. That’s not a barrier to keeping clicks, but it does feel like a failing strategy to retain cultural cache.

Though I digress, by all accounts Pitchfork had actually gone from losing money pre Puja to actually making money, so this was probably not about the outlet failing in some way. I personally agree with those noting how soon this has come after the staff unionisation vote