Gearing Up for Pitchfork Music Festival

In preparation for this weekend’s indie-rock blow out Pitchfork Music Festival in Chicago, I am doing my homework on the venue. Sometimes, outdoor concerts are all about being in the right place at the right time. While I love just about every aspect of my job as a culture scout, nothing thrills me more than the chance to witness emerging artists as they strut their stuff. For this event, I’ll be paying attention to which bands build movements around their music. It’s all part of a cultural mapping project we’re doing for indie-art and Millennial audiences.

Pitchfork opens Friday and the line up features more established indie-rock bands such as Jesus Lizard and Tortoise. What’s fresh is the “Write the Night” feature that was added this year. It allowed fans to vote for the play list for each band in the line up. I’m puckered up with anticipation to see how this participation feature works in real time. Yeah, yeah, yeah.