Music website Pitchfork has been steadily building up its official channel on YouTube, which now has nearly 380,000 subscribers and 142m lifetime views. Now it’s looking to boost the channel through partnership, joining multi-channel network (MCN) Collective Digital Studio. According to Tubefilter, the companies will both sell advertising for the channel, with Collective responsible for optimising its performance on YouTube. 

“Pitchfork is popular across a wide range of music genres and we look forward to boosting their reach and connecting brands more closely with their loyal audience,” said the MCN’s vice president of music Dana Shayegan. Pitchfork’s channel is interesting: it does have original documentaries and shorts, like its Over/Under interview series. But it’s also somewhat reliant on official music videos from artists, which labels grant Pitchfork the right to host on its channel.

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