Whoa whoa whoa. WHOA. Seriously? Pitchfork is launching an online TV channel. I approach this project with great anticipation and trepidation. This could either be the new sliced bread, or make it a hell of a lot harder to pass go and collect $200 without the stamp of ‘Fork approval. Or maybe both.

Check the official release here.

Snippet from P4K:

So today, we’re proud to announce the April 7 beta launch of Pitchfork.tv, the first-ever music video channel dedicated to documenting independent music as it happens. As a visual extension of the music coverage Pitchfork has provided for more than a decade, and a means of updating and advancing the music television format, the online channel will bring you closer to the artists you love, through original mini-documentaries, secret rooftop and basement sessions, full concerts, exclusive interviews, and the most carefully curated selection of music videos online.

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