Pitchfork has launched Pitchfork Advance, an "immersive pre-release music streaming platform designed to emulate the album experience".
The platform features album streams with graphics tools that will allow fans to engage with album art, lyrics, track listings, credits, artist information, and more while they listen.
Similar in design to Pitchfork's state-of-the-art Cover Stories, the new platform allows users to scroll through multiple screens of artwork in full-browser graphic mode while listening to a fully-controllable stream of a selected album.
Users can choose the amount of info and artwork displayed on-screen, including tracklist, credits, context, and release info. Each stream will be unique and tailored to the album art and the service also includes pre-order links.
Pitchfork Advance debuts today with an exclusive stream of the new Yo La Tengo album Fade, followed later in the week by a reissue of J Dilla’s Donuts.
Pitchfork founder/CEO Ryan Schreiber said: “Digital music has evolved, but album art hasn’t. 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. There are no limits to the medium online.”