Pitchfork is proud to announce a new partnership with Inception, a leading provider of 360 and VR entertainment media. With the Pitchfork Channel on Inception’s VR app, music fans will be able to explore interactive dimensions to the music they love, with new VR music video experiences from musicians and artists. RJ Bentler, Pitchfork’s Vice President, Video Programming, says of the partnership, “Music videos have been a driver in the digital video space for a decade, and we see huge potential in expanding the art form into this much more immersive format. This is an entirely new way to think about visualizing and experiencing music, and we have tons of crazy ideas up our sleeve.”

Inception CEO Benny Arbel comments, “We selected Pitchfork as our number one music partner because we believe they truly are the most trusted voice in music. Their approach that marries documentary, live and review content fits perfectly with our VR world. Inception’s proven capability in interactive VR casual entertainment together with the creativity from the Pitchfork team and their selected artists, will create truly immersive entertainment VR content.”

The first offering from the partnership will be shared in the coming weeks, so stay tuned!