IFC expands music programming with Pitchfork pact

By Kamau High

NEW YORK (Billboard) - This fall, the Independent Film Channel will be running more music-related programming -- on-air and online -- than at any time in its 14-year history.

The latest addition to its music programming roster: online indie-music mainstay Pitchfork Media, which will provide IFC with material from its Pitchfork.tv video site, Billboard has learned.

"Pitchfork Airwaves on IFC" will begin airing by the end of August. It will comprise eight-minute blocks of original Pitchfork.TV programming, including live band performances and artist interviews.

As part of its content partnership, IFC will make its own music programming available to Pitchfork.tv. The two sides are also exploring the possibility of striking joint advertising deals with marketers.

"The idea is to take a more sophisticated approach by not pandering to the audience," Pitchfork Media founder/president Ryan Schreiber says. "We're not trying to reach everybody who could possibly be interested. We will make it for fans of this type of music," he adds, referring to Pitchfork's focus on independent music, especially rock.

It's a mind-set that jibes with IFC's approach to this type of programming. Airing more music shows leaves less airtime for its core film-oriented programming. But associating itself with the world of independent music will help the channel burnish its credibility with viewers, so the ratings and clicks its music content generates are less of a concern than how they reinforce the IFC brand, according to Craig Parks, IFC vice president of digital media and a former producer at VH1.

"Music programming was never a big driver for VH1; it was about relationships, cool content and doing a lot for brand," Parks says. "We're looking at ratings as a longer-term goal. It's more about the vibe and branding."

Online, IFC runs a blog called the Indie Ear, which follows the world of independent music. Earlier this year, the network launched Lunchbox, which spotlights the latest viral videos and covers trends in music, politics and film. In late July, the channel launched a competition around indie label McCoury Music's new compilation album, "Moneyland," asking fans to create short films for the songs, with the grand-prize winner having his or her creation aired on IFC and posted on ifc.com.

In the next month or two, it will debut a still-unnamed online show featuring a roundtable of music journalists talking about the state of independent music.

Also coming soon is "Z Rock," a semi-scripted 10-episode comedy show that follows the exploits of a fictional rock band that plays at children's parties. The show is loosely based on the real-life experiences of the band ZO2, whose members portray exaggerated versions of themselves, and features cameos from such real-life musicians as John Popper, Dave Navarro and Sebastian Bach.

Despite appearances, IFC insists it is not competing for the same audience as MTV or VH1, both of which now focus primarily on scripted shows and reality programming.

"What we're after is the independent consumer, and if they go to MTV or VH1, great. I'm not sure how many of our viewers are on MTV or VH1," Parks says. "I don't know if what we're doing is owned by MTV or VH1. I would argue that it's not."

Reuters/Billboard