Published Dec 09, 2008For better or worse, those decimal-pointed Pitchfork reviews can have a big impact on a band, making them, breaking them or forcing them to never want to see a pug again. Indie imprint Asthmatic Kitty is now taking this overreaching influence to the next level and announced what the label calls a "Critic-Based Pricing Structure."
Through the new system, the label will be matching an album's price to Pitchfork's ten-point review scale and kicking things off with Grampall Jookabox's Ropechain record. The album recently got a score of 5.4 on Pitchfork, so that means it's now selling for $5.40 (or at least until the 54-hour sale is over) on Asthmatic Kitten's website.
"While we were reading Pitchfork's review of Grampall Jookabox's new album, Ropechain, we started to wonder: who's thinking about the music critics here?" says the label via its website. "Everyone is looking to the consumer for guidance on pricing in an internet-driven world, but don't music reviewers deserve some attention?"
The folks of Grampall Jookabox are pretty pumped on the idea, apparently so much so that the band have made a video to reflect the new pricing structure (see below).
"Thanks for inspiring us Pitchfork," Asthmatic Kitty's web post adds. "We're just glad we got to this idea before Radiohead released their next album."
Grampalll Jookabox - Let's Go Mad from Asthmatic Kitty on Vimeo.