A Conversation About The State Of Online Music Criticism With Anthony Fantano

“Outside of the publicist space, there’s a lot of direct emails that I’ve gotten from labels who are just like, “Hey, we’re trying to get this new artist out there and build a name for them. Could we pay you to do a reaction on your channel?” It’s a growing problem in my field. I say no, but I know for a fact there are a lot of people who are saying yes. There’s quite a few creators in the YouTube music reaction space, if you want to call it that, who are taking those offers. And when they do so, they’re not coming out and saying, “Oh, hey, by the way, we’re being paid to talk about this.”

ANTHONY FANTANO
THE NEEDLE DROP (via uproxx)

Key takeaways: The article examines the shift in music criticism from “old media” (traditional outlets like Pitchfork) to “new media” (platforms like YouTube and TikTok), focusing on Anthony Fantano’s role as a leading YouTube critic. Traditional outlets, once valued for their in-depth analysis, are struggling due to declining ad revenue, algorithmic changes, and the dominance of social media. Fantano laments their decline, acknowledging their importance in fostering thoughtful discourse, even as his own success symbolizes the rise of individual creators.

In “new media,” algorithms prioritize engagement, favoring polarizing, surface-level content over nuanced critique. Fantano notes this forces creators to focus on mainstream topics for visibility, leaving underground artists underrepresented. He compares YouTube’s algorithmic curation to traditional TV programming, where certain content is favored, limiting diversity.

Despite benefiting from this shift, Fantano critiques the lack of journalistic ethics among some younger creators and emphasizes the need for diverse voices. He has expanded into text-based content to support other writers and balance the discourse. Ultimately, Fantano advocates for a coexistence of old and new media, valuing the depth of traditional outlets alongside the accessibility of modern platforms.

Story by Steven Hyden