LOS ANGELES (AP) — Nearly three decades after it was established, Pitchfork, the most influential music publication of the internet age with the power to make or break an artist, is being absorbed by another entity — a men’s fashion and style magazine.

The website, beloved for being one of modern music’s true centers of gravity and renowned for its daily record reviews scored 0.0 to 10.0, will be folded into GQ, parent company Condé Nast announced Wednesday.

“In the late 2000s, alternative culture was going overground and an artisanal, small-batch approach to life was taking over from the sheeny mass-production of the previous decade,” says Laura Snapes, The Guardian’s deputy music editor and a longtime Pitchfork contributor.

Early Wednesday afternoon, most of the Pitchfork staff were sent a link to a mandatory, 15 minute all-hands with Wintour at 1:30 p.m., three people with involved in the situation told AP.

However, one Condé Nast audience development editor shared on X that “by volume, Pitchfork has the highest daily site visitors of any of our titles … despite scant resourcing, esp from corporate.”

Gareth Paisey, singer of the Welsh indie band Los Campesinos!, is one of many musicians who posted about Pitchfork following the layoff news.

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