Music Mag The Fader Joins Forces With Pitchfork

It’s a tough time for magazines and for music, so music and lifestyle mag The Fader is teaming up with indie-focused site Pitchfork on content and advertising, the companies said in a joint announcement. The two will also collaborate on money-making events like concerts and festivals. While both cover a broad range of music, the style and tone of the print-based Fader and the web-only Pitchfork are markedly different. Still, both have been trying to expand their web offerings in the past year. Pitchfork, for example, launched a music video channel back in April and Fader has been building up its social net offering TripWire. AdAge adds that the deal is a good way to mix Fader Media’s 1.3 million print and online audience with Pitchfork’s 1.6 million unique users and 16 million monthly pageviews.