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It’s been interesting watching Vice Inc’s online media properties THUMP and Noisey ‘own’ content. How do you get attention in a crowded space? Plaster your brand over any piece of media that you deem important.
I view Noisey as Vice’s answer to Pitchfork, and although the latter has been a powerful (yet ridiculed) voice for years, it’s hard to compete when we’re talking about music - and your rival is literally the only one uploading the stuff.