Be Something to Someone.

The Pitchfork homepage in late February 2009.

The team at Slate put together a great oral history of Pitchfork, the music site that ran from 1996 until 2024, and there was a line in there from Chris Kaskie, Pitchfork’s former president and co-owner, that really stuck with me.

“We are not trying to be everything to everybody,” he said. “We’re trying to be something to someone.”

It’s something a lot more of us could take to heart. Whatever it is you do, your work doesn’t have to matter to everyone — just to someone.


At top, a screenshot of the Pitchfork homepage on a random February in 2009.