Pitchfork Media, the twenty-year-old music criticism site known for mainstreaming decent musical taste and worshipping the band Radiohead, has been acquired by media empire Condé Nast, which is excited to be the new owner of “a very passionate audience of millennial males.”

The New York Times couldn’t get either Pitchfork or Condé Nast to discuss the exact amount of money for which Pitchfork sold out, but it appears the site will remain a standalone property and will still be led by founder/CEO Ryan Schreiber.

“The site’s influence has been growing in recent years,” reports the Times, without providing any evidence that’s actually the case. Pitchfork’s traffic has been growing slowly and steadily, though, and Condé execs especially excited that the site has expanded into video, which is considered very good at “engaging high-value millennial audiences.”

“Nobody made any official proclamations, but it seems as if the concept of selling out has lost its meaning,” wrote then-Pitchfork columnist Chris Dahlen back in 2005, “The kids treat it as a quaint idea, and the music veterans who used to live or die by it are fading away.”


[NYT. Photo of high-value millennials at the 2014 Pitchfork Music Festival via Getty Images.]