This year, we partnered with the 2012 Pitchfork Music Festival, because we wanted to help bring our Ingredients for Good to life by connecting with people who share our values. As part of our partnership, we sponsored six mini-documentaries exploring the world behind the scenes at Pitchfork. These videos allowed fans to get a glimpse of what Pitchfork looks like from the other side of the stage.
When artists talk about their music, it's easy to see why they make such an impact on their fans and the world around them. From punk to metal to hip-hop, it seems like passion drives every performer - and connects them to their audiences. We think that that passion is part of making the world a better place.
Big K.R.I.T. gets ready for a show and reflects on the experience of performing.
Schoolboy Q gives us his impressions of Pitchfork from an artist's point of view.
King Krule's talks about his setlists and the emotions behind his music.
The Men discuss playing outdoors, Chicago, and the band's relationship with their audience.
Members of Real Estate reflect on their pre-show routines and musical inspirations and say hi to their moms.
Liturgy talks about the intensity of their music and its effect on their audiences.
Going behind the scenes at Pitchfork showed us how important it is to believe in what you do - and to share that belief with everyone around you. It's an idea we're proud to help support.