Stereogum, a notable platform within indie rock circles, was founded on January 1, 2002, by Scott Lapatine. Initially, the site focused on music discovery and MP3 sharing, utilizing early digital audio technologies such as Windows Media Player and Real Player. Over the years, it has transitioned to prioritize music journalism and has recently undergone a relaunch to adapt to the evolving media landscape, particularly in response to artificial intelligence (AI) influences.
Lapatine, who has been with Stereogum since its inception, sold the site in 2006, but reclaimed ownership in 2020. This move has returned Stereogum to its roots as a prominent source for independent music journalism. Significant changes during its latest update include improvements in site speed, a new dark mode, and a shift in focus towards subscription-based models.
The rise of streaming services like Spotify has altered how music is consumed, but Lapatine identifies AI as a primary factor impacting Stereogum’s advertising revenue, which has decreased by 70% due to changes in Google’s search algorithms. He notes challenges posed by social media platforms that prioritize other content formats. Additionally, Lapatine emphasizes that AI is not part of Stereogum’s creative processes, stating that neither he nor his team uses AI for content creation.
In response to dwindling ad revenues, Stereogum is moving towards a subscription model, aiming to engage its dedicated audience for financial support. Lapatine acknowledges the need for revenue to sustain quality journalism, citing a historical context where audiences once paid for music magazines. While Stereogum will continue to provide some free content, the shift towards subscriptions is seen as essential for the site’s survival.
Overall, Lapatine’s goal remains to offer a unique and human approach to music journalism, fostering a personal connection with readers in a climate where content is increasingly generated by algorithms.
Source: https://www.theverge.com/entertainment/821767/stereogum-scott-lapatine-independent-music-media-streaming-ai