Notoriously pompous music review site Pitchfork, which is where all the cool kids go to generate buzz for under the radar bands they'll quickly ditch when they grow too popular, is following Vice's business strategy: get into web video. They're launching Pitchfork.TV, which is sleighed to be the antithesis of what MTV has become; that is, they'll show music videos and music-related programming. Oh, except they'll also feature full-length feature films. Ugh. [Pitchfork]