Reports have surfaced suggesting that Condé Nast, the media conglomerate that owns Pitchfork, urged the festival’s organizers to book pop star Justin Bieber as a headliner. The alleged push to feature mainstream acts like Bieber is seen by many as a reflection of Condé Nast’s ongoing attempts to rebrand Pitchfork and its flagship Chicago music festival, according to Stereogum.

Pitchfork, long known for championing independent music and emerging artists, has rarely aligned with the tastes of top-charting pop stars. Even during the height of “poptimism,” when mainstream pop gained broader critical acceptance, artists like Bieber never represented the essence of Pitchfork’s music ethos.

The proposal to book Bieber raised questions not only about the festival’s artistic direction but also its logistics. Bieber’s substantial booking fee — reportedly reaching seven figures for headlining appearances — would have significantly strained the festival’s budget. Additionally, Union Park, where the festival was held for two decades, likely wouldn’t accommodate the massive crowd a global pop icon would attract.

While the festival’s cancellation last November was attributed to rising costs and industry challenges, insiders believe Condé Nast’s influence played a role in its decline. Industry sources have criticized the company for steering Pitchfork away from its core identity, including controversial changes such as an expanded VIP experience and puzzling artist selections in recent years.

Attempts to commercialize independent music festivals have been a contentious topic within the industry, as organizers face pressure to balance profitability with artistic credibility. For many fans, Pitchfork’s closure signals the end of a cultural institution that stood as a rare counterpoint to the commercialized festival circuit.

Neither Condé Nast nor Pitchfork representatives have publicly commented on the report regarding Justin Bieber. However, the controversy highlights ongoing tensions between corporate ownership and creative independence in the music world.