How has AI impacted Stereogum's revenue?

Google's pivot to AI search has cut Stereogum's ad revenue by 70%, while the deprioritization of links by platforms like Facebook and Twitter has also taken a toll on the site's finances.

How is Stereogum's founder, Scott Lapatine, responding to the rise of AI?

Lapatine is committed to maintaining Stereogum's human-powered approach to music journalism, refusing to use AI for anything creative or in the site's news gathering and writing processes.

Home / Arts and Entertainment / Indie Music Site Stereogum Relaunches to Fend Off AI Takeover

Indie Music Site Stereogum Relaunches to Fend Off AI Takeover

Q: What changes has Stereogum made to its website?

Stereogum has undergone a major relaunch, including a new backend, a visual facelift, and a shift towards a subscription-based model to adapt to the changing media landscape.

17 Nov

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Summary

Stereogum founder bought back site in 2020 after years of ownership changes
Site shifts focus to subscriptions as AI overviews crush ad revenue
Founder vows to keep Stereogum human-powered, rejecting AI-generated content

Indie Music Site Stereogum Relaunches to Fend Off AI Takeover

In November 2025, the iconic indie music blog Stereogum is undergoing a major relaunch to adapt to the rapidly evolving media landscape. Founded in 2002, Stereogum was once a staple of the early music blogging era, focused on music discovery and posting MP3s. However, the site's founder, Scott Lapatine, has witnessed significant changes in both the music and media industries over the past 24 years.

After selling Stereogum in 2006 and watching it change hands several times, Lapatine bought the site back in 2020, determined to preserve its legacy as a bastion of independent music journalism. Now, Stereogum is making some of its most significant changes since it stopped hosting MP3s, including a new backend, a visual facelift, and a shift towards a subscription-based model.