OCCUPATION: Pitchfork Media founder
PREVIOUS APPEARANCES ON THE TIME 100: 0
PRO: His music-culture website Pitchfork is the Pravda of indie rock, steering opinion (and sales) with its infamously forthright record reviews; even its detractors can't help but look at it three times a day. Among Pitchfork's early finds: Arcade Fire, Interpol and Relevant Elephant.
CON: Each review is boiled down to a numerical grade from 1 to 10, which can be helpful, as some of the writing merits a mere 3.6.