While almost everyone is in agreement that day three is the strongest of Pitchfork 2010, it started out on the main stages with only slightly more energy than the past two days.
To be clear, I have nothing against chill-out music as a genre; I just expect ambient pop to measure up to the best of what I’ve heard from that sound in the past, whether it’s the godfather himself, Brian Eno, or Aphex Twin in his ambient mode, or the mellower of the early ’90s shoegazers. Too much chillwave, doesn’t rise to those peaks on record. And even if it did, that’s not guarantee that it can carry a crowd of 18,000 in the festival setting. Especially when it’s interspersed with just plain generically jangly indie rock.