The curious case of 12 Rods' 'Gay?' and Pitchfork's forgotten 10.0

In the vast, ever-shifting landscape of music criticism, few entities wield as much power and influence as Pitchfork. For decades, its reviews have launched careers, shaped tastes, and, occasionally, sparked controversies that echo through the indie music world. Yet, among its many pronouncements, one particular entry stands out as a unique anomaly: the infamous perfect 10.0 score awarded to 12 Rods' 1996 EP, Gay?—a score that was later mysteriously deleted from the publication's archives. This isn't just a story about a band or an album; it's a fascinating parable about the fickle nature of critical consensus, the early internet's role in music discovery, and the enduring quality of a record that, for a brief moment, was deemed flawless.

But how did a relatively unknown Minneapolis act achieve such a coveted critical anointment, only for it to be wiped from the historical record? And more importantly, does Gay? truly live up to the legendary (and now ghosted) perfection it once represented?

From Minneapolis underground to indie darlings

Before the internet fully democratized music discovery, bands often toiled in local scenes, building a following through word-of-mouth and tireless live performances. This was the environment in which 12 Rods emerged. Hailing from Minneapolis, Minnesota, the band carved out a niche in the local underground, known for their distinctive sound and often intense live shows. Their early efforts culminated in the release of their EP, Gay? in 1996. It was a self-released project, born from the raw energy and creative spirit of a band on the cusp of something bigger.

The story takes a pivotal turn at one of their early local gigs. In attendance were two figures who would soon become highly influential in shaping indie music discourse: Jason Josephes, then a columnist for the nascent Pitchfork, and its founder, Ryan Schreiber. Impressed by what they heard, they purchased the EP directly from the band. This seemingly small interaction would set in motion a chain of events that would temporarily elevate 12 Rods to an unprecedented level of critical acclaim.

The perfect score that vanished

Soon after that fateful encounter, Pitchfork Media published its review of Gay?. The score? A staggering, perfect 10.0. In the mid-90s, when Pitchfork was still in its formative years and operating out of Minnesota, such a rating was incredibly rare and carried immense weight. A perfect score from Pitchfork, even in its infancy, was an instant beacon, drawing immediate attention and a surge of publicity within the indie music scene. It was the kind of validation that could launch a band from obscurity into the spotlight overnight.

The impact was almost immediate. The buzz generated by the perfect score led to a significant development for 12 Rods: they became the first American act to sign with the newly established V2 Records. This major label deal not only provided them with greater exposure but also afforded them the studio funding necessary to further develop their unique sound. V2 subsequently re-released Gay?, making the EP accessible to a much wider audience and solidifying its status as a critically acclaimed piece of work.

For a period, Gay? stood as a testament to independent creativity receiving its due. It was a benchmark, a discussion point, and a symbol of Pitchfork's early, daring critical stance. But then, without warning, the review—and its perfect 10.0—disappeared. Sometime around 2008, Pitchfork deleted the glowing endorsement, effectively erasing Gay?'s flawless rating from their official records. This wasn't merely an update; it was an excision, leaving many to wonder about the motivation behind such a drastic editorial decision.

The removal was profound. Not only was the 10.0 review gone, but 12 Rods as a whole seemed to be largely "eviscerated" from Pitchfork's coverage. Today, their online presence on the site is minimal, consisting of just two other album reviews. This wholesale erasure sparked considerable debate: was Pitchfork embarrassed by its earlier assessment? Had their critical standards evolved to the point where Gay? no longer fit the mold of a "perfect" record? Or perhaps, as some speculated, did they find it 'uncool' to have given such a high score to an album that never quite achieved mainstream indie ubiquity on par with later critical darlings?

Revisiting 'Gay?': an auditory journey

The deletion raises a crucial question: was Gay? truly deserving of that perfect score, or was its initial acclaim an overzealous endorsement by a young publication? After listening to the EP today, divorced from the initial hype and subsequent controversy, one can appreciate its unique qualities. Clocking in at over 38 minutes across just six tracks, Gay? certainly feels more like a short album than a conventional EP. This extended runtime for a limited number of songs is one of its most notable characteristics, and sometimes, a point of contention.

Musically, Gay? is a fascinating artifact of its era. Released in 1996, it bridges the gap between the waning days of classic shoegaze and the burgeoning nu-gaze movement. The songs are often long, sprawling, and extravagant, characterized by intricate arrangements and a pervasive warmth that prevents them from becoming turgid or overly self-indulgent. There's an undeniable emotional depth and melodic richness woven throughout, demonstrating a band with considerable musical prowess and an adventurous spirit. Tracks like "My Year" or "Gay?" itself reveal a complexity that was both ahead of its time and deeply rooted in the experimental indie rock of the mid-90s.

However, the EP is not without its peculiarities. The extended song lengths, while contributing to its unique atmosphere, can indeed make the record feel like it "drags a little" at times. One particular song, often described as a "slow burner," effectively puts a full stop in the middle of the album, challenging the listener's patience. While these elements contribute to its distinct identity, they also highlight why a perfect score, in retrospect, might seem like an exceptionally bold claim, even for a record that showcases such creativity.

Ultimately, Gay? stands as a vibrant example of its time, capturing a specific moment in indie music history. It's a testament to the experimental spirit of the mid-90s, pushing boundaries of song structure and emotional expression. It's certainly not a "shitty EP," as the severity of its Pitchfork deletion might imply, but whether it reaches the lofty heights of a 10.0 is a subjective judgment best left to individual listeners.

A legacy re-evaluated: what the controversy means

The saga of 12 Rods and their Gay? EP offers valuable insights into the volatile world of music criticism. It underscores how critical consensus can be fluid, taste can evolve, and the early enthusiasm for an artist might not always align with later, more measured evaluations. The deletion of the review serves as a stark reminder that even the most authoritative voices can revise their histories, sometimes for reasons that remain opaque to the public.

For 12 Rods, this controversy is now an intrinsic part of their narrative. It ensured that Gay?, despite its critical purging, remains a talked-about record. It became a cult classic, a subject of fascination for those interested in the minutiae of indie rock history and the power dynamics of music journalism. It's a record that continues to intrigue precisely because of its complicated legacy—a perfect score that wasn't allowed to stay perfect, a fleeting moment of glory obscured by the passage of time and the whims of a powerful publication.

Today, the best way to understand Gay? is to experience it firsthand, setting aside the numerical judgments and the historical drama. Listen for its pioneering blend of shoegaze atmosphere and nascent nu-gaze textures. Appreciate its audacious length and its rich, sometimes challenging, compositions. The true value of 12 Rods' Gay? lies not in its erased score, but in its ability to spark conversation and, most importantly, in its unique musical expression that continues to resonate with curious listeners years later.

Do you remember this pivotal moment in indie music history? What are your thoughts on 12 Rods' Gay? and Pitchfork's decision to delete its perfect score? Share your insights and rediscover this intriguing piece of music history. For further reading, explore articles on 90s indie rock or the ethics of music criticism.