Unfortunately, after reading a few entries, Idolator seems to lack anything exciting in terms of content and is missing its focus when it comes to targeting a specific audience. For example, one post makes fun of Bryan Ferry's British Burberry ad campaign, while a few posts later the Idolator kids are talking about Justin Timberlake.

True music fans DO have a wide variety of likes and interests, but I've yet to find a JT fan who enjoys Roxy Music just as much. Focusing on one type of music or genre might be a better way to go.

Where Idolator continues to go wrong is with the underlying snarky tone the writers convey through their posts. It takes just a few minutes of reading to realize Idolator doesn't like indie music's most well-known bloggers, such as Pitchfork, which is unfortunate considering they claim to not be snobby in their opening manifesto. A post touting their testimonials doesn't do much to help that tone, either. This commenter's feelings on Idolator over at Oh World sums up exactly how I feel about the launch:

"The thing about blogs like Idolator is that what good does it do to just complain about Pitchfork? They should be doing something about the supposed state of music journalism. Don’t just whine and moan and snark—that’s the gimmick of more than enough bloggers and music “journalists” already. Put out great content for the love of the game and the rest will come.

The sad fact, though, is that Idolator will find an immediate and likely steady audience and cats trying to break into the game still struggle to get their work read by their mommas."

Idolator does have some funny components to it, such as a post rating the top five greatest public access music videos of all time. A post providing links to new music tech sites was useful to read.

If Idolator can come up with their ideal target audience, they're set to develop loyal readers and piggy-back off the popularity of their owner, the Gawker Media empire.