Wednesday, September 26, 2012

Will Myspace Re-Emerge Or Do We Already Have Enough Social Networks?

From a band perspective, MySpace was indeed a great tool. One of the biggest gripes, is that they tried to offer way too much and all of the features became clouded in the excess garbage offered. If they would have stuck to being a music outlet and focused on their strengths, maybe the site could still be relevant. With Justin Timberlake and other rich folks putting a flag in the sand and relaunching MySpace, we kinda feel as if it's just been forgotten about. This is sort of like the dilemma that faces the department stores Sears and JCPenny. As fast as brands grow and in our ADD riddled and over saturated minds, if you don't keep the crowds coming back for more and lose them, chances might be, they are never coming back.

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Fifteen months after its acquisition by Specific Media, we’re finally getting a sneak peek at the new MySpace.

Justin Timberlake — who took an ownership stake in the new MySpace — tweeted a link to a video previewing the new service.

Although Timberlake and members of the MySpace team were at CES 2012, most of the discussion was about a partnership with Panasonic and not the rebirth of the new service.
The video points to a new MySpace URL,, where users can give their email address for an invite to the new service.

What Is the New MySpace

So what is the new MySpace? The video overview doesn’t go into a lot of detail, but this is what we can ascertain so far:
  • Users log in with Facebook or Twitter and can then choose to bring photos or other information with them.
  • Status updates look similar to the mobile app Path, with photos largely displayed and user comments showing up underneath.
  • There is a large music component the service, which includes a way to browse albums, find popular songs and artists and more.
The music component is interesting — especially since this was historically always one of MySpace’s strong suits. What is less clear is if MySpace is building its own music service or if it has partnered with a provider such as Spotify, Rdio or Rhapsody.

The interface looks clean and attractive — but obviously we’ll have to wait for the beta launch to understand more about how this works.

Does the MySpace Brand Mean Anything?

The biggest question I have about the new MySpace is whether or not the brand is worth anything. I’ve argued in the past that the biggest asset of MySpace is also its biggest liability.

What the new owners will have to do — celebrity investor or not — is prove to users why this MySpace is worth a user’s time.