Are you ready to give Myspace another chance?
Who am I to say I want you back / You were never mine to give away / I was waiting for a long long time / For you to feel the same
The lyrics to the “New Myspace” promotional video tug on our heart strings. We all had a love affair with the once-sexy social network in its heyday (2003-2008). But our attention span was short, and we were having multiple flings on the side. Of course, some of those flings–with Facebook and Twitter in particular–turned into long-term relationships. We dumped Myspace in late 2008 when we became bored with customising our profile pages and annoyed by the heavy use of banner advertisements.
But Myspace want us back. The sleek 2-minute promotional video tells the story of David–an indie hipster from LA–enticed back to Myspace. David is prompted to enter his Facebook or Twitter details to get his profile started, hinting at the ability to merge all the existing content posted on these networks.We are then shown a sleek new interface that has a Pinterest feel, dominated by images and video. The ability to search for music is highlighted with a cameo from Justin Timberlake, now a major investor in the company:
… with every obstacle comes an opportunity and I see this, as it speaks to somebody like me, as bridging the gap. It’s just bringing the connection that much closer while still making the artist feel comfortable that they can make their art, lock themselves in a room and torture themselves as they do, and still find a way to comfortably connect with their fan base
Timberlake is also heavily involved in the business end of the company and has been leveraging his 14 million twitter followers to spread the word about the new Myspace.
The biggest concern about the new Myspace will be its use of ads. The signs don’t look good as Myspace is now owned by an advertising agency. Along with Timberlake, Specific Media bought Myspace for a measly $35 million from News Corp. last year (News Corp. paid $580 million in 2005). Specific Media is a digital advertising agency that helps marketers buy digital ads across the Web, online video, mobile and TV. Tim Vanderhook, chief executive officer of Specific Media:
We’re thrilled about the opportunity to rebuild and reinvigorate Myspace. We look forward to partnering with someone as talented as Justin Timberlake, who will lead the business strategy with his creative ideas and vision for transforming Myspace. This is the next chapter of digital media, and we are excited to have a hand in writing the script.
As people are becoming dissatisfied with Facebook due to its poor protection of private information, it’s overuse of paid-for ‘targeted ads’ and a myriad of other reasons, there is certainly room to fall in love with Myspace again. However, as the catchy song “Heartbeat,” by the group JJAMZ proclaims in the new Myspace promo:
If you break my heart a second time / I might never be the same