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the Return of Myspace

MySpace interface


Most of us have an online account of some sort. Each day we all use technology to connect with other people -a large proportion of us using our favourite social media platform to do so. But how many of you know about or, better yet, remember MySpace?

This week I was confronted by an article titled “Justin Timberlake Teases Sexy New MySpace”.
I was intrigued by the mention of MySpace (not Justin Timberlake and Sexy in the one sentence) and decided to look back into the rise and decline of the one-time titan of social networking.

The MySpace era kicked off in 2003, catering to the Southern California region of idiosyncratic performers, bands and artists. Its focus on self-expression tapped into what the younger generation were passionate about; freedom, interaction and popular culture.

With its roots planted firmly in the love of music and youth culture, MySpace rapidly grew to 110 million active users internationally, by 2008 with up to 4.5 billion page views a day.

With impressive figures like this, you may wonder how or why MySpace started to lose momentum (heard of Facebook?). Within months of recording their highest user figures, MySpace saw a 44% drop in user activity, with a 59% drop in user engagement.

After several failed attempts to revive and re-create MySpace, in 2009, rumors of News Corporation pushing ahead with attempts to unload the website in exchange for cash and equity in the venture started to surface. With uncertainty and wildly erratic user figures, advertisers and agencies were becoming hesitant to commit the dollars for large, extended campaigns on MySpace - a site which previously attracted big splashy ad purchases from major marketers looking to tap into the social-networking craze.

In 2011, News Corp sold MySpace at a half-a-billion-dollar loss to Specific Media; an innovative global interactive media company.

MySpace Slipping Profile graph

With advertisers and agencies wary of a successful comeback, Specific Media and investor Justin Timberlake pitched their new agenda with the vision of making MySpace the “#1 online community music destination”, going as far to call MySpace the “Hulu of Music.”

15 months after the acquisition of MySpace, details of a brand new site were unveiled in a promotional video that previewed a dramatically different, horizontally oriented user interface with a continued emphasis on music. Competing for eyeballs with the likes of Facebook and their 955 million users, MySpace will also have to contend with players such as Spotify and YouTube, which already offer ways for people to share music and videos as well as being the provider of advertising platforms to a multitude of consumer products and services.

New MySpace interface

New MySpace interface

The road to recovery is only just beginning, but that being said I’ve always had a soft spot for the underdog.

Do you have a MySpace account?

Leave a comment and tell us why you like it!

Lisa Lee, Account Manager

Bosworth, Martin H. April 8, 2005. "What’s Inside" Retrieved July 15, 2008.
Corbin, Kenneth. July 25, 2008. "Microsoft Searches for Revenue with Facebook." Retrieved July 15, 2008.





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