I was recently briefed by the MySpace team prior to the re-launch of the brand. I had worked closely with the MySpace team back in 2006-2007 and was intrigued to see what's new with the platform and what value the new platform can provide for brands.
My questions were primarily tied to 5 key areas:
1 - What is the "new" MySpace
2 - Discoverability of content
3 - Brand Value Proposition
4 - Amplification Capabilities
5 - Influencer Identification & Activation
The "New" MySpace
June 12th marked the official re-launch of MySpace.com. You may have seen the comprehensive media blitz tied to driving acquisition of new and nostalgic users. This is definitely not your old MySpace. Gone are rainbow unicorns and other elements that made MySpace what it was in its heyday.
MySpace currently has a user base of 20 million that is primarily 18-29 years of age. The re-launch will focus on positioning itself as the alternative destination for the 18-34 set. One of the key goals is to add enough value with the experience to attract the 29-34 set to increase the affluent user base.
The focus on a highly visual user experience (horizontal scroll vs. vertical) that is grounded in music, editorial & curated content... Read more