myspace: the pivot, the resurrection, a new focus.
I remember in 2006 I was an avid myspace user, in fact most days were spent flicking between my myspace page and actual work that I was meant to be doing at the office. Then came facebook, I resisted, I converted – I never looked at myspace again. Until today, where I joined the new myspace – and I must say I love what they have done with the place.
With the help of an Australian design firm based in Brisbane the new re-founders, brothers Tim Vanderhook and Chris Vanderhook along with their Chief Creative Officer Justin Timberlake have re-worked everything. The clutter is gone, the features have been stripped back and simplified and everything about the platform is targeted at those involved in the entertainment industry, or fans of those in the entertainment industry. There is a certain familiarity of other elements of existing social networks across the platform, though personally I would call this place a social media platform anymore. In fact I would call it an online publisher / content provider that also happens to have a social element to it.
If Linkedin and Spotify had a baby …
There are only a limited number of account types you can now have on the new myspace. Unless you are a creative, in the media or a fan of the music artisits you can not create a profile. In the same way that Linkedin own the professional “social” space, this new version of myspace owns the “social” music and creatives space. The new player and the ease at which you can play new albums, put together your own mixes and hear new music is much cleaner than Spotify and much more fulfilling as new myspace includes profiles and content about the artists. Spotify are beating them hands down on the mobile offering right now, but I wouldn’t be surprised if that is currently in the works, so people can access their playlists offline at a later date.
Trends and Content
Being a content junkie, my favourite new feature is the Discover section. Articles and Videos of what is happening across the creative industries, interviews with artists and more. I can only see this section growing and given the connection JT has across the industrie sitting down with names both big, new, indie etc is not going to be an issue. In fact I see new myspace over the next couple of years being the number one online resource for all the exclusives around music, art and culture.
At it’s peak, myspace was a powerhouse, it then died [for most of us] but it just needed a refocus and refined direction as it got too big and way too complicated. But no matter what way an industry goes [just look at what is happening to group buying right now] there is always a way to strip things right back, refocus and rebuild a better product without starting again from scratch.