Recently, I was lucky enough to be invited into the new MySpace and have spent a little time working my way around the site’s pre-release content and functionality.
Pre-launch, they did a fantastic job of building anticipation and early registrations, and to be honest I was worried it might be promising a little too much.
I was wrong. This thing is hot like Justin Timberlake*.
The design, layout and typography are, for want of better words, bloody beautiful. It’s super fresh and contemporary; cool enough to attract the early adopters, clean enough not to repel the older crowd and simple enough to form a solid foundation for feature expansion over time.
While initially its new terminology and sideways scrolling is a little demanding (but awesome on an tablet), stick with it a short while and soon you’ll find there’s more to offer here than just a flashback to your top eight friends list from 2003.
The user interface delivers some really innovative functionality – the instant search as soon as you start typing is particularly impressive – but I think the big news story here is around what exactly the new MySpace is out to achieve. It’s being pitched as Social Entertainment, so who will use it and why?
Taking a look at what’s on offer, there’s a lot that feels oddly familiar. There’s a newsfeed with photos not unlike Pinterest. There’s status updates and instant messaging like Facebook. There’s following, followers and a 140 character limit like Twitter. There’s a music player like Spotify or Pandora and even a big video player like YouTube or Vimeo.
So, with what seems like a melting pot of social functionality, are they trying to be everything to everyone? Not likely. The fact you can connect your account with both your Facebook and Twitter accounts suggests it’s as complimentary service, not a replacement for either.
Music and entertainment is at the core of everything on offer here. With free streaming (for now) and built-in mechanics leveraging natural social behaviours, it feels like connections will be made more through musical taste than just mimicking the real world social graph – and that could be quite refreshing and liberating.
The depth of content is inspiring too, with quality editorial around established and emerging artists including some really impressive video.
One thing’s for sure, with Justin Timberlake on PR and presumably art direction duties, a huge legacy user base and forever dominant SEO, the new MySpace is definitely one to watch.
My parting thought: who is making the content? There’s a real opportunity here for brands, not just bands, to leverage this brave new world of social entertainment.
*Research conducted at home, one female respondent, mentioned something about his dancing.
Gavin Heron is ECD at Visual Jazz Isobar
Please login with linkedin to comment
Canteen’s latest campaign features the combined talents of Director Luna Laure and creative agency Crater. The campaign strives to raise awareness for young people affected by cancer. The awareness campaign centres around Harry Barentson, who at 12 years of age found out his pregnant mum had cancer. While his mother fortunately survived, he lost his […]
In partnership with storytelling agency Enthral, AFL star Kevin Sheedy has voiced a video ‘Love Letter to Victoria’ using visuals to showcase the state’s natural beauty and culture. Victoria has been hit with the worst of the coronavirus pandemic compared with any other Aussie state experiencing four lockdowns. Sheedy has partnered with Ethral to share […]
Telstra’s lower-cost telco, Belong, has awarded its strategy and creative account to Howatson + White, and has reappointed OMD to its media buying account, after a competitive pitch process. Howatson + White will handle strategy, planning, creative and CRM, while former agency Clemenger will continue to have a relationship with Belong, managing PR and retail activation. […]
Coca-Cola Australia has rolled out its new campaign ‘Turn Up Your Break’. The campaign will be led by a TVC that encourages people to truly pause with a Coke on their break so they can walk away feeling refreshed and uplifted. The TVC features two busy chefs stepping outside for a break, the bustling kitchen […]
Nova 919’s Ben & Liam breakfast show announced that they’ll be throwing their support behind and raising awareness for a cause very close to their hearts, mental health. On Monday 21 June Ben Harvey and Liam Stapleton will be locked in a purpose-built glass structure, in the middle of Rundle Mall, for an entire week […]
TRENDii has announced TRENDii Ads, a new contextual advertising solution that leverages content and context to promote eCommerce products at scale around the world. TRENDii Ads is user privacy friendly and offers a new way for businesses and brands to target consumers at the moment that they are most inspired to shop. “We believe good […]
ARN and The New York Times have reached an agreement for ARN to become the advertising sales representative for The New York Times’s podcast portfolio in Australia. The deal will enable Australian brands to connect with Australian listeners to The New York Times’s most popular podcasts, such as The Daily, Serial and This American Life, […]
Verizon Media’s talent program has come to an end for the third year, closing with a hybrid pitch-off event for Musicians Making A Difference (MMAD). The Verizon Media Academy class of 2021, made up of 44 emerging leaders from across Australia and New Zealand media, advertising and marketing industry, were given just one hour to […]