(New) MySpace set to launch in 3, 2, 1...

Posted on October 1st 2012

(New) MySpace set to launch in 3, 2, 1...

 

 

https://new.myspace.com/ 
Will we finally hear “lift off?”
 
Can this social media juggernaut learn from past mistakes and finally breakthrough re-entry of the social media cosmos?
It finally looks like it may be all systems go.
Intrigued? Heck, this cynic was. I even downloaded the song (“Heartbeat” by JJAMZ). The design team at MySpace recently announced that the site is being “rebuilt from scratch,” and will soon be re-born as an entertainment-focused community.
 
Wait, do we really need (or even want) another social media community?
 
We can already connect with/grow to hate the people we know through Facebook, Twitter, Instagram, Tumblr, Foursquare and LinkedIn (just to name a few).
 
And Facebook has the music side of things covered with Spotify.
 
And you can follow your favorite artists on Twitter.
 
Here’s why MySpace is better situated for a comeback now than ever before.
 
They’ve got a cool front man.
To grab attention of the masses, you need a magnetizing leader. Everyone likes J-Timberlake. Ever since “Dick in a Box,” the former N-SYNC lead has won over even the most macho of men. The musician turned actor turned MySpace majority stakeholder is just the ticket MySpace needs to bring sexy back (sorry, I just had to).
 
Their UI is kick-ass.
Floating tiles, translucent layers that slide, and edgeless video plugins. The MySpace dashboard/home screen is a breath of fresh air for those fatigued with the columnar design of Facebook.
 
But video of one user in a test environment in one thing; repetitious use in real-world another. If it proves clunky and full of glitches, sophisticated users will tire quickly and abandon.
 
Most importantly, (we think) they know their place.
If you can’t beat ‘em, wrap around ‘em!
 
A bit of humility goes a long way. Instead of asking users to open and build out YET ANOTHER social media profile and presence, MySpace lets prospect users “login via Facebook or Twitter” (Or so it seems in the video). Unlike Google+, MySpace isn’t interested in dethroning other platforms. 
 
They’re content just filling holes.
 
Because we DON’T need (or want) another Social Media site.
 
The next big thing will be the thing that connects all things (are you following me here?).
 
Wouldn’t it be cool to access your now disparate social world through one central electronic gateway?  Imagine selecting a connection and having a way to open one interactive snapshot of all their social media activity (Facebook albums, Instagram captures, recent check-ins, tweets and posted videos). Imagine mobile extensions that would actually link directly to text and the lost art of placing a phone call.
 
Instead of simply being a new take on an already heavily saturated, matured and fatigued market; asking users to do all the heavy lifting – why not go back to internet fundamentals? Why not fill in the gaps and make connecting between platforms easy.
 
Could MySpace be the next big thing….again? :)
We're on the list to find out...
Daniel Stepanic

Daniel Stepanic

Self-proclaimed interactive marketing pundit & slave to the gym. Unintended techie. While my career has been focused on marketing B2B/professional services, my first love is retail. I find the interplay between marketing and psychology fascinating (and am not afraid to use it to my advantage). I look forward to contributing time to time, as thoughts/ideas drift in and out my head. I welcome your feedback. I am nostalgic yet focused on the future. I refuse to descend into mediocrity.
See Full Profile >

Comments

Daniel,

Great piece. The only part I question the need for even further integration. One of the reasons people are so over facebook is that they're tired of the constant barrage of Spotify playlists, profile pictures changes, twitter updates and photo uploads that people share. On the flipside, Linkedin saw huge gains for their Linkedin Today feature after Twitter cut off it's API and people actually started posting relevant content instead of just auto-feeding their spam.

This redesign looks incredibly promising, but if, as you say, Myspace should aim to be a one-stop shop for people's twitter, facebook, instagram, linkedin & pinterest data, then I for one, say no thanks. From the video it looks like they recognise their value as a niche player for people interested in connecting to artists and fan communities - and the cache that comes with that.

Now if only someone answered the most important question: Why did they change the name from MySpace to Myspace?

You bring up great points, Henry (and things about Facebook that annoyed me as recently as this morning). It would be a fine line to walk, one that perhaps would require a great deal of personalization to avoid over-exposure to feed items that aren't of interest. I am more interested in the notion of a single point to access everything on a given connection.

If they could get the formulas right, it would be great to see things/topics that are trending in a consolidated, central location, instead of 10-12x peppered through a single feed (i.e. a single interactive tile: "32 connections are talking about "x"). You could choose to delve deeper or not at that point. A build I believe Facebook was looking to finesse, but never quite came to pass.

I guess we'll have to see, eh?

Re: the MySpace/Myspace change - (because I wondered the same). While they no doubt have a real thought-provoking, uber-deep reason spelled out in their brand book, the reality is far more simple.

I bet they just got sick of people (internal staff included) typing it out incorrectly so they succumbed.  ;)

You bring up great points, Henry (and things about Facebook that annoyed me as recently as this morning). It would be a fine line to walk, one that perhaps would require a great deal of personalization to avoid over-exposure to feed items that aren't of interest. I am more interested in the notion of a single point to access everything on a given connection.

If they could get the formulas right, it would be great to see things/topics that are trending in a consolidated, central location, instead of 10-12x peppered through a single feed (i.e. a single interactive tile: "32 connections are talking about "x"). You could choose to delve deeper or not at that point. A build I believe Facebook was looking to finesse, but never quite came to pass.

I guess we'll have to see, eh?

Re: the MySpace/Myspace change - (because I wondered the same). While they no doubt have a real thought-provoking, uber-deep reason spelled out in their brand book, the reality is far more simple.

I bet they just got sick of people (internal staff included) typing it out incorrectly so they succumbed.  ;)

All great points, but from my perspective and I know for many of my friends, we no longer care about having everything in one place to let us know when we have updates and who is talking about what for one simple reason. Our mobile devices now do it for us through e-mail updates and apps. The mobile phone, and I will use the iPhone as the example, provides a single screen which I can easily swipe along and it is easier to use that as my single stop shop rather than going in through Myspace to see everything. I also think that it is a huge misunderstanding in social media cirlces that people actually care about what is trending across multiple platforms. Most people look at what is trending just to see what is going on in the world, I just can't see that people really care as much as the social media world wants us to. Trends give pointers to somethng that may be of interest, it is not something that defines who anhd what we are. All that said, new Myspace does look very interesting and although it may not appear to be trying to take over at this stage, if you consider the adaptabilityof the music functionality in to other areas such as sports, TV Shows and pretty much any other interest or hobby, I think there is a much bigger challenge to Facebook here than it first appears.

A different angle to consider for sure, Daniel. (great name, BTW) – As an avid user of Facebook, Twitter, Foursquare and Instagram, I guess the thing I’m most fatigued with is redundancies across each platform. Whether I view them as you mentioned, on my iPhone or a traditional PC and whether or not it’s something I hold interest in.

I’ll give you an example – politics. I don’t want to see 10 different updates within my feed displaying individual accounts on the same thing. Would be nice to have one tile – alerting me that “politics” or “the debate” is trending, X people are talking about it across platforms and if you want to delve deeper, see your connections’ take on things, click here.

I guess I’m saying I’d like a tool that better indexed my otherwise native feed (which Myspace isn’t really claiming to do in their video, but a pipedream based on some insight into the U I).

I agree with you too on the threat side. Will be interesting to see how the music tie-in works. Needs to be fluid – and it all boils down to establishing AND maintaining a user base. They’ll only get one chance to woo users back – their first experience in the live site needs to be strong enough to keep ‘em coming back for more. - DS