The New Myspace: Who Should Be Scared

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As brand marketers, there are a (sometimes overwhelming) number of social media platforms we need to be versed, if not fluent, in. You'd better know Facebook, Twitter, YouTube, Pinterest. For some businesses, LinkedIn. It’d be good to have some knowledge of Instagram, Branch and Vine, too.

Add another to the mix: Myspace.

Yeah, I know. I’m shocked to be writing it, too. But, here’s the thing: the new Myspace is really good. Like REALLY good.

IF…If you’re a big music fan. If you like to explore. If you enjoy the intersection of recommendations and discovery.

Basically, if you’re between the ages of 14-35.

That means there are some people and businesses out there that should be scared.

You Should Be Scared Of Myspace

Myspace has no advertising (yet). That means it is difficult for a non-music (artist, label) brand to find its place on Myspace. Myspace is really a place for people to connect with music.

That means you can’t buy your way in front of people. Your brand has to work at it, much like on Pinterest. It’s not easy. You have to be in touch with the soul of your brand and let that come through via music.

If you can do it, it will be incredibly valuable. If you can’t, it’ll be readily apparent.

Spotify Should Be Scared Of Myspace

Spotify gives you access to a treasure trove of free music. So does Myspace. Spotify lets you easily see what your friends are listening to. So does Myspace. Spotify lets you discover new music. So does Myspace.

Spotify gives you access to more music. Myspace is cooler, more interesting and makes the discovery process more enjoyable.

Right now Spotify has a small edge because there is no mobile app for Myspace (company reps say they’re working on it now). Spotify should be very afraid once that mobile app is up and running.

Facebook Should Be Scared Of Myspace

Myspace represents a shifting dynamic in social media: new platforms that don’t look to replace Facebook, but simply want to own a particular kind of media. Instagram with photos. Pinterest with clippings. Myspace with music.

As these great experiences continue to present themselves, consumers will continue to move to fragmented, specialized marketplaces. This will result in less time spent on Facebook -- and, in turn, less advertising revenues for Facebook.

We’re seeing this right now in the food industry. People flocked to megastores for years due to the selection, convenience and better options. Then, specialty purveyors started to understand how they could compete in the marketplace, and consumers began to understand the better experience specialty stores could provide. Now you find people much more likely to go to farmers’ markets, butcher shops, wine stores, etc.

Myspace Should Be Scared Of Myspace

Myspace, to use a technical term, is “super cool.” Okay, that’s not a technical term. But it’s an apt one. It’s visually appealing. It’s got a great selection. It’s easy to use.

It also doesn’t work on smartphones, and is still called Myspace.

Let’s start with smartphones. Smartphone Internet usage continues to skyrocket. Myspace better get its app out fast if it wants to maximize its credibility with younger audiences.

Now the name, Myspace. Still gives me nightmares of multiple fonts, animated gifs and atrocious page layouts. I’ve talked to many people about how cool the new Myspace is, and their typical reaction is “Myspace?!?!?” Having Justin Timberlake on board definitely helps up the cool factor, but it definitely needs to make sure it has no hiccups (aka totally uncool moments) that make people say: “Well, they’re still Myspace.”

In the meantime, I’m gonna go discover some more music to use with clients.

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1 comment on "The New Myspace: Who Should Be Scared".

1. Joel Capperella from Yoh
   

   commented on: February 8, 2013 at 9:39 a.m.
   Since you asked Bryan, in my opinion MySpace really doesn't seem to know what it intends to be. This is a good read and the fund raising pitch deck tells alot (http://www.businessinsider.com/leaked-myspaces-master-plan-to-raise-50-million-and-re-launch-as-a-spotify-killer-2012-11?op=1). I was very curious when I saw the promotions for the new myspace and my first impression was that it had the potential to become sort of a linked in for creative professionals and industries (more on that here http://blog.yoh.com/2012/10/will-the-new-myspace-be-linkedin-for-the-creative-industry.html) I received my invite and what I found when I logged in was a muddled mess of slick graphics, horrible usability and some weird obsession with pushing music as the primary user experience. If music is what they feel will be the differentiation I think the hill is much steeper to climb. Just my two cents.

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