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Myspace Relaunch Captures Attention (Should Pharma Care?)

Jessica Overend

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On October 4, Facebook reached an unprecedented 1 billion active monthly users. But an early rival to Facebook — Myspace — garnered some attention recently when it previewed a milestone of its own: the launch of an all-new Myspace website.

Justin Timberlake is the main spokesperson for the re-launch and is also a significant financial backer of the platform. The new Myspace was announced by Timberlake in a Tweet September 24, and Myspace previewed the sleek redesign with a short video, asking musicians, photographers, filmmakers, designers and dedicated fans to join a waiting list for the launch. The new design and functionality will feature photo icons that feel like a mix between Pinterest and Instagram and scroll horizontally (shown below).

The new homepage for Myspace users features horizontally scrolling pictures and textboxes, similar to Pinterest and Instagram.

The new website also features an area where visitors can listen to music, learn about the artist, and see where certain fanbases live and interact (shown below).

Elements of the new music feature feel like a mashup between iTunes and Pandora.

This feature also has a Top Fans page where artists and visitors can view the demographics of a particular fanbase. The music features are a mix between Pandora and iTunes, acting as a radio where you can skip songs or purchase music. The visitor has the option to create mixes, connect with others who listen to the artist and watch videos.

The Top Fans page for artists maps the demographics of their followers.

Interestingly, the new Myspace features a social sign-in via Twitter or Facebook. Clearly, they are not trying to take over the social space; they are merely creating an additional platform for a specific niche.

The new MySpace will allow for social sign-in via Facebook or Twitter.

Myspace users will be able to create profiles where they can post short status updates, a function that feels like a mix between a Tweet and a Facebook status update (since there is also a comment feature).

The new post ability on Myspace combines the status update of a Tweet with the comment function of Facebook.

Should pharma care about Myspace as a social media platform?

While these changes are exciting for the music community, should companies not working in the creative arts pay attention to Myspace? The answer is no … for now. Considering the information released to date, the only industries that should be looking further into the waiting list process are those in music, film and the arts. So far, we don’t see a need for pharma companies to invest in creating a presence on Myspace at this time. However, the future of Myspace is unknown, and possible campaigns involving celebrity musicians or targeting certain events might be appropriate Myspace fodder for pharma down the road. It may also be interesting to see what targeting capabilities the new site will offer. Overall, the new Myspace seems to take elements from a variety of popular existing platforms today — Pinterest and Instagram, iTunes and Pandora, Twitter and Facebook — and repackage them into a new space for the creative crowd. Will it grow into a site that appeals to a more general population? Only time will tell.

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