When Musicroom.com reached out to sponsor Creative Something this week they also proposed a post that I felt was intriguing enough to share. Today’s article is that very post, from guest writer Emily Buchanan. Without further ado, here’s Emily.
Imagine a lovechild between Pintrest and Spotify and then put that lovechild on steroids. Sounds pretty impressive, right? Well that’s the impression many socialites are getting from the promotional video of the brand-spanking new Myspace. Thanks to Specific Media, it’s undergone some pretty drastic surgery and has got a lot of people frantically reaching for their criticism hats before the site’s even gone live.
Myspace has got a lot to prove. The site enjoyed a short and illustrious rein back in the olden days of the internet when customisable CSS codes were the craze (causing the crash of many an out-of-shape computer) and creative artists from every industry were free to showcase their skills (or lack thereof). Having been usurped by the merciless invasion of social warhorse Facebook, Myspace has falteringly kept its head above the digital water of doom.
It’s going to take miraculous measures, then, for Myspace to be accepted back into the social networking fold, let alone back into the throne room.
But what resurrective measures are Myspace touting? A “true to our roots” strategy that “empowers people to express themselves however they want.” The brand continues: “…Whether you’re a musician, photographer, filmmaker, designer or just a dedicated fan, we’d love for you to be a part of our brand new community.”
As much as one can garner from the video, it seems that the new Myspace is targeting the creative community at large.
Using their culture-centric (and unquestionably stunning) redesign, the new Myspace offers creative, business-savvy people the chance to connect directly with fans and industry influencers in a way that emphasises the use of multi-media. Artists have access to their Top Fans (though it’s uncertain how this will be measured) and can share exclusive content with them. Not only is this a great way of encouraging fans to be more socially active, it means you can direct your material to those who want it. As MySpace owner Tim Vanderhook puts it, the new Myspace “allows the creative community to connect.”
On the new site a profile becomes a digital portfolio. It features a unique harmony between music and image, targeting both senses for the greatest impact, and offers an incredible “mixes” tool that has endless possibilities.
Justin Timberlake (who now part-owns the business) shows us how it’s done in the promotional video, using his mixes to feature soundtracks from his movies, to make two albums dedicated to his influencers and, of course, to promote his own material. It’s like a discography that people can engage with.
Of course, this tool isn’t restricted to musicians; it’s an amazing way to display artwork, design material, sheet music from scores, photography or, indeed, film alongside the music/audio-books/soundtracks/spoken word that inspired them. With the right mind set, it will bring your creativity to life using all of the mediums that aided it.
Furthermore, the new site provides a statistics tool which can reveal important information about fans. As strange as it sounds, Myspace pools all data from active fans and then displays their whereabouts, their social influences, their gender and their tastes. This tool could be an amazing way for artists to measure and respond to their successes. Need to know where to sell your work, where to go on tour or which age group to target? Myspace statistics can tell you.
The question now is, have the guys at Specific Media tapped into something that creative professionals want (and, indeed, need)? Or is this the final blow out before a long overdue exit?
The new Myspace has one vital selling point: the connection it offers between the creator and the creative. How you choose to leverage that connection is completely down to you. It’ll be very interesting to see how people do.
Will you be joining the new Myspace? Let us know your thoughts on twitter @tannerc or @MusicroomOnline.