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Will brand partnerships revive Myspace?


May 7, 2013

Before Facebook, cool young people flocked to Myspace, an early social-media network that was later nearly forgotten.

Now Myspace is trying for a comeback as a music site. As Digiday.com reports, “New Myspace” offers the world’s largest streaming library, and invites artists and fans to connect and discover new content. The redesigned site features editorial content from professional writers, radio stations, music mixes and videos, and is partnering with brands like Chevrolet, Gucci and Bud Light to produce concerts and other promotions.

The original Myspace had devolved into a seediness that brands wanted nothing to do with, Digiday reports. But the new platform was designed with brands in mind, says Christian Parkes, the company’s vice president of marketing. “New Myspace” offers content opportunities for brands — a big selling point in the era of content marketing and brand newsrooms — and has the advantage of being owned by a large Internet ad network, Specific Media.

Social platforms now have to prove they can increase the frequency of consumer engagement with branded content by encouraging sharing amongst users, says Ian Schafer, CEO of Deep Focus, an agency that creates digital content for social media. Parkes acknowledges that winning over consumers is “an ongoing battle,” but says that to shift perceptions, Myspace just has to “Do everything right by the artist, by the brands that we work with, and make the right partnerships.” — Greg Beaubien



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