MySpace’s Annual Relaunch: MyRadio, Mobile App, $20 Million Ad Campaign, Disappeared Blogs

Yesterday the new Myspace fully launched to the world with a huge ad campaign, a celebrity party and lots of coverage. Though some of us thought this was another relaunch, it's actually the public launch of last year's new version with all the old accounts being moved over minus most personal content. But the biggest news is likely the new MyRadio, adding yet another contender to a crowded field, and an updated iOS app that even has a GIF maker.

I headed over to the newest MySpace to log in and realized that I haven't been there since sometime last year. And the only time I've heard about Myspace this year is when people are upset with it or trying to make themselves believe it's poised for a comeback. Yet everybody's writing about it whether they want to or not.

What's new and what Myspace is doing to get out the word:

This Is Myspace

"The site currently has 30 million global monthly users" (Huffington Post)

Celebrity Launch Party & $20 Million Ad Campaign

"MySpace has celebrated another relaunch, with Pharrell Williams and
Robin Thicke performing an intimate show for a lucky US audience." (Gigwise)

"The full unedited commercial, which you can watch above, is part of a $20 million ad campaign spanning broadcast, radio and digital platforms, according to a rep for the company." (Mashable)

Insights for the Artists

"The new platform also features Insights, an analytics tool that offers artists visualized data reports with metrics on their audience, influential fans and trending analysis." (Billboard)

MyRadio aka My Radio aka Social Radio

"Both the mobile app and desktop version feature MyRadio" (Huffington Post)

"Myspace now provides access to 53 million streamable tracks via new add-on My Radio." (Spin)

"On the app, an artist, or any Myspace user, programs his or her
radio station and then shares it with others who can listen for free….'Artists are in control…They can
play their tracks or the music that inspired them while making their
album, the work of their collaborators, their overall influences.'"

"The
app will launch with 25 featured artist stations, including ones by
Pharrell, Lil Wayne, and Lady Antebellum. (Only the genre
stations–rock, country, R&B, etc.–will still be programmed by
algorithms.)" (Fast Company)

Out With The Old, Including Your Content

"Obviously MySpace has very few friends left to alienate…but that hasn’t stopped it annoying the hell out of its few remaining fans by forcing through an update to its shiny new music discovery platform that’s swallowed their old blog content, with no guarantee it’s ever going to be retrievable. Oh but users are being told to vote on the idea of getting their deleted stuff back. I mean WTF?" (TechCrunch)

"What will not be available from my old profile?
We're focused on building the best Myspace possible…That means you won't see a few products on the new site…

Blogs

Private Messages

Videos

Comments or Posts

Custom background design

Games"
(Ask Myspace)

The Mobile App: Got GIFs?

"What's New in Version 3.0.1
Updated for the new Myspace
– People Browse
– Animated GIFs
– Social Radio
– Online messaging
– Improved signup and profile setup
– Connect and Comment
– Keep up with your friends and favorite artists"
iOS Mobile App

"The Vanderhooks may be moving on from the old Myspace with the official launch of their ad-supported platform, but they weren’t able to escape one relic: GIFs. They were the bane of many a Myspace user, and the brothers had no intention of including them…"

"Yet what was one of the most common critiques of the beta site? No GIFs. The new owners caved. 'We were forced by our membership to do it,' says Tim…"

"The mobile app's 'create' button allows users to write a post, submit a photo, or create a GIF.” (Fast Company)

Definitely some cool things as well as some disappointing decisions. I'd say this is the make or break round for Myspace.

More:

Hypebot Senior Contributor Clyde Smith (@fluxresearch/@crowdfundingm) also blogs at Flux Research and Crowdfunding For Musicians. To suggest topics for Hypebot, contact: clyde(at)fluxresearch(dot)com.