After Successfully Bringing Sexy Back, Justin Timberlake Sets His Sights on MySpace
Remember back in 2006 when sexy had fallen on hard times, and then Justin Timberlake came along and rescued it from obscurity? That must have been what MySpace had in mind when they called up JT and asked him to help bring the social networking site back from the brink.
MySpace hasn't been faring so well ever since that Other Social Network showed up on the scene, but a company called Specific Media bought the company this summer and enlisted Timberlake to help revive the brand, according to the Los Angeles Times.
Specific Media's Orange County brothers Tim and Chris Vanderhook bought the company from News Corp. for $35 million — peanuts compared to a company that had once been valued at $65 billion. "We are going to make Myspace cool again," Tim told the Times.
How does Timberlake figure in? He owns a minority share, and the focus of MySpace 2.0 (my phrase, not the owners') is music. The pop star released a statement recently talking about the project:
“There’s a need for a place where fans can go to interact with their favorite entertainers, listen to music, watch videos, share and discover cool stuff and just connect. Myspace has the potential to be that place. Art is inspired by people and vice versa, so there’s a natural social component to entertainment. I’m excited to help revitalize Myspace by using its social media platform to bring artists and fans together in one community.”
It does look like they've cleaned up the site but the experts are skeptical that it can come back as a social media site: "What makes Myspace worthy of investment when I can also have Myspace on Facebook, Google+ or Twitter?" Brian Solis, a principal analyst for research advisory firm Altimeter Group, told the Times. "It must be something more than a social network or a place for friends. That train already left the station."