Myspace Relaunches With $20M Campaign And Star-Studded Party
Myspace has relaunched and it wants you! But do you care? The company has spent an incredible $20 million on an ad campaign for the official relaunch and hosted a celebrity-studded party this week. Jezebel has the fashion round up for the soiree, which was held at the El Rey Theater in Los Angeles. The ad campaign will run across broadcast, cable, radio and digital properties, reports AdWeek.
So why should you hook up with Myspace? According to Specific Media CEO Tim Vanderhook and COO Chris Vanderhook, (Specific Media bought Myspace in 2011), what makes the platform different is its focus on creative individuals. And while Myspace’s main focus is music, the site also encompasses all the creatives involved in the process, including songwriters, photographers and music video directors.
Judging from the two commercials released to Adweek, Myspace is targeting a younger audience that’s thoroughly immersed in music and may have a bit of a hipster streak. In a 90-second spot (which will be cut down) for broadcast and cable you’ll seem them dancing, smashing instruments, skateboarding and such. And these are “real” people — it stars creative people who have a presence on Myspace along with a few famous folk such as Pharrell, Ciara, Santigold and Mac Miller. Time will tell the success of the abstract nature of the spot.
“We really wanted to really represent the people that make this brand,” Christian Parkes, head of marketing at Myspace, explained to AdWeek. “Because it’s not us in this room—we’re the guys behind the scenes. But it’s really about the community. The tone and spirit … it’s irreverent, slightly anarchistic, that’s the tone and the attitude and the feeling.”
The relaunch has Justin Timberlake excited. Timberlake came on as an investor when News Corp. sold Myspace in 2011. Earlier this week, he tweeted out news of the relaunched site.
Below, we’ve got one of the spots below. Let us know if you sign up and what you think about it.