Myspace has announced a relaunch of its service as a social entertainment network.
The newly focused myspace specifically targets Gen Y, 13-34 year-olds and will tailor recommendations based on user interests and behaviours. The entertainment topics will expand from music and movies to include celebrities, movies, television and games.
The new site will encourage discovery of content through people and people through content, Mike Macadaan, vice president of user experience and design, global, told Marketing magazine. The new strategy also focuses on promoting prominent individual content curators and will open up greater opportunities for branded content curation.
“One of the themes that you’ll see across the new experience is we really want to promote the discovery of content through people, and in some cases, people through content. I’m going to show you an example, if you click Followers on the Glee page, this is where you can at a glance see all of your friends that are also connected with Glee, and then I can also see the other topics they’re connected to, so I can now start to really see what my friends are into and connect to those topics as well. You can also do this with everyone on myspace, for that matter, that’s connected to Glee,” Macadaan explained to Marketing magazine.
Marketing magazine will feature a cover story on the myspace journey and relaunch in our bumper December/January issue on newsstand November 24, 2010. The feature includes interviews with Myspace CEO Mike Jones, VP of user experience and design Mike Macadaan, chief revenue officer Nada Stirratt, managing director for Australia New Zealand Nick Love and marketing director for Australia New Zealand Mark Bulgin.
“This marks the beginning of an exciting turning point for myspace. Our new strategy expands on myspace’s existing strengths – a deep understanding of social, a wealth of entertainment content and the ability to surface emerging cultural trends in real-time through our users,” said Mike Jones, CEO of myspace. “myspace is unique in that it is powered by the passions of our users, who program the site by expressing interests, sharing tastes and knowledge around particular topics, and scouting out up-and-coming subcultures. This is the just the first step, and there will be many more features, programs and improvements to come.”