The near-miss of New MySpace

Screen Shot 2012-12-19 at 21.58.46New MySpace. Twelve months ago I would have snorted in derision at the mere mention of the idea; it seemed a little too ridiculous given the way Old MySpace had gone.

Over time though, with Facebook increasingly battling negative press around Pages, reach, privacy and a host of other problems, MySpace’s purchase and promised rejuvenation courtesy of Justin Timberlake and Specific Media actually started looking viable. Through the same period, a few friends of mine had been asking the same question: “Are we due a dedicated music social network?”. After all, Facebook has never been that well equipped for musicians (ever tried listening to music on an artists page of late?) and coupled with the aforementioned frustrations, it felt like a gap was opening that was ripe for the taking.

Enter MySpace. (Again.)

I was invited to preview the service in the summer. I have to say, based on the demo video I saw (the same one that has since been made public in the first round of PR), I was really impressed. New MySpace looked fantastic. There was a clear focus on design there, and conceptually it felt very much like it could indeed be the dedicated music social network that people had been pining for. Believe me, I was a naysayer previous to this meeting, but based on the video and my conversations with the team there, I was sold.

Having played around with the service for a while now, sadly now I’m not so sure.

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