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Meet The New MySpace: Myspace Rebrands For Gen Y

Cornelius Fortune | 11/23/2010, 11:54 a.m.

Myspace recently announced a new brand website and a suite of products that together redefine the company as a social entertainment destination for Gen Y . Myspace is creating a rich, highly-personalized experience for people to discover content and connect with other fans who share similar interests. The entertainment experience will span music, celebrities, movies, television and games and will be available through multiple platforms, including online, mobile devices and offline events.

With young African Americans making up almost 15 percent of the U.S. Gen Y population and approximately 15 percent of Myspace users, the redesign will be particularly attractive to this fast-growing market segment. Myspace has already established itself as a hub for African American youth and culture propelling rap and hip-hop as the top music genre on the website. The new Myspace will continue to focus on creating and promoting a rich mix of entertainment content that specifically resonates with this audience.

“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 just the first step, and there will be many more features, programs and improvements to come.”

Specifically, Myspace will provide people with the ability to:

■ Discover and engage with Myspace’s broad array of programming, including originals, exclusives and content from around the Web.

■ Express, collect, and display their creations and interests on their profiles and through sharing tools.

■ Connect to other fans with similar tastes.

Myspace will also focus on promoting curators — a subset of its audience whose reputation and knowledge around particular entertainment topics and emerging cultural trends make them uniquely influential — by supporting them with the resources, tools and platform to expand their reach within the Myspace community.

Newly Designed Beta Site

Myspace has completely rebuilt its website, with a new visual identity and product features that put content center stage. From the color palette to the way the site is organized to the improved navigation, everything has been redesigned to help people easily find relevant content.

The redesigned Myspace welcome page showcases fresh content as it bubbles up across the beta site in real-time. Additionally, once a user logs in to Myspace, the page will instantly populate with content based on the individual’s interests, creating a unique, contextually relevant discovery experience.

Registered users can now also toggle between three different views of the homepage, each specifically designed to display their stream in the way that resonates most. These include:

• List view: Traditional view

• Grid view: A magazine-like format

• Play view: A video format that allows users to watch, forward, and resize their updates to full screen