New MySpace

So MySpace is back.

It’s a quite a stylish update. In keeping with all the fundamentals of hipster-esque minimalism that clads most of Melbourne’s trendy café culture. Oh, and Tom’s even there too.

In many ways MySpace has done what it needed to do. Update the entire platform and cater specifically to the artists, the people who actually made Myspace senior a worthwhile place to be.  In this regard Myspace Junior is a slick, juke-boxing, side scrolling extravaganza.

Music is the keystone on which the new platform operates; a user can build their own playlists by surfing through the albums of their favourite artists (at least those currently represented on the platform) and pluck, stack and listen to their audiophile heart’s content.

Playlists can then be shared and incorporated into your profile to create, what is in essence, a profile of the user. When combined with the generous space for visuals, it quickly becomes clear what Myspace Is using to bait the punters: Profile building with a unique focus on music.

Self-styling and identity crafting were always a major component of the Myspace appeal in the early days. People would spend hours searching for the perfect wallpaper to their profile, the perfect song that would blaze through a visitors speaker system upon their arrival to the page. Defining one’s self through multimedia. Myspace II is essentially a much slicker, much cleaner version of this offering, at least for the punters.

For the artists, the platform remains a worthwhile means of promoting yourself, storing information about your upcoming performances and profiling yourself.

The big question in my mind is boils down to this: You can, but why would you want to? You can build your own profile, complete with absurdly high-resolution photography, but the offering is not uniquely different enough to Facebook in this regard to stand out as worth jumping ship for, and unusual is the person who is going to have more than one network open on their browser.

Yes, you can share and build music mixes, but you can’t take that music with you, and there are platforms like Spotify, already popular, that offer a better alternative.

Any social platform is only as strong as the people that use it. Myspace is not a unique offering, it’s a eclectic mash of a of existing ones. There’s not enough of shiny new carrot on the end of the stick to bait users.

But Myspace reloaded doesn’t necessarily need punters; it needs artists. The big, the emerging and the small. For these folk, Myspace is probably a smart place for them to pitch a tent., as much as before at least. No radically new offerings, but it certainly looks swish.

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