MYSPACE
Challenge: reanimate dead social network with a clear objective set for acquisition or IPO.
Following a ground-up product rebuild with design partner Josephmark, we shuttered classic Myspace, launched the mobile app and introduced the world to the new Myspace platform, purpose-built to empower an infinitely expanding creative community. As VP of Marketing, I briefed, developed, and directed cross-functional teams to deliver the launch strategy, marketing plan, advertising campaign, and launch event. I also orchestrated strategic partnerships and collaborations, engaging over 100 artists and influencers to activate the platform's creative community.
Result: The Myspace user base skyrocketed from 8M to 55M within six months, returing the social network back to the Top 20 most-visited sites in the U.S. Myspace was acquired by Time Inc. in February of 2016.
Anti-Anthem: Myspace’s first-ever tv spot welcomed the creative community back to the redesigned & reengineered platform.
Directed by Ryan McGinley. Song: "Mallrats (La La La)" by The Orwells.
Launch Event: Performances from Myspace’s launch party at the El Rey Theater were featured on Jimmy Kimmel Live!
Artist Films: Myspace had long been a breeding ground and farm system for emerging talent, fostering artists who would go on to become some of the biggest artists in the world, including Katy Perry, Bruno Mars, LMFAO, Bieber, and Adele. In keeping with the brand ethos, the marketing strategy focused on spotlighting the creative community and nurturing future stars.
Riff Raff
Amadeus
Aaron Axlerod
Ace Da God
Findlay
