There’s a growing sentiment that social networking properties simply have shelf lives; only the expiration dates are different. And once spoiled, they don’t come back, even if you renovate, relaunch, or recruit celebrities.
Here’s the traffic so far following the New Myspace announcement, splashed in September of last year after a year-plus run-up. Maybe there’s a big spike ahead, but indifference can be a damning beast (source: Compete).
The takeaway for musicians and music startups seems obvious, but difficult to put into practice. And ultimately, declining audiences are only one potential risk: in the case of Facebook, shifts by the company have created earthquakes for startups and artists alike, particularly after OpenGraph. What things look like in a few years is anyone’s guess.
Written while watching Obituary’s Frozen Alive DVD (shot in Poland).