Extreme Apathy Continues to Plague Myspace…

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). 

22 Responses

  1. Casey

    I find it interesting no one ever complains Myspace. They don’t have licenses for all their music.

    • A Visitor

      The only digital music service that actually has a license for everything is Pandora, or any other service operates in the same method as Pandora

    • Jaded Industry Dude

      We don’t complain for these reasons:

      1. Originally it truly was a source of revanue… We would make a lot of money based off the free song streams. We didn’t feel raped by the service.

      2. They actually do have license deals with almost every single song/album in the world… User submitted demos don’t count, obviously, but everything else is licensed. If you work with EMI, Orchard, IODA, InGrooves. BFM, etc, you will have your content sent to Myspace and fingerprinted

      While this article is interesting, the New Myspace is still in beta/softlaunch/invite only. So the spike could come soon… The new layout is exciting. I like it.

      • Casey

        I thought everything was properly licensed too until I was directed to Garth Brooks content available, on demand. At that moment I realized it is Grooveshark with some licenses.

  2. jw

    The new MySpace wasn’t launched in October, it was teased. It still hasn’t launched, it’s still invite only.

    And for the people on the new myspace, I don’t think they’ve finished all of the features that were in the teaser video. It’s pretty barren right now, & probably will be until they open the flood gates.

    Either way, though, it’s waaaaay too early for a post like this. Have you used the new MySpace? It’s pretty cutting edge… the framework is there, if the right people show up I could see myself spending a good bit of time on MySpace.

    • balbers

      I was thinking the same thing, jw. I was like, ‘waaaa? It launched?!’ Last I heard about it was that 1 minute video teaser released last fall (?).

      So no, it’s not open for everybody yet, which is why those numbers look like they do.

      When they do launch, expect a massive promotional advertising blitz, expect those numbers to go through the roof, and then expect them to fall off a massive cliff within a month or two of the launch. Because at this point, even with all the problems facing the other social networking sites, nobody wants to be bothered with yet another one.

      • jw

        The announcement made the old MySpace look pretty lame, & the more they promote the New MySpace on the homepage, the more they’re zapping energy from old MySpace. So these numbers look about right to me.

        I agree that there will be a pop & a cliff, but mostly because people will be expecting it to be something other than what it is. But they only paid $35m for the property, so it doesn’t have to be as big as Facebook. They can be a niche site & still do well. I’m looking forward to maintaining a pretty small network of “taste makers,” the interface is really intimate, you see everything, as opposed to Facebook, where certain things bubble up. And the relationship with brands will be much more direct, whereas Facebook is more about leveraging your fans to market to their friends & spread out wide, I’m hoping MySpace will be more about going deep. (That’s just conjecture, though, based on their previous relationships with brands. I don’t really know what their plans are.)

  3. Visitor

    As someone who has access to the new Myspace beta, I can confirm I’m still extremely apathetic.

  4. Visitor

    Um.. you do know that the new Myspace hasn’t launched yet, right?

    • paul

      OK, fair enough, there’s a big, official launch ahead (I didn’t make that clear). But remember: Justin Timberlake has been involved with this property since 2011, the announcement produced a tepid bump before dropping further. I’d question just how much mileage the official launch will produce, outside of a big media splash, spike, and return to our normal programming.


      • jw

        Sounds like you’re rooting for them to fail, Paul. Or at least to not succeed. Where’s the objectivity?

        • paul

          I like watching a good game like anyone else, and I have opinions about who’s going to win. But rooting? Not sure I gain anything if Myspace wins, or lose anything if Myspace doesn’t.


  5. Anna

    Where do you get the charta data from? Just curious, not rooting for or against, but interested in finding out how I can track similar info.

  6. Willymomo

    Like others indicated, it hasn’t done a full launch yet. I think it’s a great interface. It doesn’t work so well on my iPad though, so when they fix that, I am sure to spend more time there.

  7. R.P.

    have to agree, as someone who recently joined myspace to see what’s happening, that it just cannot win.

    Sorry JT, now focus on your new album buddy.

  8. JaGoFF

    We have to say that as artists, there has been a MAJOR void in this space since the Rupert takeover and mass exodus. That being said, the last thing on earth that we wanted to do was to join another social net.

    Bottom line: We have been on since the early beta and have to say that so far WE ARE ACTUALLY QUITE IMPRESSED by what we have seen thus far. The above graph is meaningless. As there are mass amounts of new folks surfacing daily in the beta, as the invites roll out.

    Clearly, there are some things that need to be worked out. There is still no video integration for indie artist (which is certain to be remedied soon enough).

    They have taken bits and pieces of the various social nets and grafted them together. Part Twitter, Pintrest, FB, YouTube, ect. User generated content, music discovery and sharability seems to be at the heart, From what we can gather, they have seemed to of made a concerted effort to court creators (something that FB has almost shunned).

    It is still early, but in our opinion we think it actually has a fairly decent chance of succeeding once the doors officially open. We shall see, but don’t be so quick to dismiss it.

  9. Munk

    It’s the “Network Effect”. Same thing that screwed Google+. Users simply don’t want to reestablish their networks elsewhere once in place.

  10. Muckraker

    Hate to be a downer. But I’ve been on since Beta, sent out some invites etc… here’s my take:

    1. The “connect” porcess is arduous and confusing. Someone can connect to to you but you have to connect back if you want to be connected. Get it? So this is actually creating shadow numbers of logins. For instance, I will go spefcifically login to finish connections.

    2. Total lack of independent discovery. Charts, Radio, Top 100 etc are all weighted to majors. You can search for an independent bandname, if they were on before (grooveshark prob) they ar ein the database. If you just know a song name, you are out of luck.

    3. There is nothing to fucking do! Your “stream is filled with “connect” requests and people sharing some music from only inside the ecosystem. So, yes, you can find some music, but there really isn’t a “conversation” going on anywhere. Even though it “looks” like a pinterest mash-up, there isn’t infinite scroll, nor is there category stream. It doesn’t feel live.

    4. Card integration. So let’s say I want to add a YouTube video, (after searching and NOT finding that song on Myspace) they have not integrated the api… so the post just has the url… which then would take users away from the site, that’s just silly.

    5. Interaction: there is relatively none. You casn comment on posts, but the notification system is very strange. It will take you to their “stream” and not the post they commented on if not carefu;.

    Maybe there will be changes, and maybe I expect social networks to be social. Maybe the idea here is vanity (my Pictures, my mixes, my playlists, my stream_ and oyu can all just look. Not sure.

    But until they fix the problem of nothing to do, it won’t go anywhere. Something akin to user groups or discussion threads, or video. Somewhere for a “tribe” to form and interact.

    For what it’s worth.

  11. Tony Zeoli

    A couple of things were left out of the article, which I think is irresponsible journalism – if you even want to call it that.

    First, like others have posted, MySpace has not “launched.” It “soft-launched” under the URL: new.myspace.com and not myspace.com. So, whatever traffic analysis you’re doing by looking at myspace.com stats are problematic, because you’re not measuring new.myspace.com, the subdomain where the new site sits.

    Second, a glaring omission is the author’s failure to note that the new MySpace has no Facebook, Twitter or Google+ integration. There is no single sign on for users to generate engagement with the site. Whatever you share in the site is not seeded in other social media channels. Huge problem. One that the author of the article should contact MySpace and ask, before they just look at a graph and spit out the failure-speak.

    Lastly, it doesn’t seem like the author actually logged in to the new MySpace to look around. Just posting a decline in traffic and making an analysis based on that is shoddy journalism and a reach for traffic based on nothing more than conjecture.

    C’mon DMN, you gotta do better than this.

    • Kaplan

      I hate to call you on such a basic thing, but new.myspace.com is a subdomain of myspace.com, so Compete measures it.

      just sayin’

  12. Christine Infanger

    I actually *do* like the new Myspace. I find, and have always found Facebook to be little more than a banal reality television show in which people find the need to share the most ridiculous details of their lives.

    The one thing Facebook has ALWAYS lacked was music. I quite like the new Myspace interface and don’t find it confusing to navigate around.

    As someone pointed out previously, it isn’t integrated with other sites yet and I’m not sure when that will come, but I do hope it does.

    I don’t think Myspace will overthrow Facebook as the preferred platform (though I don’t know why, since all anyone ever does is complain about Facebook) but it would be great if artists used it for…. MUSIC! We need music!

    I have some invitations left, if anyone would like one, let me knew.