Nostalgia Calling: Myspace May Be Dusting Off Some Cobwebs
Myspace was once the most popular social networking site that focused on music.
- The Vanderhook brothers hinted in a new documentary that they plan to relaunch Myspace, though no timeline has been given.
- Myspace's previous relaunch attempts failed as Facebook dominated the market and advertisers moved on to better platforms.
- Growing nostalgia and demand for algorithm-free social networking could make now the right time for Myspace's comeback.
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Before there was Facebook, one of the most popular sites was none other than Myspace. The social networking site dominated the social media scene and surpassed Google as the most-visited website in the United States in 2006. When Facebook came around, Myspace’s popularity fizzled quickly.
According to rumours, Myspace may be making a comeback. Chris and Tim Vanderhook, the brothers who purchased the platform from News Corp via their company Viant Technology, formerly Specific Media, hinted in a documentary that they’re planning to relaunch the site.
In Tommy Avallone’s new documentary about Myspace’s history, Chris said they’re still stewards of the Myspace brand, and they’re waiting for the right time to relaunch it. They did not provide a timeline for the much-awaited revival.
Myspace’s unique feature was the focus on music. It was a platform where musicians could reach their audiences directly and allow fans to interact with celebrities. Myspace users could personalise their page using HTML code, add music players, and play around with unique layouts to make the page their own.
Myspace also played a huge role in the growth of video platforms like YouTube and Photobucket. It was also where artists like Lady Gaga, Arctic Monkeys, and The Killers got their start.
Hey, didn’t they try to relaunch Myspace before?
Yes, they did. The Vanderhook brothers previously tried to relaunch Myspace. After acquiring the platform in 2011, they faked a press release to announce that singer Justin Timberlake was joining the acquisition team, way before they spoke to the singer.
Their tenacity paid off, and Timberlake came on board as an investor. However, by the time they took over, the social media landscape had changed completely. Myspace was no longer the site it was, and Facebook had a firm foothold as a dominant social network site. With advertisers moving on to better offers, Myspace’s cultural relevance faded.
Even so, the Vanderhook brothers inherited a brand that was already in decline by the time they took over. Long before their acquisition, Myspace had suffered a string of strategic missteps. After News Corporation bought the site in 2005, it became bloated with features that eroded the user experience. The site was flooded with ads in pursuit of profit, at the cost of everything that had once made Myspace feel special.
That said, the site is still online and didn’t fully die off. Users today can still log in using their old accounts, but a 2019 server migration permanently wiped a huge chunk of old photos and music.
Will Myspace truly make a comeback?
Nostalgia is having a moment. Musical artists who rose to prominence in the 2000s are releasing new material, platforms such as Friendster have relaunched as apps, and people are increasingly seeking out social networks that don’t rely on addictive algorithms to keep them glued to their phones.
READ MORE: Friendster Is Back But It’s Also Different In A Good Way
READ MORE: [LISTEN] Did You Know These 2000s Singers & Bands Are Back With New Songs & Tours?
Chris DeWolfe, one of Myspace’s original co-founders, pointed out that people are craving something different: a platform built for discovering music, connecting with friends, and finding unexpected interests without relying on algorithms to keep them hooked.
He explained that Myspace in the early days wasn’t about the “whole FOMO aspect of life.” He believes the FOMO dynamic is what has made many users feel bad about themselves on today’s social media platforms.
Given where things are headed, now is as good a time as any for Myspace to make a comeback.
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