When Myspace launched in 2003, the social network was geared towards connecting people within a designated social community; however, after the site’s surrender to the powerful Facebook, Myspace endured several rebranding campaigns that literally changed the “face” of the media resource. While the internal purpose and character of Myspace was subjected to a complete makeover—due to its inability to maintain market success—so did the site’s external appearance, in hopes of targeting a totally new demographic. In 2008, Myspace changed the essential look of its homepage, incorporating major focus on the “social entertainment” brand. With a new logo as well as an integrated promotional structure, despite its toughest efforts to drive engagement through the redesign process, Myspace’s desperate attempt to generate user awareness has seemingly continued falter throughout the years. Not even a cosmetic boost could improve upon the bruised platform.
Even though the Myspace redesign strived to garner interest on a different level than before, the website ignored its root problem: basic functionality. In the following years, Myspace would undergo even more design changes (in 2010 and 2011 especially), all in an effort to induce entertainment value. The transformation into an entertainment-driven commodity features a heavily sponsored layout that aims to grab the attention of music fans and promoters. The latest visual elements include an updated logo, ability to share media, organized stream of activity (movies, TV, music, celebrities, etc.), boxed layout, black and white color scheme, toolbar with necessary alerts, subscription options, easier site navigation, badges, and of course: graphic customization for personal profiles. It just wouldn’t be Myspace without the old-school coding device.
Although the Myspace appearance modernized itself to adhere to the Generation Y age group, the mere social entertainment community might have discovered its “niche” a bit too late. With Facebook and Twitter leading the social media pack, Myspace’s fresh look is rather reminiscent of the current Facebook format. With notifications, followers, and newsfeeds (sound familiar?), Myspace still has yet to separate itself from the main competition—even if the site does not recognize other social media networks as actual competition, since it no longer considers itself a social media destination. Therefore, it begs the question: if Myspace both looks and offers the same available media as its “competitors,” then why would a user choose the fading product over any of the other massively successful social media platforms?
This video shed light on Myspace’s newest visual content and the general purpose of the massive redesign: http://www.myspace.com/video/vid/106907962#pm_cmp=vid_OEV_P_P