MYSPACE
By 2011, the collapse of Myspace was nearly complete. Once the largest social network in the world, it had lost over 90% of its user base. Rupert Murdoch — who’d acquired the company for $580 million in 2005 — summed it up bluntly: “We screwed up Myspace in every way possible.”
When Specific Media acquired the ailing platform for just $35 million, Justin Timberlake joined the deal and asked us to help lead the reinvention. We joined as Chief Creative Officers, partnering with CEO Tim Vanderhook and COO Chris Vanderhook to define a new path forward.
The strategy centered on rebuilding trust with the Creative Community — particularly the ecosystem of independent artists and labels who had once fueled the platform’s rise. The goal was to reestablish Myspace as the social network for creators: a space for self-expression, discovery, and culture.
With an aggressive timeline, we led brand strategy, creative direction, artist relations, editorial, and marketing. Working alongside the product team to help shape the creative foundation and user experience to reflect a new, artist-first vision.
At launch, we activated a network of over 100 artists and influencers to help reintroduce Myspace to the world. Within six months, the platform grew from 8 million to 55 million users — placing it back among the Top 20 most visited sites in the U.S.
While the platform's long-term revival proved unsustainable, the relaunch sparked a cultural and commercial resurgence — culminating in its acquisition by Time Inc. in 2016.
When Specific Media acquired the ailing platform for just $35 million, Justin Timberlake joined the deal and asked us to help lead the reinvention. We joined as Chief Creative Officers, partnering with CEO Tim Vanderhook and COO Chris Vanderhook to define a new path forward.
The strategy centered on rebuilding trust with the Creative Community — particularly the ecosystem of independent artists and labels who had once fueled the platform’s rise. The goal was to reestablish Myspace as the social network for creators: a space for self-expression, discovery, and culture.
With an aggressive timeline, we led brand strategy, creative direction, artist relations, editorial, and marketing. Working alongside the product team to help shape the creative foundation and user experience to reflect a new, artist-first vision.
At launch, we activated a network of over 100 artists and influencers to help reintroduce Myspace to the world. Within six months, the platform grew from 8 million to 55 million users — placing it back among the Top 20 most visited sites in the U.S.
While the platform's long-term revival proved unsustainable, the relaunch sparked a cultural and commercial resurgence — culminating in its acquisition by Time Inc. in 2016.