myspace pitch deck
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TRANSCRIPT
Myspace:
The Next Chapter
Supporting Materials
September 2011
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Myspace Timeline
The Myspace audience is as large today as it was in 2005, when the company
was acquired for $581M
Traffic decreased after failed Futura launch, but has steadied and is currently
trending with the market
160
140
120
100
80
60
40
20
2006 2007 2008 2009 2010 2011
Myspace U.S. audience (millions)
Source: comScore
2005
0
Facebook begins eating
Myspace market share 2008
Rapidly growing social media network Facebook
intersects and surpasses Myspace in users 2009
Futura launch and rumors of
impending Myspace sale result
in precipitous decline in users 2010
Myspace shifts strategy away from music roots to social,
but fails to build well-functioning social product 2006
Newscorp buys
Myspace for $581M 2005
Futura traffic damage comes to
end February 2011. Myspace
traffic climbs 15% since.
Specific Media
buys Myspace
for $35M 2011
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Myspace Market Reach Indicates Growth
Social Media Sites Reach – Worldwide unique visitors (000)
600,000
800,000
0
50,000
100,000
150,000
Feb Mar Apr May Jun Jul
Myspace
Tumblr
Social Media Sites Reach – U.S. unique visitors (000)
140,000
160,000
180,000
0
10,000
20,000
30,000
40,000
Feb Mar Apr May Jun Jul
Myspace
Tumblr
Source: comScore, Feb 2011 - July 2011
Music Sites Reach – U.S. unique visitors (000)
10,000
20,000
30,000
40,000
50,000
60,000
70,000
0
500
1,000
1,500
Feb Mar Apr May Jun Jul
Vevo
Myspace
Pandora
Spotify
Music Sites Reach – Worldwide unique visitors (000)
180,000
220,000
260,000
0
20,000
40,000
60,000
80,000
Feb Mar Apr May Jun Jul
Vevo
Myspace
Pandora
Spotify
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4
Myspace Brand Equity
Myspace Brand Awareness Across Categories
Q: Have you heard of the following social
networking sites? Q: Have you heard of the following
music sites?
Survey findings reveal significant awareness of Myspace as both as a social network and
music site.
74.7% 69.7% 69.3%
29.9%
21.2%
Facebook Myspace Twitter LinkedIn Tumblr
61%
50%
30%
16%
Pandora Myspace Vevo Spotify
Source: Specific Media Data, September 2011
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5
Myspace Hidden Assets
The Hulu of Music: Unique content rights with Big Four labels and 20K independent
labels allows for ad-supported music video and audio streaming
Owned and operated property engaging 70M+ global consumers online each month
Database of 325M+ active email addresses
User registration data enables targeted content and advertising based on consumer
interests
Ranked second-most-popular music site, well ahead of Vevo and Spotify
No single player possesses all the capabilities that Myspace offers
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6
Largest Audio And Video Catalog In The World
Myspace Song Volume
The only platform with extensive video and audio licensing agreements with all of the Big Four
labels as well as 20K independent music labels allows for ad-supported streaming.
Unsigned
Bands 30M+ songs
Major Labels 5M+ songs
Indie Labels 7M songs
Indie
5%
Major
50%
Unsigned
45%
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7
SM & Myspace: Collectively Stronger
Together,
the combined
company stands
apart in the space
with a creative
vision backed by
far-reaching
capabilities.
• Broadly appealing music platform attracts an engaged
audience base back to the iconic Myspace brand.
• Integrated cross-media platform enables seamless
connectivity to 170M U.S. consumers each month, creating
anywhere, anytime audience immersion.
• Joint venture with the Big Four and 20K independent labels
allows Myspace to stream 42M songs for free.
• Proprietary video player facilitates quality content-driven
experiences.
• Social networking infrastructure allows for 360-degree music
experiences centered on consumer-artist alignment.
• Addressable advertising technologies power brand impact
through ad relevance.
• Vast distribution network drives scalable viewership through
premium syndication.
• Owned and operated property offers flexible custom
solutions to brand partners.
• Custom analytics show campaign impact on audiences,
explain why and inform next steps.
Audiences
Experiences
Brands
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✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓
✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓
✓ ✓ ✓ ✓
✓ ✓ ✓ ✓ ✓ ✓
✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓
✓ ✓ ✓ ✓ ✓
✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓
✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓
✓ ✓ ✓ ✓ ✓ ✓
✓ ✓ ✓
✓ ✓ ✓ ✓ ✓ ✓ ✓
✓ ✓ ✓ ✓ ✓ ✓
✓ ✓ ✓ ✓ ✓ ✓ ✓
✓ ✓ ✓ ✓ ✓ ✓
✓ ✓ ✓ ✓ ✓ ✓
Unlimited
Free
Streaming
Music
Custom
Playlist
(Audio)
Music
Radio
Mobile
App Widget
Purchase
Merchandise
Concert
Listing
Exclusive
Content
Offline
Events Share Content
(Social Media)
Music
Videos
Communication
w/ Artists
& Fans
Purchase
DRM
Free MP3s
Real-Time
Music
Charts
Custom
Playlist
(Video)
Digital Music Landscape
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9
Product Vision
Host Exclusive
Content
Re-engage Lapsed
Audiences
Return
Artists Who
Share &
Curate
Content
Capture
New Audiences
Eliminate
Clutter:
Non-Core
Features &
Ads
Simplify
Navigation
Increase Value
For
Consumers
MUSIC
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Myspace Rebirth
POSITIONING To recognize talent, spark conversation and challenge the youth to shape
the future
TARGET AUDIENCES
Fans (Bullseye = Males + Females Age 21):
Social trend setters, early adopters of new music and music
entertainment looking for a new online destination
Artists:
Established and emerging performers seeking a platform with tools and
resources to entertain, sell music and merchandise, and promote tours
Stakeholders & Experts:
Music and brand advertising partners, cultural influencers
MISSION To feed the energy of youth culture everywhere
VISION To become the #1 online community music destination
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Music access: The most
comprehensive music licensing
agreements in the industry
Mobile: 20 million active users monthly
Brand Strategy: Create new brand
partnership model
Download Store: Drive consumer re-
activation via promotional pricing of
music
Eyeball Tonnage: Owned and operated
platform offers audience base with 70M+
consumers
Site Design: Simplify navigation, search
functionality and ease of content
discovery
Content is King: Focus on exclusive
content with an emphasis on music first
Cultural Currency: JT ownership gives
credibility to re-engage audiences
Top Down: Bottom Up:
Changing Myspace Trajectory: Audience Engagement
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12
First 100 Days Results
Increased homepage usage and music
consumption
Discover new music
Share music with friends
Expand music library
Right Rail Social Playlist (beta)
Video consumption doubled in
last 30 days
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For Additional Insights Into
The Myspace Story…
CONTACT
Meredith Obendorfer
Sparkpr for Specific Media
415.321.1882
Neda Azarfar
Specific Media
949.861.2045