Los Angeles Business Journal

Myspace Touts New Look With Chevy Sponsorship

By Tom Dotan Wednesday, March 13, 2013

The new-look Myspace may still be in beta testing, but that hasn’t stopped the company from promoting its revamped brand.

The Beverly Hills social network announced Wednesday that it signed a new sponsorship deal with Chevrolet – the site’s first since the revamp a few months ago.

The announcement was timed with the yearly South by Southwest festival currently taking place in Austin, Texas. Chevy is sponsoring Myspace’s Secret Shows – pop-up concerts at the festival featuring top-shelf acts that were once a yearly tradition.

Multiple outlets have reported that Justin Timberlake will appear at a Secret Show this Friday. Timberlake, who is promoting a new album, is a co-owner of Myspace through the site’s parent company, Specific Media in Irvine.

Rebooting the secret shows, along with the revamped website, is part of Myspace’s promotional effort to reclaim its stake in the social media sphere it once dominated. Tapping an act like Timberlake is, in particular, a play for younger audiences that have all but abandoned the site.

“Myspace is committed to creating impactful and unforgettable experiences that cut through the noise,” said Christian Parkes, global vice president of marketing at Myspace. “Chevrolet shares our desire to offer something truly different, especially to younger Millennials who expect engagement and are discerning enough to know when something is real.”

Myspace has actually split its product in two. With the new layout, Myspace has embraced a modern, graphic-heavy look oriented for tablet users. It is also keeping up its existing site, known as “Myspace Classic.”

According to a company spokesman, Myspace will continue to run both Myspace and Myspace Classic for the foreseeable future. There is still discussion as to when Myspace will discontinue its Classic offering, he said.