I was fortunate enough to get a preview recently of where MySpace are going with MySpace Music. Lately, while other social networks like Facebook and Twitter have stolen the limelight, MySpace have been quietly industrious, building up MySpace Music, making deals with major and indie reord labels and fostering music-based communities.
Now, MySpace are poised to spearhead nothing less than the new music paradigm. It's as big a shift as that from storing music on CDs to iTunes. iTunes gave people access to all their music on the go through downloading to their iPods. Now, with MySpace, music is to be stored in the 'cloud', that is, the unlimited and universally accessible internet, giving people free access to music from any computer.
When MySpace Music goes mobile in around 12 months' time, people will ultimately be able to access all the music in the world from anywhere in the world, through any internet enabled device, without the need to download anything. And all they pay are their broadband charges.
Users can share their playlists on MySpace Music, thereby defining themselves through their musical taste and linking up with others with similar passions. Naturally, they can hook up with their bands, who are equally active in the online community.
As part of the broader MySpace Music initiative, they'll still be able to sign up for Secret Shows, or exclusive gigs by their favourite bands.
These shows are brand sponsored in the strongest sense: they wouldn't happen without the support of brands. This is a great way for brands to genuinely bring something valuable to consumers and be duly appreciated.
MySpace Music just feels right - it taps into what consumers are feeling and doing, riding the wave, not fighting against it. It leverages trends like freeconomics and curated consumption. And MySpace are being true to their own heritage, in driving community, music and fame.
