Justin Timberlake Part Of Group Buying MySpace
Timberlake will become a part owner and play “a major role in developing the creative direction and strategy for the company moving forward,” according to Specific Media, the company that he will partner with.
The deal is for $35 million, mostly in Specific Media stock, according to a person familiar with the matter. The deal values MySpace at a fraction of what News Corp. paid for the site six years ago and paves the way for the layoff of about half of the 500 workers, the person said. As part of the exchange, News Corp. will receive a private equity stake in Specific Media.
With Timberlake’s help, the buyers hope to revitalize MySpace and transform it into a destination for original shows, as well as bolster its already available video content and music.
“There’s a need for a place where fans can go to interact with their favorite entertainers, listen to music, watch videos, share and discover cool stuff and just connect. MySpace has the potential to be that place,” Timberlake said in a statement.
News Corp. bought MySpace for $580 million in 2005, but users, advertisers and musicians who once relied on it for promotion fled the site for other hotter social networks like Facebook and Twitter. Less than half of MySpace’s 74 million monthly visitors are now in the United States, where its visitor count dropped by half in May to 35 million, according to tracking firm comScore Inc.
Specific Media confirmed the acquisition but not the terms of the deal Wednesday.
“We look forward to partnering with someone as talented as Justin Timberlake, who will lead the business strategy with his creative ideas and vision for transforming MySpace,” said Specific Media CEO Tim Vanderhook in a statement. “This is the next chapter of digital media, and we are excited to have a hand in writing the script.”
MySpace CEO Mike Jones, the last member of a three-member executive team appointed to fix the site in April 2009, said in a memo to staff Wednesday that he would help with the transition for two months before departing.
MySpace launched in 2003, founded by entrepreneurs Chris DeWolfe and Tom Anderson, who is every MySpace user’s first friend. It became a popular Internet destination and a key way for little-known musicians to market themselves and interact with their fans.
But MySpace lost its footing over the years as the fun of customizing one’s profile began to bore its users and heavy use of banner advertisements slowed the speed at which pages load. Meanwhile, Facebook, founded in 2004, limited what users and advertisers could do, but kept pages clean, and freshened them with its “news feed” of updates, a feature that MySpace later copied.
People found Facebook easier to use and a great migration from MySpace to Facebook picked up several years ago. When Facebook began allowing apps, including music functions and addictive games like “FarmVille,” MySpace was left in the dust. According to comScore, Facebook now has more than a billion users worldwide.
“Apps were the breaking point and MySpace could never recover from that,” said Charlene Li, a social media analyst and founder of Altimeter Group.
Rohit Kulkarni, an 18-year-old member of the San Jose, Calif. pop punk band Four O’Clock Heroes, said his group once exclusively used MySpace to reach fans with their music, but they haven’t checked the site in months. They opened their Facebook band page last year.
“Most of our following was already on Facebook anyways,” Kulkarni said. “Nowadays, people use Facebook over MySpace because it’s integrated into almost everything, like all your mobile phones. I’m guessing that’s why it became more popular.”
Even “FarmVille” game-maker Zynga has taken a role promoting music, as shown recently when Lady Gaga unveiled her new album there.
Timberlake’s involvement is a clear sign that MySpace will try to reconnect with its musical roots.
Over the last 11 quarters, News Corp. had cumulatively lost about $1.4 billion on the business segment that houses MySpace. By getting rid of the site before the close of the fiscal year, News Corp. has rid itself of about $250 million in losses this year, estimated Barclays Capital analyst Anthony DiClemente.
At $35 million, Specific Media gets an Internet property for a price that Li called “ridiculously low” and values each monthly U.S. visitor at about $1 each. Its new owners should be able to recoup their investment if the company gets each user to click on about 20 ads over their lifetime, she said.
Specific Media, based in Irvine, Calif., brokers the sale of ads to websites and has dabbled in creating original programming and matching it with sponsors. The company was founded in 1999 by brothers Tim, Chris and Russell Vanderhook.