Rogers & Cowan boosts Myspace reincarnation

LOS ANGELES: Myspace launched its revamped, music-focused social media platform last week with the help of agency partner Rogers & Cowan.

LOS ANGELES: Myspace launched its revamped, music-focused social media platform last week with the help of agency partner Rogers & Cowan. 

The firm, brought on for a year-long contract in January after an RFP, launched the new version of Myspace with a four-pronged strategy, explained Ivy Mollenkamp, EVP of lifestyle and entertainment at Rogers & Cowan.

A mobile PR plan to support the Myspace app was the first element, followed by consumer technology media outreach, social media, and a launch event at the El Rey Theatre in Los Angeles on June 12. The event included a mix of media, influencers, consumers, and celebrities such as Myspace investor Justin Timberlake, who took a stake in the company in 2011.

To sustain buzz for the revamped Myspace, Mollenkamp said the firm will work with the platform on partnerships throughout this year.

Earlier this week, Myspace teamed up with late-night TV show Jimmy Kimmel Live to launch a live-streaming concert series on the site.

Seven staffers are working on the account from Rogers & Cowan's Los Angeles office, said Mollenkamp.

“Our goal is to restore Myspace's status as the ‘home' for artists, the creative community, and music fans,” she explained. Mollenkamp declined to disclose the budget on the account.

Last October, PRWeek reported that participants in the Myspace RFP were asked to provide plans based on a $7,500 to $10,000 monthly retainer budget, according to agency search documents.

Representatives from Myspace did not respond to inquiries for comment.

In 2005, News Corp. bought MySpace for $580 million, but its value and number of active users dropped sharply after the emergence of Facebook. The media company sold MySpace in June 2011 to online advertising firm Specific Media for just $35 million to $40 million.

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