Wall Street Journal recently wrote about MySpace and the site's desire to “recover its cool.” With Twitter and Facebook getting most of the buzz around social media, MySpace is looking to get a little more niche, focusing on entertainment.
PRWeek reported in August that MySpace selected Weber Shandwick as its AOR, and it would leverage a relationship with Rogers & Cowan in the entertainment sector.
MySpace's online-hangout push marks an effort to focus its offerings and differentiate itself from rival Facebook. As an entertainment site, MySpace would compete for ad dollars with a broader group of Web sites, including online video sites like Google's YouTube and Hulu, a joint venture of General Electric's NBC Universal, News Corp. and Walt Disney. It also would compete against music sites like Pandora and portals like AOL, which is also trying to reinvent itself with a push to create content.