LONDON: Myspace has appointed a retained PR agency to help it regain its former prominence in the social networking space.
The site has been in exploratory talks with agencies for almost a year, as PRWeek UK reported last May.
It is now understood to have appointed House PR, following a lengthy pitch process.
The appointment comes as Myspace, once a preeminent force in social networking, battles to redefine itself as an online music provider.
Referring to the recent announcement on Twitter that its updated offering will be music-focused, an agency source said, “It will be a crowded marketplace, with many social networks exploring a presence in music, so Myspace will have to be aware of that.”
“One challenge will be getting people to reappraise Myspace, while also introducing it to new consumers,” the source added.
However, it has struggled against competition from Pandora and Spotify. Late last year, it was reported to be seeking $50m to relaunch.
Myspace did not respond to requests for comment as PRWeek UK went to press, and House PR declined to comment.
This story originally appeared on the website of PRWeek UK, the sister publication of PRWeek at Haymarket Media.