Myspace

Reanimated a Legacy Social Network and Built a Home for the Creative Community

We rebuilt Myspace from the ground up—sunsetting the legacy experience, launching a new mobile app, and relaunching the platform with a clear purpose: to empower the global creative community.

As VP of Marketing, I led the end-to-end launch strategy, defining the brand repositioning and directing a content-led marketing ecosystem, an artist-first advertising campaign, and a marquee launch event.

In partnership with minority investor and Creative Director Justin Timberlake, we forged strategic partnerships and mobilized 100+ artists and global creators—including Pharrell Williams, Kid Cudi, and Charli XCX. Through artist-first programming, partner activations, and live performances, we built brand equity and sustained growth.

Within six months, we scaled the user base from 8M to 55M, returned Myspace to the Top 20 most-visited sites in the U.S., and helped position the company for acquisition by Time Inc. in 2016.

Anti-Anthem. Led creative briefings, development, and on-set production for Myspace’s first-ever TV spot—reintroducing the platform to the creative community and launching its redesigned identity. Directed by Ryan McGinley. Music: The Orwells, “Mallrats (La La La).”

Launch Event. Oversaw marketing for Myspace’s launch event at the El Rey Theatre—leading creative development and cross-functional execution across talent, venue, and production. The event featured live performances by Tyler, the Creator, Robin Thicke, Pharrell Williams, and Miley Cyrus, with national amplification through a partnership with Jimmy Kimmel Live! that livestreamed Robin Thicke’s “Blurred Lines” performance.

Artist Films. Myspace had long been a breeding ground for emerging talent, nurturing artists who would go on to become some of the biggest names in the world, including Katy Perry, Bruno Mars, LMFAO, Bieber, and Adele. In line with the brand’s ethos, we created bespoke films supporting the next generation of future stars.

Riff Raff

Amadeus

Aaron Axlerod

Ace Da God

Findlay

Product Films. Developed a series of product films spotlighting key features of the reengineered, redesigned Myspace platform—bringing its louder, faster, and better-looking experience to life.

Myspace Secret Show. Led marketing to resurrect Myspace Secret Shows, relaunching the series at SXSW with performances by Justin Timberlake, Hit-Boy, Kid Cudi, Diplo, Sleigh Bells, Dillon Francis, and Flying Lotus—reinforcing Myspace as a hub for the global creative community.

“Suit & Tie” (ft. Jay-Z). Partnered with Justin Timberlake to debut his first new single since FutureSex/LoveSounds (2006) exclusively on Myspace—driving major media coverage and positioning the platform’s relaunch at the center of the cultural conversation.

“Suit & Tie” Music Video. Myspace CCOs partnered with Justin Timberlake and director David Fincher to develop the Grammy Award-winning “Suit & Tie” music video.