1. Myspace:
The Next Chapter
Supporting Materials
September 2011

2. Myspace Timeline
 The Myspace audience is as large today as it was in 2005, when the company
was acquired for $581M
 Traffic decreased after failed Futura launch, but has steadied and is currently
trending with the market
Myspace U.S. audience (millions)
160
Rapidly growing social media network Facebook Futura launch and rumors of
140 2009 intersects and surpasses Myspace in users 2010 impending Myspace sale result
in precipitous decline in users
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120 Myspace shifts strategy away from music roots to social,
2006 but fails to build well-functioning social product v
100 Facebook begins eating
2008 Myspace market share
Specific Media
80 2011 buys Myspace
Newscorp buys for $35M
2005 Myspace for $581M
60
40 Futura traffic damage comes to
end February 2011. Myspace
traffic climbs 15% since.
20
0
2005 2006 2007 2008 2009 2010 2011
Source: comScore
2

3. Myspace Market Reach Indicates Growth
Social Media Sites Reach – Worldwide Social Media Sites Reach – U.S.
unique visitors (000) unique visitors (000)
800,000 180,000
160,000
600,000
140,000
150,000 40,000
Facebook 30,000 Facebook
100,000
Twitter Myspace
20,000
LinkedIn Twitter
50,000 10,000
Myspace LinkedIn
Tumblr 0 Tumblr
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0
Feb Mar Apr May Jun Jul
Feb Mar Apr May Jun Jul
v
Music Sites Reach – Worldwide Music Sites Reach – U.S.
unique visitors (000) unique visitors (000)
260,000 70,000
60,000
220,000
50,000
180,000 40,000
30,000
80,000
20,000
60,000 10,000
Vevo Vevo
40,000
Myspace 1,500
Myspace
20,000 1,000
Pandora Pandora
500
0 Spotify 0 Spotify
Feb Mar Apr May Jun Jul Feb Mar Apr May Jun Jul
Source: comScore, Feb 2011 - July 2011
3

4. Myspace Brand Equity
Survey findings reveal significant awareness of Myspace as both as a social network and
music site.
Myspace Brand Awareness Across Categories
74.7%
61% 69.7% 69.3%
50%
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v
30%
29.9%
21.2%
16%
Pandora Myspace Vevo Spotify Facebook Myspace Twitter LinkedIn Tumblr
Q: Have you heard of the following Q: Have you heard of the following social
music sites? networking sites?
Source: Specific Media Data, September 2011
4

5. Myspace Hidden Assets
No single player possesses all the capabilities that Myspace offers
 The Hulu of Music: Unique content rights with Big Four labels and 20K independent
labels allows for ad-supported music video and audio streaming
 Owned and operated property engaging 70M+ global consumers online each month

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Database of 325M+ active email addresses
v
 User registration data enables targeted content and advertising based on consumer
interests
 Ranked second-most-popular music site, well ahead of Vevo and Spotify
5

6. Largest Audio And Video Catalog In The World
Myspace Song Volume
The only platform with extensive video and audio licensing agreements with all of the Big Four
labels as well as 20K independent music labels allows for ad-supported streaming.
Major Labels
5M+ songs
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v
Unsigned
45% Major Indie Labels
50% 7M songs
Indie
5%
Unsigned
Bands
30M+ songs
6

7. SM & Myspace: Collectively Stronger
• Broadly appealing music platform attracts an engaged
audience base back to the iconic Myspace brand.
Audiences • Integrated cross-media platform enables seamless
connectivity to 170M U.S. consumers each month, creating
anywhere, anytime audience immersion.
Together,
the combined • Joint venture with the Big Four and 20K independent labels
allows Myspace to stream 42M songs for free.
company stands
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• Proprietary video player facilitates quality content-driven
apart in the space Experiences
vexperiences.
with a creative • Social networking infrastructure allows for 360-degree music
experiences centered on consumer-artist alignment.
vision backed by
far-reaching • Addressable advertising technologies power brand impact
capabilities. through ad relevance.
• Vast distribution network drives scalable viewership through
premium syndication.
Brands
• Owned and operated property offers flexible custom
solutions to brand partners.
• Custom analytics show campaign impact on audiences,
explain why and inform next steps.
7

8. Digital Music Landscape
Unlimited
Free Custom Custom Real-Time Purchase Communication
Streaming Playlist Playlist Music DRM w/ Artists Music Share Content Offline Exclusive Concert Purchase Mobile
Music (Audio) (Video) Charts Free MP3s & Fans Videos (Social Media) Events Content Listing Merchandise Widget App Radio
✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓
✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓
✓ ✓ ✓ ✓
✓ ✓ ✓ ✓ ✓ ✓
✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓
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v ✓ ✓ ✓ ✓ ✓
✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓
✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓
✓ ✓ ✓ ✓ ✓ ✓
Facebook
Music
✓ ✓ ✓
✓ ✓ ✓ ✓ ✓ ✓ ✓
✓ ✓ ✓ ✓ ✓ ✓
✓ ✓ ✓ ✓ ✓ ✓ ✓
✓ ✓ ✓ ✓ ✓ ✓
✓ ✓ ✓ ✓ ✓ ✓
8

9. Product Vision
Increase Value
For
Consumers
Simplify
Capture Navigation
New Audiences
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Eliminate
Return
Clutter:
v
Artists Who
Share &
Curate
MUSIC Non-Core
Features &
Ads
Content
Re-engage Lapsed Host Exclusive
Audiences Content
9

10. Myspace Rebirth
Fans (Bullseye = Males + Females Age 21):
 Social trend setters, early adopters of new music and music
entertainment looking for a new online destination
Artists:
TARGET AUDIENCES
 Established and emerging performers seeking a platform with tools and
resources to entertain, sell music and merchandise, and promote tours
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Stakeholders & Experts:
v
 Music and brand advertising partners, cultural influencers
VISION To become the #1 online community music destination
MISSION To feed the energy of youth culture everywhere
To recognize talent, spark conversation and challenge the youth to shape
POSITIONING
the future
10

11. Changing Myspace Trajectory: Audience Engagement
Top Down: Bottom Up:
Music access: The most Eyeball Tonnage: Owned and operated
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comprehensive music licensing platform offers audience base with 70M+
agreements in the industry v consumers
Mobile: 20 million active users monthly Site Design: Simplify navigation, search
functionality and ease of content
Brand Strategy: Create new brand discovery
partnership model
Content is King: Focus on exclusive
Download Store: Drive consumer re- content with an emphasis on music first
activation via promotional pricing of
music Cultural Currency: JT ownership gives
credibility to re-engage audiences
11

12. First 100 Days Results
 Increased homepage usage and music  Video consumption doubled in
consumption last 30 days
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v
 Discover new music
 Share music with friends
 Expand music library
Right Rail Social Playlist (beta)
12

13. For Additional Insights Into
The Myspace Story…
CONTACT v
Meredith Obendorfer Neda Azarfar
Sparkpr for Specific Media Specific Media
415.321.1882 949.861.2045
meredith@spark.com nazarfar@specificmedia.com