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Myspace:
The Next Chapter
 Supporting Materials




                        September 2011
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




                                                                                                                                                                 PROPRIETARY & CONFIDENTIAL © Specific Media. Names and logos are trademarks or registered trademarks of their respective owners.
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
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




                                                                                                                                                              PROPRIETARY & CONFIDENTIAL © Specific Media. Names and logos are trademarks or registered trademarks of their respective owners.
       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
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%




                                                                                                                                       PROPRIETARY & CONFIDENTIAL © Specific Media. Names and logos are trademarks or registered trademarks of their respective owners.
                                                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
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

  




                                                                                          PROPRIETARY & CONFIDENTIAL © Specific Media. Names and logos are trademarks or registered trademarks of their respective owners.
      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
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




                                                                                                 PROPRIETARY & CONFIDENTIAL © Specific Media. Names and logos are trademarks or registered trademarks of their respective owners.
                                                v

        Unsigned
          45%           Major            Indie Labels
                        50%              7M songs


                Indie
                 5%

                                         Unsigned
                                         Bands
                                         30M+ songs


                                                                                                 6
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




                                                                                                     PROPRIETARY & CONFIDENTIAL © Specific Media. Names and logos are trademarks or registered trademarks of their respective owners.
                                    • 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
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


               ✓           ✓                      ✓           ✓          ✓            ✓           ✓            ✓           ✓          ✓           ✓                   ✓
                                      ✓           ✓                                   ✓           ✓            ✓           ✓                      ✓          ✓        ✓
                           ✓                                                          ✓                                    ✓                                          ✓
                                                                         ✓            ✓                        ✓           ✓          ✓                               ✓
                                                  ✓                                   ✓           ✓            ✓           ✓          ✓                               ✓        ✓




                                                                                                                                                                                       PROPRIETARY & CONFIDENTIAL © Specific Media. Names and logos are trademarks or registered trademarks of their respective owners.
                                                                                     v            ✓                        ✓                                 ✓        ✓        ✓
               ✓                                  ✓                                   ✓           ✓                        ✓          ✓                      ✓        ✓        ✓
                           ✓                      ✓           ✓          ✓            ✓           ✓                        ✓          ✓           ✓          ✓        ✓
               ✓           ✓                                                                      ✓            ✓                                                      ✓        ✓
   Facebook
      Music
                                                                         ✓                        ✓                                                                   ✓
               ✓           ✓                                                                      ✓                                               ✓          ✓        ✓        ✓
               ✓           ✓                                             ✓                        ✓                                                          ✓        ✓
               ✓           ✓                                                                      ✓            ✓                                             ✓        ✓        ✓
               ✓           ✓                                             ✓                        ✓                                                          ✓        ✓
               ✓                                  ✓                                   ✓           ✓                                                          ✓        ✓
                                                                                                                                                                                       8
Product Vision

                                                             Increase Value
                                                                   For
                                                               Consumers

                                             Simplify
                          Capture           Navigation
                       New Audiences




                                                                              PROPRIETARY & CONFIDENTIAL © Specific Media. Names and logos are trademarks or registered trademarks of their respective owners.
                                                          Eliminate
                   Return
                                                           Clutter:
                                   v
                 Artists Who
                   Share &
                   Curate
                                 MUSIC                    Non-Core
                                                         Features &
                                                             Ads
                   Content




                         Re-engage Lapsed   Host Exclusive
                             Audiences         Content




                                                                              9
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




                                                                                                 PROPRIETARY & CONFIDENTIAL © Specific Media. Names and logos are trademarks or registered trademarks of their respective owners.
                      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
Changing Myspace Trajectory: Audience Engagement




          Top Down:                                      Bottom Up:

 Music access: The most                        Eyeball Tonnage: Owned and operated




                                                                                          PROPRIETARY & CONFIDENTIAL © Specific Media. Names and logos are trademarks or registered trademarks of their respective owners.
 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
First 100 Days Results

     Increased homepage usage and music            Video consumption doubled in
      consumption                                    last 30 days




                                                                                    PROPRIETARY & CONFIDENTIAL © Specific Media. Names and logos are trademarks or registered trademarks of their respective owners.
                                             v



                                                      Discover new music
                                                      Share music with friends
                                                      Expand music library



         Right Rail Social Playlist (beta)




                                                                                    12
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

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Myspace pitch deck

  • 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 PROPRIETARY & CONFIDENTIAL © Specific Media. Names and logos are trademarks or registered trademarks of their respective owners. 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 PROPRIETARY & CONFIDENTIAL © Specific Media. Names and logos are trademarks or registered trademarks of their respective owners. 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% PROPRIETARY & CONFIDENTIAL © Specific Media. Names and logos are trademarks or registered trademarks of their respective owners. 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  PROPRIETARY & CONFIDENTIAL © Specific Media. Names and logos are trademarks or registered trademarks of their respective owners. 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 PROPRIETARY & CONFIDENTIAL © Specific Media. Names and logos are trademarks or registered trademarks of their respective owners. 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 PROPRIETARY & CONFIDENTIAL © Specific Media. Names and logos are trademarks or registered trademarks of their respective owners. • 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 ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ PROPRIETARY & CONFIDENTIAL © Specific Media. Names and logos are trademarks or registered trademarks of their respective owners. v ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ Facebook Music ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ ✓ 8
  • 9. Product Vision Increase Value For Consumers Simplify Capture Navigation New Audiences PROPRIETARY & CONFIDENTIAL © Specific Media. Names and logos are trademarks or registered trademarks of their respective owners. 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 PROPRIETARY & CONFIDENTIAL © Specific Media. Names and logos are trademarks or registered trademarks of their respective owners. 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 PROPRIETARY & CONFIDENTIAL © Specific Media. Names and logos are trademarks or registered trademarks of their respective owners. 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 PROPRIETARY & CONFIDENTIAL © Specific Media. Names and logos are trademarks or registered trademarks of their respective owners. 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