/// Memo to the Vanderhook Clan: Stunt Casting Justin Timberlake Isn’t Going to Get Myspace’s SexyBack
Oh dear, oh my — with the first move that the new owners of Myspace have made, it’s pretty clear they are taking the worrisome look-at-the-shiny-celebrity approach. The trio of Vanderhook brothers who run Specific Media, which paid $35 million to buy the News Corp.-owned music-focused social networking site, loudly added Justin Timberlake as an investor in the deal yesterday and then gave a lot of interviews around it. In its press release, Specific Media said Timberlake would “play a major role in developing the creative direction and strategy for the company moving forward” and focus on being a premier original content destination. “There’s a need for a place where fans can go to interact with their favorite entertainers, listen to music, watch videos, share and discover cool stuff and just connect. Myspace has the potential to be that place,” Timberlake said in the release. “Art is inspired by people and vice versa, so there’s a natural social component to entertainment. I’m excited to help revitalize Myspace by using its social media platform to bring artists and fans together in one community.” Sounds good, I suppose, but maybe they should focus on making products the star first. Nope, the star is the star first, even though swanning around the appealing singer and actor’s name felt a lot like shilling him. Justin has a vision! Justin will have a team of creatives around him! Justin is being ironic, having played a techie and now being one! Justin will even be in the office! Um, sometimes ! Well, whatev , since I have been to these celebrity-meets-the-Internet rodeos before, and they have mostly ended in tears in terms of creating any kind of real Web property. Remember Matt Damon and Ben Affleck and their LivePlanet fiasco back in Web 1.0? Wasn’t RuPaul around then helping WebEx? Didn’t the much-hyped MC Hammer dance site called DanceJam get sold off in 2009
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