I Want MySpace! Helping an industry innovator (re) innovate

J. Alison Bryant and Lauren Christensen

One of the most fascinating cultural phenomena in the past decade, MySpace, is using research as a cornerstone of their plan to reinvigorate and reenergize their brand and audience.

I Want MySpace! Helping an industry innovator (re) innovate

J. Alison Bryant and Lauren Christensen

INTRODUCTION

When MySpace launched in 2003, no one could have foreseen the dramatic effect it would come to have on the cultural and social landscape. What started as a platform for musicians and bands to promote their work soon became the place for youth around the world to connect, create online identities, and virtually explore the world around them. For many of its users, MySpace became (and remains) a key mode of self-representation and communication; an integral part of daily life. Even those...

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