MySpace

ongoing PR support

Taylor Herring began work for MySpace in December 2009 on the launch of the site’s new platform, MySpace Music, which has free music streaming and playlisting capabilities.

Alongside providing UK consumers access to the largest music and video catalogues from majors, independent labels and unsigned talent, MySpace Music also offers acts use of the Artist Dashboard - a free tool which allows them unlimited access to unique in depth demographic, social and activity data of their core fans.

Ahead of the general news release announcing the new proposition, one-on-one briefings with MySpace’s CEO were held, which took journalists from outlets including New Media Age, Music Week, The Guardian, The Times, Independent, Sunday Times and Daily Mail through the new site functionality. Key positioning pieces were achieved in these publications as a result.

The one-on-one sessions were followed up with an all round news release. Taylor Herring utilised MySpace’s pre-prepared artist and celebrity playlists – which revealed the musical tastes of Katie Price, Pixie Lott and even The Vatican amongst others – to secure hits in The Sun and Daily Star and numerous online hits.

Following the launch of MySpace Music, Taylor Herring’s work for the brand compromised three major areas – PR-ing the site’s artist webchats and secret shows – intimate gigs with big artists which were streamed live on MySpace – and issuing creative news stories to the media.

A series of creative news stories was devised and executed by Taylor Herring to keep the MySpace brand front of mind and establish it as the authority on music in the UK. A standout example was the poll of the British public on the most influential music videos of all time. Topped by Michael Jackson’s Thriller, the poll was covered by outlets including The Sun, Daily Mirror, dailymail.co.uk and Digital Spy. 

Taylor Herring managed fan webchats which international stars took part in on publicity tours.

Webchats with Emma Bunton, Ozzy Osbourne, Adam Lambert, Ricky Gervais, Justin Bieber, Sean Kingston, 30 Seconds to Mars and Steel Panther were well attended by media, and newsworthy quotes were then sold in to the showbiz pages. Taylor Herring ensured that any quotes placed ran with a credit to MySpace to keep the brand at the forefront of the audience’s mind. Quotes from Justin Bieber’s webchat achieved coverage in the Daily Record, Daily Star, MSN and Digital Spy.

Ke$ha played an incredibly successful secret show in February, for which thousands of fans queued round the side of the venue with widespread tabloid coverage.