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?

And I’m still waiting for several Web efforts by Ashton Kutcher, such as Internet fare for Katalyst Films, to make any ripple. In fact, the new “Two and a Half Men” television star has now seemed to focus more in investing in tech start-ups as a quieter partner.

In Hollywood terms, most of these high-profile marriages of glamour and nerd have been turkeys.

Of course, they will never stop, and I like to rub shoulders against a celeb, too, especially when it’s at the dull geekfests that take place in Silicon Valley.

But the only way Myspace is going to revive itself, even at the bargain basement price that Specific Media paid for it, is to focus relentlessly on figuring out a strategy, hire a team of crack engineers, and inspire them to build a killer product.

I don’t know what that will look like, but I do know the creation of such innovations requires a head-down approach of truly committed people, and not some all-night party of fabulous.

For a long time, Myspace’s creators were very interested in the latter and were not engaged in making the former happen.

And, by the time new managers did, it seemed to be too late and News Corp. was too sick and tired to tolerate it, writing Myspace off as a too-tarnished brand to make thrive again.

So it sold Myspace and who knows what tomorrow and Specific Media will bring.

All I can think of to say is what I wrote on Twitter yesterday when asked what lesson came from the Myspace debacle and what advice I would give to the new owners.

That would be: Don’t suck.

That’s a lot harder to do than it seems.

In any case, at least Timberlake makes really good music videos, as you will see below for his “SexyBack”:

The New York-based Internet company said it would “co-develop and co-produce new Web programming initially aimed at AOL’s growing women’s audience” with Endemol.

Endemol makes television shows, such as “Extreme Makeover: Home Edition,” “Big Brother,” “Wipeout” and “Jerseylicious,” as well as Web series “Married On My Space 1 & 2″ and “Coupon Mom.”

AOL is working on several other content partnerships, said sources, to add to its previous ones.

AOL said the first two “built-if-sold”–meaning some big advertiser has to pony up–will be:

“Re-Dressed by America”: An interactive Web series where online users make over subjects facing a life-changing event (high school reunions, first dates, etc.) by voting on their hairstyles, fashion, accessories and more. The series will be featured on Stylelist.com and MyDaily.com.

“Mamá’s Recipe”: U.S. families compete for the best family recipes and share their secrets with the AOL audience. The series will be featured on KitchenDaily and AOL Latino.

Not exactly “The Sopranos,” but there you have it.

Here’s the full press release from AOL:

AOL INC. AND ENDEMOL USA ANNOUNCE WEB PROGRAMMING PRODUCTION PARTNERSHIP

Agreement Further Expands AOL’s Original Video Offerings

New York, NY–January 12. 2011– AOL Inc. (NYSE: AOL) and Endemol USA today announced a production agreement to co-develop and co-produce new Web programming initially aimed at AOL’s growing women’s audience, as well as at the broader AOL audience. The partnership will focus on creating premium, unscripted digital video content that will enhance the user experience by taking advantage of the real time, interactive and community nature of the Web.

“Endemol is a premiere producer of unscripted programming and their expertise in creating unique, interactive, popular shows, combined with AOL’s growing video audience will take digital production to the next level,” said David Eun, President of AOL Media & Studios. “Endemol is the latest in a string of partnerships that serve both the AOL consumers and our advertising partners.”

“We are thrilled to partner with such a successful and global leading company like AOL,” said David Goldberg, Chairman of Endemol North America. “This deal continues our growth as a leader in interactive digital entertainment, and we look forward to creating many genre-defining series with AOL.”

The first two built-if-sold series to be produced under the new agreement are:

“Re-Dressed By America”: An interactive web series where online users make over subjects facing a life-changing event (high school reunions, first dates, etc.) by voting on their hairstyles, fashion, accessories and more. The series will be featured on Stylelist.com and MyDaily.com.

“Mamá’s Recipe”: US families compete for the best family recipes and share their secrets with the AOL audience. The series will be featured on KitchenDaily (http://www.kitchendaily.com) and AOL Latino (http://latino.aol.com/).

AOL will promote each Web series throughout the AOL Network focusing on the sites and destinations relevant for each series’ demographic. Every series produced through this partnership will feature enhanced online programming, such as user voting, supplemental video clips and supporting blog content to create deeper user experiences, and opportunities for sponsors to integrate their messaging in creative and highly-engaging ways.

Endemol USA, one of the world’s leading producers of entertainment programming, will leverage its experience producing hit shows such as Emmy-award winning “Extreme Makeover: Home Edition,” “Big Brother,” “Wipeout” and “Jerseylicious,” as well as the hit Web series “Married On My Space 1 & 2″ and “Coupon Mom” to create captivating Web series with AOL.

“You’ve Got…” the video series that debuted with the new AOL.com launch, generated nearly 8 million views in its first month, and featured a diverse guest list including Kelly Ripa, Barack Obama, Matt Damon and the Marines in Afghanistan. For comparison, that puts “You’ve Got…” on-pace with a top 10 Web series. Overall, video views on the new AOL.com rose more than 3X in its first month.

Our premise has been simple: That online video in both short and long form is the future and its development is important to pay attention to.

So here’s two slightly vulgar but still compelling examples of comedy–a particularly promising arena online–both of which first appeared on ABC’s late-night talk show “Jimmy Kimmel Live.”

The first by comedian Sarah Silverman, which aired on Jan. 31, is a satire about her supposed carnal relations with actor Matt Damon. It has been viewed online over eight million times–grabbing a much larger audience than it did offline.

The second, a video rejoinder by Kimmel (who is Silverman’s boyfriend too), is now up to two million views since it was released Sunday night after the Oscars. His love interest? Why, Damon crony Ben Affleck, of course.

Kimmel’s is the better of the two and jam-packed with celebrities (Harrison Ford, Brad Pitt!).

Both, which are posted below, have quite a bit of profanity with lots of pixelation and bleeping, although that has not stopped ABC, which is owned by Disney (DIS), from putting the video front and center on its home page.

But be forewarned, although these are exactly the kind of videos that go viral online–funny, quick and hip–some might find them offensive.

Sarah Silverman/Matt Damon

Jimmy Kimmel/Ben Affleck