When the selling of Myspace winds down in the next week or so, it’ll probably attract a spate of comments about what a failure the whole social networking enterprise turned out to be.

And — especially when you recall what a Web phenom the social networking site was before it got blown out of the water by Facebook — it was.

That is, unless you think of the mob of former execs who have worked at the company over time, many of whom have moved on to some more golden opportunities after leaving the News Corp.-owned property.

That includes, most recently and notably, former sales head Michael Barrett, who is about to score big as CEO of AdMeld, which is reportedly in the process of selling to Google for $400 million.

Also a big winner: Former Myspace CEO Owen Van Natta, who was fired from that job in one of its many putsches and who quickly rebounded to a top job at online gaming powerhouse Zynga.

So, while it is one of the more overused memes of Silicon Valley, the “mafia” analogy — which has been applied to fertile entrepreneurial breeding grounds such as PayPal, before its acquisition by eBay — is useful when thinking about Myspace.

It is also a good thing to keep in mind about any tech company that goes off the rails: There might still be a silver lining, even if the start-up never sees the light of day again.

As proof, herein is a list I created after pinging a bunch of former Myspace folks:

Jason Oberfest: Former SVP of business development. Now, VP Ngmoco, which was sold to Japanese gaming giant DeNA for $400 million last year.

Dmitry Shapiro: Former CTO, Myspace Music. Now, at Facebook competitor Altly.

Adam Bain: While at Fox Interactive Media, he ran the ad platform for Myspace. Now, head of sales at Twitter.

Jeff Berman: Former president of sales and marketing. Now, GM of the NFL’s digital media unit.

Jason Hirschhorn: Former co-president and chief product officer. Now, on MGM board, angel investor, and there are rumors of him working on a curation start-up.

Amit Kapur: Former COO. Now, CEO, Gravity, an information filtering service start-up.

Chris DeWolfe: Co-founder and former CEO. Now, CEO, MindJolt, an online gaming roll-up.

Ross Levinsohn: Former president of FIM, he was integral to buying Myspace. Now, EVP of Americas unit, Yahoo.

Mike Lang: Former News Corp. strategy exec also involved in Myspace purchase. Now, CEO, Miramax.

Aber Whitcomb: Former CTO. Now CTO, MindJolt.

Jim Heckman: Former chief strategy officer of FIM. Now, CEO of 5to1, recently sold to Yahoo for $25 million.

Dani Dudeck: Former communications head. Now, PR head at Zynga.

Travis Katz: SVP of international. Now, CEO of Gogobot, a social travel start-up.

Richard Rosenblatt: Former CEO of Intermix Media and Chairman of Myspace, he sold it to News Corp. Now, CEO of Demand Media.

Angela Courtin: Former SVP of marketing. Now, EVP at Aegis Media.

These folks should be on the call list of whoever ends up buying Myspace. Last week, I wrote that an investor group, including Activision head Bobby Kotick, is now in the lead for the deal.

As an update, according to sources, Kotick has gotten clearance from Activision’s major shareholder Vivendi to do the Myspace transaction as a passive personal investment.

“I know it sounds crazy, but our new company, http://altly.com, is building an alternative to Facebook. More details soon :-)”

– Former Veoh CEO, and, more recently, former MySpace Music CTO Dmitry Shapiro, setting some not-very modest goals for himself via Twitter.

Sources say Holt doesn’t have another post lined up. But the real news is that he was still at the site, which is a joint venture between Myspace and the major music labels.

Myspace parent company News Corp. is in the process of selling off all or part of the flailing social network/entertainment portal. And the big labels have been grumbling about the JV for some time. Holt came aboard two years ago, after running digital music for Viacom’s MTV.

Myspace Music will continue to operate for now, and Myspace CEO Mike Jones will add the venture to his management role. News Corp. declined to comment; I haven’t heard back from Holt yet.

It’s the only major Web site in the U.S. that offers free, legal music streaming, and it continues to draw significant traffic. Generating enough ad revenue to pay for all that free music has always been an issue for the site, though. At one point the plan was to turn all or part of the venture into a paid service, though that was eventually tabled.

I’m told Holt isn’t leaving News Corp. (which also owns this Web site) altogether, and will continue to advise digital czar Jon Miller for a while. Former Myspace co-president Jason Hirschhorn got a similar consulting position when he left the company last year.

It’s a safe bet to assume that Holt will get a high-powered gig somewhere else in the digital music business, as long as he wants one: He’s well-regarded by both Web industry executives and the music guys. Google, for instance, could use someone who gets both sides of the business as it prepares to launch its own music service; I wouldn’t be shocked if he landed at Apple, either.

And Spotify, the music industry’s next big hope, has already tried to land Holt for its open chief operating officer position, but at the time Holt didn’t want to leave Los Angeles and head to London. Perhaps he’ll be more interested now.

The two companies aren’t handing out details on the new pact, but have made it clear that it’s not going to be anything like the old one, which provided Myspace and the rest of News Corp.’s Web properties with massive guaranteed payments.

But we’ve known that for a long time: The first deal got done when Myspace was white-hot, and Google was competing fiercely with Microsoft to lock up prime real estate.

Now, of course, Myspace is well into a protracted decline, despite News Corp.’s efforts to turn it around (News Corp. also owns this Web site). And Microsoft isn’t nearly as aggressive as it used to be on these kinds of deals.

The real question for Myspace is what happens now. News Corp. has been quite clear that it’s not happy with the site’s performance, and if anyone were willing to pay anything for it, I’m sure Rupert Murdoch would be happy to part with it.

But who wants to buy a shrinking, money-losing Web site? News Corp. may not be able to do that much about the audience decline, and the money-losing part is tougher to fix than it seems from the outside.

That’s because Myspace is still stuck amortizing fees it picked up in the go-go years, like the big settlement/licensing deal it struck with Universal Music Group, which allowed it to start up MySpace Music in 2008.

Those aren’t operating costs, but they’re still real, and they don’t go away. “You start off every year $70 million in the hole,” says a person familiar with the company.

So how else can you cut costs? There are some obvious ways to go, and they won’t be pleasant for Myspace’s remaining staff.

UPDATE: Nature of news on the Web–this story was a scoop for all of about three minutes. Here’s the release–note the news about the Myspace inventory being offered via Google’s DoubleClick Ad Exchange.

MYSPACE AND GOOGLE RENEW AND EXPAND SEARCH
AND ADVERTISING AGREEMENT

LOS ANGELES and MOUNTAIN VIEW, Calif., December 16, 2010 – Myspace and Google, Inc. today announced a multi-year agreement to renew and expand their long-standing search and advertising relationship. Under the terms of the new agreement, Google will continue to power Myspace search and search advertising and will also provide additional display advertising services to enhance the rich
entertainment content experience inherent on Myspace.

This agreement brings together Google’s expertise in search and advertising with Myspace’s strength in social entertainment. Specifically, the agreement provides Myspace with:

Web search and search advertising
Full display ad solutions (including participating in the Google Display Network and DoubleClick Ad Exchange)

“We’re thrilled about renewing our partnership with Google. Their best-in class technology will continue to provide our consumers with a robust search experience,” said Nada Stirratt, Chief Revenue Officer of Myspace. “We look forward to participating in the Google Display Network and DoubleClick Ad Exchange to increase yield across our display ad inventory.”

“We’re excited to deepen our partnership with one of the largest social Web properties in the world, Myspace,” said Henrique de Castro, Vice President of Global Media and Platforms at Google. “We’re pleased that our technology will benefit Myspace’s users on its newly redesigned site, and that Myspace has chosen our display advertising solution to increase its returns.

Conclusions: It’s really cool! And also, it’s totally, definitely, going to kill someone!

Exactly who that will be is unclear: Maybe it will be Microsoft’s (MSFT) Bing! Maybe it will be Twitter, which is supposed to be “real time,” too! Or maybe it will be the dark arts of search-engine optimization!

Maybe! Or maybe it will be more like Apple’s (AAPL) Ping, which was declared a MySpace Music killer before Steve Jobs finished presenting it last week. Now that people have actually used Ping, though, it seems less homicidal and more benign/inept.

In any case, one thing Google Instant won’t do is make any significant impact on Google’s P&L. So says J.P. Morgan’s (JPM) Imran Khan, in a note he just published (almost instantly!). His big takeaways:

It won’t make Google (GOOG)  any more money, in the near-term:

We think this new product will have little to no impact on monetization rates. We see this product as an improvement to user functionality and think that its impact on advertisers will be limited. All of the ads typically associated with the suggested search appear as normal as the query is being entered. No changes have been made to serving or ranking. Although the constant updates to the results page may result in more ads served as a person types a query, this should only impact CTRs not the number of clicks as a user will not likely click on an ad until the appropriate results appear.

But it won’t cost Google anything, either:

Management expects the impact on costs to be in line with their existing search cost growth curve. Engineers adjusted the product to have as minimal an impact on servers and data centers as possible. Management expects the impact to be in line with the existing search cost growth curve.

But! If people like it (it really is cool), and that prompts them to search more, then that’s a good thing for Google, long-term.

OK! Back to the killing fields!

Industry sources tell me Google has talked to several digital media executives about the job, but has yet to hire anyone. I’ve asked Google for comment and will update if I get one.

At first glance, this scenario sounds a bit like the one that MySpace went through two years ago, when it built out MySpace Music, then hired president Courtney Holt from MTV after the service had launched. In this case, though, Google hasn’t formally announced the music service and doesn’t have deals with the big music labels in place yet.

It does have executives working on the service, though. YouTube has loaned out general counsel Zahavah Levine for some time, and earlier this summer Google  (GOOG) brought on another attorney, music veteran Elizabeth Moody, to help put the thing together. And I as should have pointed out earlier (thanks to a reader for the nudge), Android head Andy Rubin is very much involved, as the project is tied to his mobile operating system.

And what, exactly, is Google Music going to be? Good question. Most music executives I talk to imagine that Google would eventually like to run a cloud-based streaming music service. But my hunch is that Google’s initial plan will be a less-ambitious download store, a la Apple’s (AAPL) iTunes–which is due for its own upgrade very soon.

Billboard also cites sources suggesting that Spotify still hopes for a U.S. launch this year. But Spotify has been hoping for/promising a U.S. launch for so long that there’s a Tumblr site dedicated to cataloging those unfulfilled aspirations. It’s called Not-ify.

What gives? Ask around and you’ll hear two different theories about the holdup. They’re not mutually exclusive:

• Spotify wants to replicate the model it has in Europe, where users can listen for free, then pay for upgrades like mobile and/or ad-free access. But the labels are no longer interested in supporting free streaming sites: Now that Lala and Imeem have gone away, the only free on-demand service in the U.S. is News Corp.’s MySpace Music, and they don’t seem that enthusiastic about that one.
• Spotify has raised a big pile of money from VCs, and the labels are demanding a big chunk of that for themselves.

I’m also not clear whether the holdup is with all the labels, or just some of them. Sources close to Spotify have hinted to me in the past that the company has had deals in place with some of the big four music labels for some time but was waiting to lock up at least three of them before launching.

Then again, those same sources suggest that Spotify is willing to avoid the U.S. altogether if it can’t get the deal it wants. Choose the story you like, I guess.

Meanwhile, if you’re itching to subscribe to a music service that lets you listen to all the music you want, without ads and on your PC and on mobile devices like Google’s (GOOG) Android handsets and Apple’s (AAPL) iPhone, you’re in luck! There are plenty of options.

Go ahead and try any of the following, which offer more or less the same stuff, at the same $10 a month price point:

• Rhapsody
• MOG
• Rdio (still in beta)
• Thumbplay

$10 a month too much? Okay. Best Buy’s (BBY) Napster offers an ad-free, all-you-can-eat service, without mobile access for $5 a month. Meanwhile, MySpace Music, which is co-owned by News Corp. (NWS) and the labels themselves, remains free and ad-supported. And the company’s line is that will remain so (though it doesn’t rule out a paid option).

It’s nice to hear enthusiasm on the part of Linkin Park band member Mike Shinoda about an innovative-for-the-music-industry effort to give fans a chance to be part of the iconic Grammy-winning rock band.

That’s because most artists or content creators–while making all the right sounds about the Internet’s impact on their business–often privately cringe at the ongoing flood of user-generated material that has drastically changed the industry.

Not Shinoda, who is certain he will find some real talent via a new online contest, called “Linkin Park, Featuring You,” that gives anyone an opportunity to collaborate with the band to produce an original song based on some of the tracks from the forthcoming single “The Catalyst.”

The song is on Linkin Park’s next album, “A Thousand Suns,” to be released September 14.

“We looked at it as both risky and fun to save a spot on the record that could be just anything,” he said in an interview with BoomTown earlier this week. “It’s creative, lets the fans be heard and, of course, is a great way to promote the album.”

Of course it is, but Shinoda said he is not expecting to have to put any bad-quality music on the record just to sell more music.

“The album could not be any more sacred to us and this is certainly an X-factor, which is kind of a move against the grain for us,” he said. “But the Internet has actually given a lot more people a chance to be heard and, as it has turned out, amateurs are so much better than we ever expected.”

So far, Shinoda said, he has just sampled a few dozen of the thousands of submissions so far, either selecting randomly or via a popularity ranking system the contest uses. He said he’s also using a range of people who are part of the Linkin Park team to filter material.

But, ultimately, Shinoda and his bandmates (pictured here) will pick the winning submission, with either the song to be included on the band’s new album or the winner to be invited to perform with the band on a song on the upcoming record. Either way, a pretty good prize for an aspiring musician.

Shinoda said he is hoping to hear a lot of different sounds from electronic music to keyboards to guitars and even horns (“No one has submitted a horn version so far,” he laughed. “But I hope someone does.”)

Linkin Park is using a group of Internet companies to carry out the massive user-generated effort, including: MySpace Music (platform, promotion and direct fan messaging); Indaba Music (hosting the MySpace application that allows musicians to auto-syndicate their remixes on MySpace); Top Spin Media (using their email for a song widget to deliver audio stems to all participants); and Ning (the back end to Linkin Park’s Web site, where they are also distributing the audio stems to push back to the contest)

There have been remix contests online done before, such as Snoop Dogg’s “That Tree” Remix Contest, which had 8,000 entries and generated a lot of fan interest.

But this effort is clearly more ambitious, perhaps because Shinoda is clearly a techie, with an ongoing interest in filling the Linkin Park Web site with puzzles, games and other interactive features.

In fact, Linkin Park had already conducted a smaller contest for fans to submit designs for characters used in a game the band released in April, called “8-Bit Rebellion,” for the Apple (AAPL) iPod touch, iPhone and iPad. And, after the game was completed by a player, it unlocked a new song, “Blackbirds.”

Shinoda said the band hopes to do even more digitally, trying to involve and engage fans in ways that they never would have tried before.

“There is a huge unknown factor and this is not something we would have done five years ago,’ he said of the latest collaboration contest. “But I am not afraid of my fans being good at music, even if it turns out they are better than me.”

Until a winner is selected, here’s a most excellent music video of my favorite Linkin Park song, “Shadow of the Day,” because I wish I had written the perfect and simple line, “Sometimes beginnings aren’t so simple/Sometimes goodbye’s the only way” (maybe some fan will write something as good):

And here’s a blog post by Sam Wick, SVP of marketing at MySpace Music, about its partnership with Linkin Park:

Linkin Park Wants To Put You on Their New Album

Linkin Park is arguably one of the biggest rock acts in the world with more than seven million fans on MySpace and iLike, two Grammy wins and a boatload of accolades from the music community. So, needless to say, we were more than a little excited to help the band launch their next album, “A Thousand Suns.”

This is a band that’s almost as passionate about social media and technology as they are about the music they create–and they came to MySpace, because we have a proven track record of successfully architecting custom album campaigns that uniquely marry music to innovation on a global scale. With this in mind, we knew we had to do something that not only raises global awareness of the new album, but really plays into the intimate artist-to-fan connection that Linkin Park has been cultivating on our platform for years. And so “Linkin Park, Featuring You” was born–a multi-phase program that each of our 30 territories across the world are rolling out locally.

Linkin Park, Featuring You begins on MySpace with a music application that allows fans to create their own original version of the band’s new single “The Catalyst” and ends with the rare opportunity for one worthy fan to have his or her song stripped onto the next album. SERIOUS. To make this happen, Linkin Park and MySpace Music brought together Topspin Media, Ning and Indaba Music–a true technology trifecta–to allow fans to interact and play with the music before it is even released. Again, SERIOUS.

Mike Shinoda of Linkin Park has this message to share with his fans on MySpace and across the Web:

“In the lifetime of Linkin Park, the evolution of community and music technology has blurred the line between artist and fan. With the release of our new album we want to push it even further and so we are making a commitment to our fans that is a first of its kind: We are blindly dedicating a spot on our new album to something unknown. That space is reserved for you and we’re confident that you will create something that we can be proud to include on “A Thousand Suns.” This is not just a “fan-remix” contest; we want to collaborate with you. This effort is made possible by the global 360 music platform of MySpace, and the dedication and talent of our incredible fans. Thank you. We look forward to hearing your submissions.”

Here’s how it works: By installing the Indaba Music-powered app on MySpace, fans have access to five stems from “The Catalyst” that they can use to re-arrange and re-imagine the song using either their own Digital Audio Workstation or with Indaba’s free, Web-based software. Once submitted, users can vote for their favorite versions and help the band in their quest to identify new talent and ultimately pick a winner.

“Linkin Park, Featuring You” is just the beginning of a much larger partnership between the band and MySpace Music that will provide Linkin Park fans with recognition worldwide with access to live shows, exclusive content and premieres as well as opportunities to connect and interact with the band in ways that only MySpace Music can offer.

Be sure to get your entries in by July 25th and don’t forget to spread the word about the contest to your friends around the world–and go buy the new single on August 2nd.

But if Google (GOOG) does it right, it makes perfect sense for the search giant to jump in anyway.

As CNET reported last week (The Wall Street Journal followed up yesterday), Google has been talking to the big music labels about launching its own music service and has floated a 2010 launch date. But music sources I’ve talked to say the company has no deals with labels yet and that it’s still unclear exactly what kind of service the company would like to launch.

My suggestion: Start simple. Copy the iTunes pay-per-song model.

That’s not a revolutionary idea, and it’s not a super-lucrative one either, because most people don’t like to buy more than a few songs: Apple (AAPL) sells about two billion songs a year, and if Google launches a competing service, I doubt it’s going to grow the market by much. And given that about two-thirds of every digital download dollar gets passed back to the music labels/artists/publishers/etc., that’s a fairly modest market to fight over.

But a download store is a proven concept. And that may be a better one than trying to get people to pay the $5 to $10 a month fee that services like Napster and Rhapsody have tried with very limited success and that new entrants like Rdio, MOG and Spotify (one day) want to try again. And it’s a much better idea than trying to figure out how to sell enough advertising to pay for free music services (RIP, Imeem; good luck, MySpace Music).

Meanwhile, a viable music store gives Google the following:

• A value-add for Android and a wedge against one-time ally Apple
• An owned-and-operated destination for all the music search traffic Google currently sends out to MySpace Music (via iLike) and Rhapsody, Pandora, etc.
• And just maybe, a reason for consumers to finally sign up for a Google Checkout account, which has had little traction despite years of effort. If Google can get Google Checkout up and running and create the billing relationship with its users that Apple and Amazon (AMZN) already enjoy, then all sorts of other businesses, from YouTube movie rentals to Android app sales, become much more interesting.

So what about the notion of a cloud-based service, wherein Google hangs on to your tunes and streams them to you on demand? Cool. But not crucial.

Apple has expressed an interest in something similar, but from what I can tell, it isn’t close to launching anything like it. So perhaps the Google guys see this as their chance to leapfrog Steve Jobs and company.

But successfully copying them would a fine start, too.

It’s not a huge shock to see former start-up CEOs join big companies after the demise of their own. But this move is a bit more surprising: It means Shapiro will be working for one of the companies that helped put him out of work.

That’s because MySpace Music is a joint venture between News Corp. (NWS) and the big music labels, including Universal Music Group. And Shapiro, among others, has pointed to Universal’s copyright-infringement lawsuit against Veoh as one the primary reasons for the video site’s downfall.

But apparently, Shapiro doesn’t mind working for Universal now. In any case, he’ll be reporting to MySpace execs Courtney Holt, Mike Jones and Jason Hirschhorn, not Doug Morris. And you could argue that it makes sense for MySpace Music to have a tech guy on board who has intimate knowledge of the big music labels, warts and all.

Plus, MySpace Music needs help from wherever it can find it. The site still boasts some 30 million unique users. And as other free music sites melt away, it is one of the only places to get legal streams without paying for them. But two years after launch, it’s still a mess to navigate, and I don’t know anyone who uses it on a regular basis. Maybe Shapiro can help.

Veoh, meanwhile, never actually went away. Something called Qlipso purchased the site, which had raised some $70 million, for less than $10 million in March.

Now Lala’s gone. Apple shut it down last night sometime after 2 am Eastern. And there’s nothing in its place. Just this message:

Free streaming music hasn’t completely left the Web: You can still get it at MySpace Music and in various forms at sites like GrooveShark and HypeMachine.

But the big music labels, which own a piece of MySpace Music, aren’t happy with this arrangement. And the other services are in a legal gray area–they’re not fully licensed, but the labels aren’t trying to sue them out of business, yet.

Meanwhile Spotify, which delights European music lovers with its free service, has yet to get permission to operate in the U.S. If it does, it’s almost certain to cut back on gratis tunes in favor of a subscription offering.

So what about a cloud-based model, whereby you access music you own from anywhere you can get a Web connection? Apple (AAPL) seems interested in the idea, and so does Google (GOOG). But I have a hunch we’re not going to see anything like this soon.

Still, maybe Steve Jobs has a surprise up his sleeve. Perhaps he’ll tip his hand tonight, when the Apple CEO sits down for an interview with Walt Mossberg and Kara Swisher at D8. We’ll have live coverage beginning around 6 pm Pacific.

Well-known tech entrepreneurs and twin brothers Ali and Hadi Partovi (pictured here, right to left) are leaving MySpace, in a high-profile departure for the struggling social networking company.

Internal memos were sent around to staff this afternoon about the executive change, said sources, which you can see below.

“Hey everybody, it’s been super tough staying quiet about this news at the request of our execs,” said Hadi Partovi, in an internal memo obtained by BoomTown. “I know some of you are very surprised about this, and I want to apologize for not having had the option to brief you personally in advance.”

Hadi was SVP of Technology at the News Corp. (NWS) unit, while Ali was SVP of Business Development. Hadi will leave MySpace entirely, while Ali will have a special adviser role, said the memo from MySpace Co-President Michael Jones.

In a blog post in March titled, “MySpace Musical Chairs: Will the Partovis Stay or Will They Go Now?,” I wrote:

“In all likelihood, said sources, the Partovis will remain at MySpace for the next several months, although they are likely to move eventually to more senior advisory or special-project roles there in order to pursue longtime outside investing and entrepreneurial interests.”

Now that has come to pass.

The fate of the well-known tech wunderkinds has been one of the more interesting guessing games of late at MySpace.

MySpace managers have been keenly interested in avoiding the appearance that the company is in the grip of a talent drain, especially related to such well-known innovators.

The Partovis arrived in the midst of turbulent change at MySpace last August, just after its original CEO and co-founder, Chris DeWolfe, was suddenly tossed out and replaced by CEO Owen Van Natta, as well as COO Jones and Chief Product Officer Jason Hirschhorn.

As part of its new strategy to become an entertainment hub, the Beverly Hills, Calif.-based MySpace bought the Partovis’ social music start-up, iLike, in a deal engineered by Van Natta.

After it closed, Hadi was mostly working in MySpace’s Seattle office, and Ali was mostly based in San Francisco.

(See this funny welcome video Ali Partovi did at the time.)

But Van Natta suddenly got the boot in January after clashing with News Corp. digital chief Jon Miller, as well as Hirschhorn and Jones, sending MySpace into yet another storm.

Hirschhorn and Jones were then named co-presidents.

While several sources said the Partovis are not unhappy with the pair or with the new MySpace mediacentric strategy, the brothers sold their company with the idea of working with Van Natta.

“That firing reset things,” said one source close to the situation in March.

Nonetheless, there was some progress with iLike, including integration of MySpace Music with Google (GOOG) and a MySpace Events offering.

In addition, the pair have wide-ranging interests outside the company, including an active investment portfolio in such start-ups as Facebook, Dropbox, Opower, BlueKai and Flixster.

They have already scored big with investments in Tellme, which was sold to Microsoft (MSFT); Zappos, which was acquired by Amazon (AMZN); and IronPort, now owned by Cisco (CSCO).

And though iLike was not the success they had hoped for, their entrepreneurial record is strong. Ali Partovi sold LinkExchange to Microsoft, and Hadi Partovi, who also worked at Microsoft, co-founded Tellme.

Now, it seems, the Partovis are moving on to the next challenge.

Here are the internal memos from Hadi Partovi to iLike staff and from MySpace’s Jones:

From: Hadi Partovi
Date: Tue, Apr 20, 2010 at 5:15 PM
Subject: Fwd: Organizational Update (re Ali + Hadi)
To: staff
Cc: Ali Partovi

Hey everybody, it’s been super tough staying quiet about this news at the request of our execs. I know some of you are very surprised about this, and I want to apologize for not having had the option to brief you personally in advance.

I also want to call out looking backwards that we’ve all done a heck of a lot in just the last 6 months to help improve the MySpace business and to integrate iLike technology. Just a short list is below.

- iLike integrated MySpace Music into Google search (iLike provided the team, technology, and Google deal)
- iLike team+technology helped implement MySpace Events, launched with multi-million-dollar sponsorship commitments
- all iLike.com traffic has been merged into MySpace’s overall Comscore metrics
- iLike’s products have been featured in a TV ad by Apple, and will be in an upcoming TV ad by another major tech company
- iLike’s promotional engine has been used multiple times in coordination with MSM to promote new albums or new artists
- MSM videos have been integrated into iLike.com and iLike on Facebook
- iLike’s artist-stats are integrated into the MySpace artist dashboard
- iLike.com drives search engine traffic to MySpace artist pages
- iLike team implemented the imeem traffic redirection and data backend of imeem playlist integration
- iLike team provided backend metadata + recommendation engine for MySpace music search and song-similarities

Most importantly, thanks to our work, MySpace is the #1 provider of music on Facebook, music on Google, and Concerts on iPhone. Regardless of any challenges that MySpace needs to overcome, that is a great legacy that I know we’re all proud of.

I’m personally very sad that I won’t be working with any of you–the amazing team we built at iLike is perhaps our greatest accomplishment.

I’ll send an email to the Seattle folks to organize a proper going-away celebration :)

hadi

From: Mike Jones
Date: Tue, Apr 20, 2010 at 4:52 PM
Subject: Organizational Update
To: XXX
Cc: Jason Hirschhorn

Hi everyone,

Effective on Friday, MySpace SVP of Technology Hadi Partovi is leaving to pursue other opportunities. In addition to continuing his work as an advisor and angel investor to various startups, he will be following his passion for education by working directly with technology focused non-profits. Hadi leaves as a valued friend to the company, and we wish him the best of luck in his future endeavors.

Ali Partovi will be stepping down as SVP of Business Development, but will continue working with MySpace as a strategic advisor working on special projects. He will also be taking time to invest in and advise startups.

Hadi and Ali were instrumental in integrating iLike’s best in class technology into the MySpace brand. Last week’s successful Events launch was a direct result of that collaboration. Other noteworthy product integrations include last year’s Google Music Search integration and the Local Concerts App, which is currently the most downloaded concerts app for the iPhone and was featured in one of Apple’s latest iPhone TV spots.

Please join us in thanking Ali and Hadi for their contributions to MySpace.

-Jason & Mike

(Full disclosure: News Corp. owns Dow Jones, which owns this site.)

The television hit, “Glee,” is one of News Corp.’s crown jewels of late, while its MySpace social networking site has struggled painfully to regain its once-hot momentum.

Now MySpace is getting the benefit of the heat “Glee” is generating, by hosting the online auditions for the Fox television network show, which returns tonight after a short hiatus.

“Glee”–an online phenom in its own right, with more than four million song downloads so far–is probably a good partner for MySpace as it tries to differentiate itself as a place where users can express their musical and entertainment passions.

This “discover and be discovered” concept is all part of a very slow-moving effort to turn MySpace into a socially-charged entertainment hub.

That effort will get a splashy rollout today with the first animated takeover of MySpace users’ personal homepages to coincide with the return of “Glee” (you can see it in action in the PDF below).

In the branded campaign, the character of Rachel (played by Lea Michele) becomes the profile picture, and evil cheerleading coach Sue Sylvester (played by Jane Lynch) pops out to shout a tune-in message about the show’s premiere, while blowing parts of the page away.

The bigger deal, of course, is the online casting call for “Gleeks,” as the show’s rabid fans are called, which MySpace is also hosting.

Professional and amateur performers between the ages of 16 and 26 can submit video auditions for the chance to have a re-occurring role on the show’s second season, choosing from songs featured in “Glee” and using the MySpace Karaoke tool.

Since it was launched March 30, the page has over a million friends and thousands of video submissions, which will be voted on. The casting call ends April 26.

Here’s a video interview of the effort that I did last week at the tony Chateau Marmont hotel with MySpace Music’s Courtney Holt, who worked on the deal, as well as a special guest star you might recognize.

And here’s the takeover advertising:

Glee_MySpaceTAKEOVER_V3

Finally, here is the official press release:

NATIONWIDE OPEN CASTING CALL FOR “GLEE” BEGINS TODAY EXCLUSIVELY ON MYSPACE

Series Returns with All-New Episodes Tuesday, April 13, on FOX

Attention all GLEEks, the opportunity of a lifetime is coming your way! GLEE’s executive producers are holding a nationwide online casting search for fresh, young, talented performers to fill new roles that will be featured during the show’s second season. Beginning March 30, amateur and professional performers between the ages of 16 and 26 will have the opportunity to submit an audition video exclusively on MySpace at myspace.com/gleeauditions.

Hopefuls will be able to upload their videos beginning today through April 26. Videos must feature an explanation about why the auditioner wants to be on GLEE, as well as a demonstration of his/her stellar singing ability by performing one of 10 GLEE hits, including “True Colors,” “You Can’t Always Get What You Want” and “Lean on Me.” Performances must be either a cappella or with single instrument accompaniment via MySpace Karaoke or by uploading their own pre-recorded videos. Audition videos must be limited to five minutes in length–a one-minute introduction and a four-minute song–and are limited to one submission per person. Fans will be able to share the videos across various networks, post comments and rate their favorites with gold stars. Visit myspace.com/gleeauditions for more information, song list and additional rules.

Television’s most award-winning new series, GLEE was recently honored with a Golden Globe for Best Television Series, Comedy or Musical; a Screen Actors Guild Award for Outstanding Performance by an Ensemble in a Comedy Series; and a People’s Choice Award for Favorite New TV Comedy. The music from GLEE is an international sensation with “Glee: The Music, Volume 1″ and “Glee: The Music, Volume 2″ topping charts in Australia, the U.K., New Zealand, Ireland and Canada. In the U.S., over 4.5 million songs have been downloaded, and both albums have been certified Gold for sales in excess of 500,000 units.

The too-big-to-miss spring premiere of GLEE airs at a special time Tuesday, April 13 (9:28-10:30 PM ET/PT) following AMERICAN IDOL on FOX.

GLEE follows an optimistic teacher who–against all odds and a malicious cheerleading coach–inspires McKinley High’s Glee Club to conquer the world one singing competition at a time. GLEE stars Dianna Agron, Chris Colfer, Jessalyn Gilsig, Jane Lynch, Jayma Mays, Kevin McHale, Lea Michele, Cory Monteith, Matthew Morrison, Amber Riley, Mark Salling and Jenna Ushkowitz.

GLEE is produced by Ryan Murphy Television in association with 20th Century Fox Television. Ryan Murphy, Brad Falchuk and Ian Brennan are co-creators of the series. Murphy, Falchuk and Dante Di Loreto serve as executive producers, while Ian Brennan serves as co-executive producer.

MySpace is a technology company connecting people through personal expression, content and culture. MySpace empowers its global community to experience the Internet through a social lens by integrating personal profiles, photos, videos, mobile, messaging, games and the world’s largest music community. MySpace is a division of News Corporation (NASDAQ: NWS, NWSA; ASX: NWS, NWSL).

(Full disclosure: News Corp. owns Dow Jones, which also owns this site.)

]]> http://allthingsd.com/20100413/myspace-should-be-glee-ful-about-hit-series-online-auditions/feed/ 2 http://allthingsd.com/20091208/myspace-acknowledges-imeem-deal-and-starts-shutting-down-its-new-acquisition/ http://allthingsd.com/20091208/myspace-acknowledges-imeem-deal-and-starts-shutting-down-its-new-acquisition/#comments Tue, 08 Dec 2009 18:02:25 +0000 Peter Kafka http://mediamemo.allthingsd.com/?p=13694 The deal was done last month and now both parties are officially announcing it: MySpace has bought Imeem.

News Corp.’s (NWS) social networking service has picked up some of the music service’s employees, and soon the Imeem URL will lead visitor traffic to MySpace. Imeem users can go ahead and toss out their apps for Google’s (GOOG) Android and Apple’s (AAPL) iPhone, which will no longer work. Consolation prize: The MySpace/Imeem guys say they’ll work to transfer Imeem user playlists to MySpace Music. But that’s a little trickier than it ought to be and may take a while.

A refresher on the terms: MySpace is paying around $1 million for Imeem and could end up spending an estimated $9 million or so more on contracts/earnouts for some key employees, including CEO Dalton Caldwell.

And now, dueling blog posts!

imeem blog: imeem is now part of MySpace
We want to share exciting news about imeem–we’re now part of MySpace.
The MySpace team shares our passion for music and vision for giving fans fun ways to discover and socialize around the artists and songs they love. We’re excited to be working together.

Over the coming weeks, we are taking a number of steps to transition the imeem community to MySpace Music, whose features for finding and sharing music are similar to those you now enjoy on imeem.

We are committed to ensuring that the time & creativity you’ve put into imeem isn’t lost. As quickly as possible, we will give imeem users easy ways to recreate your Imeem playlists on MySpace Music.

This morning, we’re taking the first step in this transition. Starting at 1pm Eastern/10am Pacific, visitors to imeem.com will be guided to MySpace Music to find and play the music they want.

After this change, you will no longer be able to stream music on imeem, through embedded imeem players, or to play Internet radio stations via the imeem Mobile application for Android or iPhone.

We realize these are significant changes. We ask that you bear with us during this transition period, knowing that our team is working together with the MySpace team to create even better new music experiences.

Thank you to everyone for your support and encouragement.

Imeem Becomes Part of MySpace Music
Posted By  Owen Van Natta, CEO
Today, MySpace Music has completed a deal to acquire certain assets of ?imeem–a leading social media music service.?? MySpace Music and imeem share a common vision and commitment to further?enabling the socialization of content across the Web.

This deal will? allow us to leverage imeem’s industry leading technology and over time,?meaningfully integrate their products into the MySpace Music experience. ??Since its inception in 2003, imeem has built a highly engaged music?community of more than 16 million users worldwide.

imeem helped pioneer?the ad-supported digital music model and created the Web’s first?embeddable music and video playlists enabling users to embed songs and?playlists virtually anywhere on the Web, including MySpace. ??In the coming weeks, our team will be working as quickly as possible to? take aspects of imeem that users love and migrate them to MySpace Music.? We’ll start that transition tonight by redirecting imeem users to? MySpace Music to discover their favorite music.

As quickly as ?possible, we’ll be working to offer users the imeem playlists they’ve ?created on MySpace Music.?? We’re also happy to welcome imeem CEO Dalton Caldwell, CTO Brian Berg, COO Ali Aydar, and their VP of National Ad Sales David Wade to the team as consultants to help manage this transition.

During this transition period, we invite all imeem users to check out? MySpace Music’s extensive catalogue of fully licensed music and video?content from major and indie artists, editorial coverage, concerts, and?ticket information.??-Owen

]]> http://allthingsd.com/20091208/myspace-acknowledges-imeem-deal-and-starts-shutting-down-its-new-acquisition/feed/ 0 http://allthingsd.com/20091027/exclusive-microsofts-msn-is-in-early-talks-with-myspace-about-music-tie-up/ http://allthingsd.com/20091027/exclusive-microsofts-msn-is-in-early-talks-with-myspace-about-music-tie-up/#comments Tue, 27 Oct 2009 10:34:47 +0000 Kara Swisher http://kara.allthingsd.com/?p=19973

Microsoft’s MSN is in preliminary talks with MySpace about using the social networking site’s music service, MySpace Music, to help power music offerings on the giant portal.

While sources at both companies cautioned that the talks are still early, Microsoft (MSFT)–which has its own music site that it programs with original and partnered content–execs are interested in goosing it.

That’s because MSN Music consistently ranks substantially lower than other big online music properties in terms of traffic, while MySpace Music is always near the top.

Sources said Microsoft execs don’t think they can do as good a job as MySpace is doing and don’t see the point in striking needed but complex deals with music labels, which the News Corp. (NWS) property already has.

In an April report by comScore (SCOR), for example, MySpace Music was No. 2, just behind AOL Music, with 27.4 million unique monthly visitors. MSN Music was No. 6 with just 7.4 million.

Nonetheless, music is an area MSN cannot lag so badly in, given that entertainment is one of the key categories it is focusing on as it preps for a major renovation of the portal.

As BoomTown wrote in mid-July about a wide variety of changes coming to MSN:

MSN, Microsoft’s online portal, is also preparing a major redo of what U.S. and, possibly, international consumers will see, as it doubles down on five key content verticals, while cutting back on others.

In a new focus that will start to be apparent in the next month, MSN will heavily add to its News, Sports, Finance, Lifestyle and Entertainment offerings, weaving more data from [its search service] Bing into the mix.

“It’s a decision to make it so MSN does less better,” said one source close to the situation. “So there will be a focus of attention on a smaller number of categories in which we can be either #1 or #2 in, rather than #4 or #5.”

It is not clear exactly what the financial terms would be in any tie-up between MSN and MySpace, which could include licensing of content and other services related to music.

But such a deal is not unusual–MSN’s sports site is powered by Fox Sports, which is another News Corp. property.

And such a partnership would also key into concepts that MySpace CEO Owen Van Natta outlined in a recent interview onstage at the Web 2.0 conference.

Key among them was boosting music and entertainment overall and making them the prime focus in the site’s efforts at reinvigorating itself, as well as expanding distribution of MySpace.

In fact, MySpace recently bought social music service iLike to expand its distribution all over the Web, for example–including on Facebook, the longtime social networking rival from which MySpace is now trying mightily to differentiate itself.

In his appearance, Van Natta also unveiled a music video hub, the ability by users to buy music using Apple (AAPL) iTunes, and a set of better analytical tools–called MySpace Music Artist Dashboard–to help artists figure out how to best work with fans.

But MySpace needs more than these, and a link with Microsoft would provide it with a traffic gusher, since MSN’s main page remains one of the most trafficked sites on the Web.

If such a distribution partnership were struck, it would also raise the question of what will happen regarding MySpace’s negotiations with Google (GOOG) over renewal of their search deal, which expires next summer.

Dissatisfaction over the pricey three-year deal has been expressed by both sides; their mutual grumbling is one of the biggest open secrets in Silicon Valley.

Doing a search deal with Bing is the obvious and only alternative, although few expect any agreement to be as rich as the one MySpace did with Google in 2006 for $900 million.

Interestingly, it was recently reported that both Google and Facebook were bolstering music search and sales offerings, and Google’s apparently includes the use of the iLike player.

In other words: This could get really complicated.

Execs at both MySpace and Microsoft I reached out to declined to comment.

(Full disclosure: News Corp. owns Dow Jones, which owns this site.)

]]> http://allthingsd.com/20091027/exclusive-microsofts-msn-is-in-early-talks-with-myspace-about-music-tie-up/feed/ 2 http://allthingsd.com/20091021/google-steps-gingerly-into-music-with-one-box/ http://allthingsd.com/20091021/google-steps-gingerly-into-music-with-one-box/#comments Wed, 21 Oct 2009 14:50:31 +0000 Peter Kafka http://mediamemo.allthingsd.com/?p=12284 Google insists, over and over, that it has no intention of getting into the content business. So how is it finessing its way into the music business? Very carefully.

The search giant is working on a new service that will provide searchers with streaming music, which sounds a whole lot like a content play at first blush. But Google will only be offering limited bits of music, and it will be relying on other companies to actually provide the tunes.

Sources describe the service, which they refer to as “One Box,” as a refined set of answers for music queries. The idea: Punch in, say, “Madonna,” and you’ll be presented with one or more songs, which may be partial clips or full-length versions, then guided to other sites where you can purchase the music.

That is: If you’re looking for Google (GOOG) to launch a rival to Apple’s (AAPL) iTunes or to music streaming services like iMeem and MySpace Music, this isn’t it.

In fact, Google is actually partnering, in a way, with News Corp.’s (NWS) MySpace: iLike, the music start-up that MySpace purchased earlier this year, is one of the two services providing music to Google, industry sources tell me. The other is Lala.com, which has a novel streams-plus-cheap-songs concept. (This is presumably one of the “big announcements” Lala founder Bill Nyguen was referring to yesterday when I spoke to him).

UPDATE: Streaming music service imeem will also be providing songs for the new service, I’m told by people familiar with Google’s plans. It’s unclear to me whether the company will provide full streams in search results. No comment from Google, Lala, MySpace or Imeem. Or the labels, for that matter.

At this point I’m not clear how Google and the labels will determine how much of a song a searcher will be able to listen to. Last I time I checked, iLike didn’t have the ability to provide full song streams at all. And Lala’s licenses only allow the service to provide listeners with a full song once–after that, they have to purchase the track from the service.

One other note: “OneBox” is the name of an existing Google feature that offers up not just links, but actual answers to certain queries. (Think of weather, or stock results). So while it’s possible that Google intends to brand the service with that name, I wouldn’t be surprised if this was the term the company has been using internally and with the labels, and that the service will have a different name when it launches.

TechCrunch first reported about the service this morning.

]]> http://allthingsd.com/20091021/google-steps-gingerly-into-music-with-one-box/feed/ 0 http://allthingsd.com/20091013/sue-or-sign-emi-trades-lawsuit-for-deal-with-music-startup-grooveshark/ http://allthingsd.com/20091013/sue-or-sign-emi-trades-lawsuit-for-deal-with-music-startup-grooveshark/#comments Tue, 13 Oct 2009 16:00:13 +0000 Peter Kafka http://mediamemo.allthingsd.com/?p=12007 Well look at that: EMI Music Group, which had been working on a licensing deal with music start-up Grooveshark but ended up suing it instead, now has a licensing deal with Grooveshark after all.

This one isn’t a total shock, as EMI and Grooveshark had supposedly been close to a deal prior to the lawsuit. And it wouldn’t be the first time that a label sued a Web company: See Warner Music Group (WMG) and Imeem, as well as Universal Music Group and News Corp.’s (NWS) MySpace, among others.

No details on the deal from EMI or Florida-based Grooveshark, which offers free streaming music, a la MySpace Music, Imeem, Spotify and others. Unlike those services, though, Grooveshark doesn’t appear to have licensing deals with three of the big four labels and plays their music anyway. But with the exception of the EMI suit, it has remained unmolested. Interesting.

For the record, here’s the release (Inside baseball note to Grooveshark guys: Please don’t attach press releases as PDF files. Really cumbersome. Thanks.):

Music streaming service Grooveshark signs deal with EMI Music and EMI Music Publishing
Gainesville, FL–Today, digital music service Grooveshark.com announced it has entered into agreements with major label EMI Music and EMI Music Publishing that will give Grooveshark users access to content from EMI’s roster of current and legendary catalog artists and EMI Music Publishing’s songwriters.

Grooveshark offers music fans the ability to stream songs for no fee from a vast catalog of music. Fans can enjoy Grooveshark’s music without having to download client software or register. The basic service is free to fans and supported by visual advertising. Fans who opt for a $3 per month premium service can enjoy unlimited ad-free streaming music. The site was recently named the best way to listen to music on the web by Rolling Stone, and just surpassed one million registered users.

“EMI Music and EMI Music Publishing have collaborated with us to create a mutually sustainable deal which represents the future of digital music,” says Grooveshark CEO Sam Tarantino. “We will continue to deliver the best music service on the Internet to our users, and we will expand our capacity to strengthen fan-to-artist connections through our technology.”

“We think services like Grooveshark offer great music discovery options for fans,” said Mark Piibe, EMI Music’s Global Head of Digital Business Development. ”In turn, Grooveshark offers a new revenue stream for our artists and will help us learn more about how we can better connect different types of fans with artists.”

]]> http://allthingsd.com/20091013/sue-or-sign-emi-trades-lawsuit-for-deal-with-music-startup-grooveshark/feed/ 0 http://allthingsd.com/20091009/myspace-gets-a-new-sales-boss-mtv-vet-nada-stirratt/ http://allthingsd.com/20091009/myspace-gets-a-new-sales-boss-mtv-vet-nada-stirratt/#comments Fri, 09 Oct 2009 22:35:35 +0000 Peter Kafka http://mediamemo.allthingsd.com/?p=11961

Employees at MySpace have been waiting to find out who their new ad sales boss will be, as All Things Digital reported earlier this week.

And here she is: Nada Stirratt, who until today was running digital sales for Viacom’s (VIA) MTV Networks. (You can read her goodbye memo to MTV colleagues below.)

It looks as if MySpace CEO Owen Van Natta is assembling a team of MTV veterans at his company, which he’s in the process of overhauling.

In addition to Stirratt, MySpace has brought former digital guru Jason Hirschhorn over as chief product officer. And Courtney Holt, who runs MySpace Music, had run digital music for MTV before Chris DeWolfe, Van Natta’s predecessor, brought him on board last year. Viacom hasn’t named a replacement for Stirratt.

Next week could be Stirratt’s debut in front of the entire advertising sales staff of MySpace, who are set to gather at a new seaside resort about 20 miles south of Los Angeles to get a first glimpse of the fresh direction the company is preparing to take under its new management.

The struggling social networking site, HQed in Beverly Hills, has been trying to reboot its image, spur innovation in its product and most of all, pull itself out of a too-long slump, even as longtime rival, Palo Alto, Calif.-based Facebook, has seen explosive growth.

In late August, MySpace sales and marketing head Jeff Berman left the company as MySpace hired MediaLink, a New York- and Los Angeles-based media consultancy, to help get its ad sales business back on track.

That effort has been led by MediaLink President Wenda Millard, who is well known in the ad industry and was longtime leader of the ad sales force at Yahoo (YHOO).

Getting an experienced top ad exec in place will round out a recent spate of new hiring by MySpace, including a new CTO, Alex Maghen, who moved over from its MySpace Music joint venture, and a new CFO, Mark Rosenbaum.

This has been part of Van Natta’s wholesale flushing out of most of the top execs who worked under DeWolfe.

Now, with a new team of execs, the News Corp. (NWS) property is putting the finishing touches on a master plan, which will include a new redesign of its hopelessly messy interface and doubling down on a product strategy that will center on, said one source, “what we own,” namely, music and entertainment.

Music is the obvious key leverage point, the still-bright spot of MySpace, followed by adding big entertainment categories like movies, television, gaming, video and other pop culture arenas.

Once the rejiggered product is in place, it will be up to Stirratt to sell it to advertisers.

Until we see how she does in that key job, here’s her missive to MTVers:

From: Stirratt, Nada
To: MTVN Digital Advertising
Sent: Fri Oct 09 16:34:51 2009
Subject: Thank You for Everything

Hi Everybody–

It is with mixed emotions that I write to inform you that I will be leaving MTV Networks. I have accepted the job of Chief Revenue Officer at MySpace and will be starting there later in the month.

The past 3+ years have been such a wonderful experience and I thank you for the extraordinary work you all have done to make MTVNetworks Digital stand for a best-in-class sales organization unlike any other in the business. Truly. We rocked the industry with our innovation, ideas, relationships and results. And we had a ridiculous amount of fun along the way. So thank you for everything. And a special heartfelt thanks to my leadership team of Kevin, Brad, Jason and Heather: I have learned so much from each of you and will cherish your friendship.

Xo ?Nada

(Full disclosure: News Corp. also owns Dow Jones, which owns this site.)

]]> http://allthingsd.com/20091009/myspace-gets-a-new-sales-boss-mtv-vet-nada-stirratt/feed/ 0 http://allthingsd.com/20091007/myspace-poised-to-hire-new-ad-sales-head-as-it-preps-music-and-entertainment-centric-strategy-and-redesign/ http://allthingsd.com/20091007/myspace-poised-to-hire-new-ad-sales-head-as-it-preps-music-and-entertainment-centric-strategy-and-redesign/#comments Wed, 07 Oct 2009 08:57:04 +0000 Kara Swisher http://kara.allthingsd.com/?p=19170

In a week, the entire advertising sales staff of MySpace will gather at a swanky new seaside resort about 20 miles south of Los Angeles to get a first glimpse of the fresh direction the company is preparing to take under its new management.

The beleaguered social networking site has been in the midst of an effort to reinvigorate its image, spur innovation in its product and–most of all–pull itself out of a too-long slump, even as longtime rival Facebook has seen explosive growth.

Now, with a new team of execs, the News Corp. (NWS) property is putting the finishing touches on a master plan, which will include a new redesign of its hopelessly messy interface and doubling down on a product strategy that will center on, said one source, “what we own”–namely, music and entertainment.

On the agenda, aptly enough, for the 150 ad sales employees, who will gather at Terranea in Palos Verdes, is Ben Sherwood, author of “The Survivors Club: The Secrets and Science That Could Save Your Life,” and founder of a Web site of the same name that describes itself as “the place for surviving and thriving.”

Also coming to the meeting will be several bands that have successfully leveraged MySpace as a platform, to talk about their experiences and to play for the crowd.

And, perhaps most importantly, the group might also get to meet its new boss by then, as several sources close to the situation said that MySpace has settled on an exec to fill the key job of running its ad business.

While it is unclear if the deal is completely done, sources said MySpace management will announce the pick this week.

Sources added that MySpace has been particularly interested in one exec from Viacom (VIA) and another from Microsoft (MSFT).

While the sources would not name the Viacom exec, several pointed to Keith Lorizio, Microsoft VP of U.S. sales, as someone MySpace has been targeting.

In late August, MySpace sales and marketing head Jeff Berman left the company as MySpace hired MediaLink, a New York- and Los Angeles-based media consultancy, to help get its ad sales business back on track.

That effort has been led by MediaLink President Wenda Millard, who is well known in the ad industry and was longtime leader of the ad sales force at Yahoo (YHOO).

Getting an experienced top ad exec in place will round out a recent spate of new hiring by MySpace, including a new CTO, Alex Maghen, who moved over from its MySpace Music joint venture, and a new CFO, Mark Rosenbaum.

This has been part of a wholesale flushing out of most of the top execs who worked under co-founder and former CEO Chris DeWolfe by new CEO Owen Van Natta.

Van Natta, along with COO Michael Jones and Chief Product Officer Jason Hirschhorn, have been squirreled away since late April, working at cleaning up the company by replacing management, restructuring its various units and cutting costs, including massive layoffs.

They have also been trying to come up with a plan to differentiate MySpace from Facebook, a good strategy since it is now well-nigh impossible for the Beverly Hills-based MySpace to catch up with the Palo Alto, Calif.-based Facebook’s galloping growth.

While the whole new offering will not be rolled out prominently until at least the first quarter of next year, said several sources, some changes will begin sooner, including a gradual redesign of the site.

Under the new plan, said several sources, the main idea will be to shift the focus to engagement over sheer audience numbers. While MySpace is still huge, with about 70 million monthly U.S. visitors, increasing how much time they spend on the site is the goal.

“It’s not like numbers are not important, but the better metric for MySpace will be how involved users are,” said one person close to the situation. “MySpace needs to win on minutes.”

And, rather than the wider and more scattershot approach of past years, the new direction being stressed is more scalable and focused.

“It is not about getting everyone and their mothers on MySpace,” said a source, “but about being a better site to those here.”

That will include stressing “ownership” of online categories, which for MySpace are music and entertainment, with the hope that advertisers will be attracted to more engaged users.

Unlike Facebook, which is often described as a utility platform for communications between friends, sources said MySpace will be aimed more at being a platform for communities of interest.

That includes using tools from other companies, such as MySpace’s recent two-way synch with Twitter, the hot microblogging service, to link those communities.

Presumably, the company’s August purchase of iLike, the social music start-up, is also part of that plan.

“Instead of the ability to just connect friend to friend in a single social graph, this will be about connecting a person to their communities of passion and interest and to others like them anywhere,” said one source.

Music is the obvious key leverage point, the still-bright spot of MySpace, followed by adding big entertainment categories like movies, television, gaming, video and other pop culture arenas.

(BoomTown request: Become the HQ for “Gossip Girl” addicts, um, fans, and I am so there.)

“MySpace should represent pop culture online to customers and advertisers,” said one source. “The core strength has always been music and that is where the site will really excel, because it binds customers to the service.”

The even heavier music focus on the main juggernaut site, noted several sources, does create an odd situation with MySpace Music, the separate joint venture the site has with music labels to create a massive music community.

While sources do not think News Corp. will attempt to suck MySpace Music back into the main site, due to the complex partnership issues, the idea is to make them even more deeply integrated and to sell them to advertisers as one powerful marketing message.

In any case, several sources noted that one of the most successful parts of the new plan has been to convince News Corp. leaders that MySpace does not have to beat Facebook to be successful.

Sooner than later, of course, MySpace has to do just that.

Will it work? Who knows, but said one source close to the situation quite correctly:

“There is no silver bullet for MySpace–it just has to climb back step by step.”

(Full disclosure: News Corp. also owns Dow Jones, which owns this site.)

]]> http://allthingsd.com/20091007/myspace-poised-to-hire-new-ad-sales-head-as-it-preps-music-and-entertainment-centric-strategy-and-redesign/feed/ 5 http://allthingsd.com/20090827/apple-signs-off-on-spotify-when-will-big-music-play-along/ http://allthingsd.com/20090827/apple-signs-off-on-spotify-when-will-big-music-play-along/#comments Thu, 27 Aug 2009 21:11:41 +0000 Peter Kafka http://mediamemo.allthingsd.com/?p=10414 Spotify is the best music service you’ve never used. That’s because the much-hyped streaming music service is only available in Europe and for a select few in the U.S. who have either gotten sneak peeks or hacked their way into it.

The service took one step toward wider distribution today when Apple (AAPL) approved its iPhone app (for a glimpse of the app, see the video at the bottom of this post). But that won’t help U.S. users until the big music labels–Warner Music Group (WMG), Sony (SNE), EMI and Universal Music Group–agree to American distribution deals.

But before we get to that, let’s back up and explain what Spotify is: A streaming-music service that lets you listen to whatever you want whenever you want, as long as you have a Web connection. A free version comes with ads, and if you want to do away with those, you can pay for a subscription.

Does that sound familiar? It should. There are plenty of models like this available in the U.S. right now, from RealNetworks’s (RNWK) Rhapsody to MySpace Music, a joint venture owned by News Corp.’s (NWS) social network and the big labels. For various reasons, equivalent (and legal) models have been much harder to come by in Europe, which explains part of the appeal there. The other explanation is that Spotify works beautifully.

But don’t take my word for it. Ask Slate.com columnist Farhad Manjoo (“The best streaming music service in the world”). Or better yet, Facebook CEO Mark Zuckerberg (“Spotify is so good”).

Meanwhile, investors–primarily European ones–have been throwing money at Spotify, and the big music labels’ international arms are enthusiastic partners (and equity shareholders). And the company’s boosters have been pointing to a U.S. launch as early as the fourth quarter of this year.

So let’s assume this happens. What then? The problem with the digital music business, as company after company has found out, is that it’s a miserable business:

• Selling music by the track is a low-margin affair that only works if you have enormous scale–Apple sells some two billion songs a year.
• It’s been nearly impossible to get more than a few hundred thousand people to pay a monthly fee for music–ask Rhapsody or Best Buy’s (BBY) Napster, which have been slogging away at this for years without gaining any traction.
• And it’s been impossible to support a free service with advertising while ponying up big licensing fees to the labels–ask Imeem, et al.

So why will Spotify be any different? Depends on whom you ask. Some figure that it has the best chance of working as a mobile service and that since phone users aren’t used to the idea of getting all the music they can eat on their phones for free, they’ll pay up if given the chance. Others think the big labels have gotten wiser and/or more benevolent about their licensing fees and are willing to wring less out of Spotify at the start in the hope that it will pay off down the road.

Still others just shrug and figure it will work out somehow because…well, one of these days, someone has to figure out how to make this work. “Everybody loves the product,” says an industry executive familiar with the company’s plans. “And there’s a hope that the business model is realistic.”

I have heard rumbling that not all of the big labels are equally enthusiastic about a U.S. licensing deal. It’s unclear whether that’s due to something specific about the U.S. market or to internecine squabbles at particular labels. But Spotify will need at least three of the big four to play along. And then we can see just how realistic the model really is.

]]> http://allthingsd.com/20090827/apple-signs-off-on-spotify-when-will-big-music-play-along/feed/ 0 http://allthingsd.com/20090817/sale-of-ilike-to-myspace-135-million-in-cash-6-million-for-talent-retention-delayed-over-tax-issues-reallyplus-the-list-of-other-suitors/ http://allthingsd.com/20090817/sale-of-ilike-to-myspace-135-million-in-cash-6-million-for-talent-retention-delayed-over-tax-issues-reallyplus-the-list-of-other-suitors/#comments Tue, 18 Aug 2009 06:25:06 +0000 Kara Swisher http://kara.allthingsd.com/?p=17756

The board of iLike planned a meeting earlier tonight to go over a buyout offer by MySpace, several sources close to the situation said. But it was suddenly canceled because of some thorny tax implications related to the talent-retention part of the deal to purchase the social music start-up.

This does not mean the pending acquisition is in jeopardy, sources said, and it could be on track to be signed as early as today, barring any more complications.

That is what both iLike and MySpace execs are hoping, said sources, one of whom described the outstanding issues as a “technicality.”

What’s also been unclear is the actual price the social networking giant is paying for iLike, which has been reported as about $20 million.

In fact, only $13.5 million will be paid upfront in cash, with about $8 million of that money likely going to one of its major shareholders, Ticketmaster Entertainment (TKTM), due to its preferred shares.

Another $6 million has been promised by MySpace in forward payments to retain some key employees–including iLike co-founders and twin brothers Ali and Hadi Partovi.

Although those employees can remain in Seattle, where iLike has its HQ, they must stay employed at Beverly Hills, Calif.-based MySpace for two and a half years to get their money.

It’s that talent part of the deal that caused the Partovis to cancel the iLike board meeting, which they explained to key investors was necessary due to some confusion over how the money paid to these employees would be taxed.

A person briefed on the issue said that if it was taxed as compensation, it would have a much higher tax rate than if it were considered long-term capital gains.

The Partovis said in the email that they were working on the problem with their advisers on the sale, Allen & Co., as well as with lawyers and accountants.

Tax snafus in the middle of a sale are not exactly the way the entrepreneurial Partovis envisioned it was going to go for iLike (see my various video interview related to iLike below) when they created the compelling music sharing and recommendation service in 2006.

After only a few years, the innovative start-up claims it has 50 million registered users overall.

A lot of that growth was due to iLike quickly becoming one of the most popular widgets on social networking sites like Facebook, where it has also been the top music application, with 10 million active monthly users.

The Partovis–who once were close with execs at Facebook (see my party video below), particularly founder and CEO Mark Zuckerberg–placed great faith in its growth lifting all Web 2.0 boats.

It did not turn out that way, though, especially from the important financial point of view, and iLike scrambled to diversify.

The iLike service recently began offering a music downloading service, for example, as well as other such features, all of which would be attractive to the music-centric focus at MySpace.

Once an Internet sensation, MySpace has been struggling to restructure itself after losing momentum and buzz in recent years, as well as a huge advertising revenue drop in its most recent quarter.

Its owner, News Corp. (NWS), replaced its founders with new management four months ago, including former Facebook exec Owen Van Natta as CEO.

After making major staff layoffs and rejiggering management, Van Natta and his new team have been working on an overhaul of the MySpace product and seem to be refocusing it to become a global music and entertainment service.

MySpace also has a joint venture with major music labels, MySpace Music, which has been trying to attract consumers and build a viable business. Sources said MySpace Music could also buy into the iLike deal or simply license its technology to improve its features.

Thus, purchasing iLike would fit in well with MySpace’s overall plans.

And iLike has also been in need of a fix itself.

For all its popularity, especially on Facebook, it has moved slowly toward profitabilty, and its $17 million in funding has been dwindling, as has its viability as a standalone company.

Back in more frothy Web 2.0 days, iLike’s generous funding gave it a valuation of more than $50 million, which has also lost steam over time and as the economy has worsened.

In the last quarter of fiscal 2008, for example, Ticketmaster wrote down its $13 million investment by $6 million.

Tensions between its execs and iLike have gotten worse over time, although some thought at one time that Ticketmaster would buy iLike.

No longer, which is why the founders turned to Allen & Co., as MediaMemo reported as far back as November, to find another big investor or buyer.

Wrote Peter Kafka: “Delivering free music on the Web has so far proven to be a high-cost, low-revenue endeavor…”

So, the New York deal-making firm ginned up a small group of suitors, which included Facebook, Activision Blizzard (ATVI) and Microsoft (MSFT), as well as MySpace.

Of the three, Activision was most serious, with interest in integrating iLike’s community and technology tools with its Guitar Hero franchise.

But Activision never actually made a formal bid, said sources.

Both Microsoft and Facebook also considered the purchase, but sources said they would only offer stock in a deal. But iLike wanted cash in the deal.

The Partovis were also was wary about working at either place.

Both Partovis, for example, had worked at Microsoft (Ali after selling it LinkExchange in 1998 for $265 million; Hadi several times, once following Microsoft’s acquisition of Tellme Networks, which he co-founded).

As it has turned out, in its short life, iLike’s last, best alternative is apparently MySpace.

“Look, iLike has been shopped around for a while, and while the team and technology are great, it only has one choice and that’s to be sold,” said one person involved in the various scenarios. “The question for the buyer then is whether it was worth it to pay up or just move on and do it ourselves.”

So until the bean counters settle this IRS nightmare, here is my video interview with Hadi Partovi about a year ago at iLike’s HQ in the Capitol Hill section of Seattle, when times were a little more hopeful:

And here is a very dark and very shaky video I did when iLike threw a fete in Silicon Valley to celebrate its start-up two years ago and to send some appreciation in Facebook’s direction–it is so dated that Facebook COO Sheryl Sandberg, who is in the video, is still at Google (GOOG).

(Full Disclosure: News Corp. also owns Dow Jones, which owns this site.)

]]> http://allthingsd.com/20090817/sale-of-ilike-to-myspace-135-million-in-cash-6-million-for-talent-retention-delayed-over-tax-issues-reallyplus-the-list-of-other-suitors/feed/ 4 http://allthingsd.com/20090710/digital-musical-chairs-at-myspace-and-fim-keeps-going-and-going-and-going/ http://allthingsd.com/20090710/digital-musical-chairs-at-myspace-and-fim-keeps-going-and-going-and-going/#comments Fri, 10 Jul 2009 12:23:00 +0000 Kara Swisher http://kara.allthingsd.com/?p=15662 As BoomTown previously reported, there have been a lot of exec moves at Fox Interactive Media and its MySpace unit, which seem to be continuing.

Especially departures, it seems, as the massive restructuring of the digital units of News Corp. (NWS) keeps shaking out.

Top engineer Max Engel (pictured here), who ran the social networking site’s open initiatives, for example, is leaving to join the new stealth start-up being helmed by ex-MySpace employees, including former COO Amit Kapur.

In a blog post on his Web site yesterday, titled “Farewell, MySpace…,” Engel did not say where he was headed, but noted:

“While MySpace presented opportunities through their scale and reach, I’ve spent the past 3 years at large companies, and now I’m ready to go small and give the startup life a try.”

In addition, while I was poking around on this story, sources also told me that there are more higher-level departures in the works, including those whom the new team of execs at Beverly Hills, Calif.-based MySpace had kept in place, despite a recent round of layoffs.

Those execs include Tom Andrus (pictured here), who was a key product exec in the last regime at MySpace, sources said, but is poised to go. His former charge was as SVP of product management under MySpace co-founder Tom Anderson.

While Anderson remains at MySpace, his role has been changed and product is now headed by Jason Hirschhorn, and Andrus reportedly decided recently that he did not want to stay at the company in a lesser role.

Andrus is also listed as a developer at Gray Ghost Ventures on LinkedIn.

In the longer term, sources said it is also likely that once he completes the work to downsize MySpace’s international operations–which were cut drastically–its head, Travis Katz (pictured here), will move on in the fall.

While some thought he would leave during MySpace’s international layoffs several weeks ago, he did not, given all the work involved in closing down a lot of operations there after 67 percent the staff abroad was cut.

Katz, sources said, is preparing to move to California in the next several weeks and is interested in working for a start-up, after many years at News Corp.

Lastly, on the goodbye train, is MySpace Music’s SVP Strategy and Global Marketing, Jamie Kantrowitz (pictured here).

She had previously worked as a top exec in MySpace’s international business.

Not everyone is bidding adieu, though, although they are moving chairs.

Dan Fawcett (pictured here), president of Fox Digital Media, is likely to be moving to work with News Corp. digital head Jon Miller as his general counsel and right-hand man at the Fox Interactive Media division.

The former GC, Mike Angus, has moved to FIM’s Fox Audience Network, run by Adam Bain.

FIM, of course, is being rejiggered into a new smaller unit, as I previously reported, and is likely to be renamed simply the Digital Media Group.

(Full disclosure: FIM is owned by News Corp., which also owns Dow Jones–owner of this site.)

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