MySpace in Israeli Space

October 15, 2007 at 9:44 am | In Advertising & Media, Business & Finance, Face to Face, Pop Culture |

In an effort to shamelessly self-promote, we’d like to point out a story in the Israeli press (see below) about MySpace making a play for the Israeli market. Yes, we were the first country to have our own MySpace page, and You Tube channel, and blogs, and street interviews, and a You Tube Video Contest, and featured in a men’s mag of questionable morals, and loads of other cool stuff we’re not even going to tell you about (all of which we here at the Consulate created of course), so it’s about time one of these internets giants comes to play in our house.

So until our next totally cool new media branding stunt, here’s the MySpace piece:

From Yedioth:

MySpace, the most popular online networking site, is taking its first steps in Israel. A help wanted ad published by the company read: “MySpace is expanding and will include content suitable for Israelis, such as language and site content.”

MySpace therefore seeking a general manager and content manager for an Israeli branch. Since there are many Israeli users on MySpace and since it’s possible to type in Hebrew on the site, these users have been able to cope with the fact that MySpace is designed for the English language. Now it looks like MySpace intends to directly address its Israeli audience.

MySpace, established in Aug 2003, is considered the fifth most popular site and first most-recognized brand name on the Internet. As of Sept 2007 around 200 million MySpace accounts have been opened and something like 230,000 new accounts are opened each day. Users can set up a mini-site and publish a blog, share pictures, video, music, etc. with friends, join discussion groups, etc. The site was acquired in July 2005 by Rupert Murdoch’s News Corp. for $580mil. It now employs about 300 people, most in the site’s New York office.

MySpace is particularly popular for amateur and cutting-edge music from the US and the world. Israeli artists also participate, including Shlomi Saban (check these English spellings), Eran Tzur and Korin Alel.

One of the reasons for all the site’s popularity in amateur music is the ability of bands to upload four mp3s for other users to listen to online or download. Many beginning artists use the site to spread their work.

Also written in the help wanted ad was that the Israeli branch general manager will be responsible for creating and overseeing content, events and partnerships geared toward Israel in the fields of music, movies, TV, radio, and computer games.

Applicants for the position need at least seven years’ prior experience in the field of promotions and team management experience.

The content manager will be responsible for adapting English content to an Israeli audience (Hebrew etc.). MySpace has not yet decided where in Israel their Israeli branch will be headquartered.

Today, MySpace operates sites in 12 countries besides the US, among them Australia, France, Germany, Japan, Mexico and England. There are a number of social networking sites already operating in Israel including Kafe de Marker, Shocks, Hook, and other sites that stand to be hurt by MySpace’s entry into the Israeli market.