Jun 14, 2013 11:07AM

Watch: Ryan McGinley Directs Myspace Campaign ft. Pharell, Sky Ferreira, Erin Wasson, RiFF RAFF, Iggy Azalea & More

To coincide with the site's global relaunch.
Ryan McGinley & RiFF RAFF behind-the-scenes. Photo courtesy of Myspace

Last year emo petri dish MySpace announced that it would be relaunching as Myspace. Under the partial guidance of minority owner/suave bastard Justin Timberlake, the use of a lower case 's' wasn't the only thing set to change in the site's second coming. 

Building on MySpace's original success of being one of the first online music streaming services and artist communities, the new Myspace taps into this and is all about the music, man. It's been redesigned, borrowing aesthetic elements from Tumblr, to facilitate music discovery and provide analytical data to artist's about those who listen to their music.

Yesterday Myspace officially relaunched to the public with a few new noticeable features including an iOS app that has a GIF maker, and a user-generated radio station, MyRadio.

While MySpace was once the height of cool (don't worry, everyone was a weiner in 2004), a mass migration to Facebook made it a cringeworthy corner of cyberspace. RIP Tila Tequila. In the hopes of appealing to a mid-20's, creative industry-type audience, Myspace has invested $20 million in an ad campaign. Longtime Vice contributor and New York icon Ryan McGinley is an unlikely director for the TVC, which features an even more unlikely cast made up of musicians including Pharrell, Odd Future's Lucas Vercetti, Mac Miller, Schoolboy Q, RiFF RAFF, Sky Ferreira, DIIV, Ciara, Iggy Azalea, Charli XCX, along with Erin Wasson, and Into The Gloss' Emily Weiss.

Although it includes all the hallmarks of 'youth culture' — rock and roll horns, skateboarding, smashing guitars, making out — it could kind of be an ad for anything.

With Facebook's general fuckedness, it will be interesting to see if those mid-20's, creative industry-types do end up moving to Myspace (as an hilarious aside, Myspace is actually on Facebook).

Ingrid Kesa

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