MySpace is making its relaunch as a social discovery service for musicians, artists and creative types "official" with a new iPhone app, the removal of the "beta" label from its revamped website and its first TV commercials.
The 30-second spots -- edits of the 90-second clip you see here -- will begin airing tonight on Comedy Central, MTV, MTV2, Fuse, BET, Adult Swim and ESPN as part of a seven-week broadcast and cable campaign, a Myspace spokeswoman said. They will also appear Thursday during Game 4 of the NBA Finals.
The TV buy is part of a broader $20 million campaign that includes radio and digital media as well, a spokesman said. MySpace owner Specific Media, which developed the spot in-house, is also having the celebrities who appear in it distribute the original 90-second cut in their social feeds.
The 25 youthfully exuberant featured artists include Pharrell, Ciara, Mac Miller, Riff Raff, Erin Wasson, Chance the Rapper and Hit-Boy. Justin Timberlake, who has an ownership stake in Specific Media, does not appear.