Now, though, the 28-year-old, whose previous job was media strategist at Rock the Vote during the 2004 presidential election, is focused on keeping members engaged. The types of events Ms. Kantrowitz initiates on the 2-year-old site to create buzz and stickiness include the debut of NBC's comedy "The Office."
But music provides the hip undercurrent on MySpace, and sealing relationships with major labels and indies alike is Ms. Kantrowitz's specialty. Her results? Half a million bands have profiles on the site. Musical groups have launched their albums on MySpace then hit the store shelves at the top of the chart. Nine Inch Nails came out No. 1 on the Billboard Top 200 Debut, as did Audioslave, according to MySpace.
"The marketing mission is that we are driving our brand, keeping it authentic," she says.