Chris DeWolfe Reflects on the Lost Joy of Social Media as New Documentary Takes the Spotlight
MySpace Documentary Explores the Rise and Fall of a Social Media Pioneer
Toronto, ON—The social media landscape underwent a revolution with the launch of MySpace in 2003, a platform where users connected over music and personal expression. The story of this iconic site, which was acquired by Rupert Murdoch’s News Corp in 2005, is the focus of MySpace, a new documentary directed by Tommy Avallone and produced by Gunpowder & Sky.
The film premiered today at the HotDocs festival and delves into how MySpace not only shaped online interaction but also launched the careers of numerous artists, including Katy Perry, Taylor Swift, and influencers like Jeffree Star and Tila Tequila. MySpace introduced features such as the Top 8 friendships, which became emblematic of its unique social connection style.
Founded by Tom Anderson—known to many as their "first friend"—and Chris DeWolfe, MySpace broke barriers in a way that no other platform had achieved before. DeWolfe described the period as “wild,” acknowledging the intense attention that accompanied creating the largest website in the world within a short timeframe. “Most people settle into that over a 20-year time period, and it all happened to me in probably less than six months to a year,” he explained.
DeWolfe reminisced about MySpace’s “serendipity” that he feels is challenging to replicate today. He highlighted the organic discovery of music and friendships, contrasting it with today’s algorithm-driven platforms. “You were able to share those feelings or empathy, and that doesn’t really happen today,” he said.
In retrospect, DeWolfe reflected on untapped possibilities, including discussions of a potential partnership between MySpace and Facebook. “There’s a lot of what-ifs,” he said, pondering the impact of acquiring Facebook before the News Corp acquisition. He noted, however, that MySpace and Facebook began with very different visions.
Looking back, DeWolfe expressed regret over selling MySpace to News Corp for $580 million. While he appreciates the lessons learned under Murdoch’s leadership, he recognized that the rapid changes imposed on the company may have hindered its growth. He suggested that with more autonomy, MySpace could have continued to thrive.
Murdoch’s ambitions for MySpace included aggressive advertising revenue targets, aiming for $1 billion by the end of 2008—an objective that differed from the more gradual monetization strategies of platforms like Facebook and YouTube.
DeWolfe also compared MySpace’s situation to current dynamics in the AI sector, questioning when the right time to monetize a platform truly is. He recalled the impact of user-generated content on MySpace, which laid the groundwork for future platforms like YouTube.
Produced in collaboration with The Documentary Group, the documentary stemmed from Toffler’s long-standing relationship with DeWolfe and a desire to tell the MySpace story. DeWolfe was initially hesitant, as he has since founded the successful video game company Jam City.
Reflecting on his past, DeWolfe admits that MySpace shaped the evolution of social networks and the influencer economy. “My MySpace memories will always be huge,” he stated, acknowledging the platform’s significant cultural footprint.
As the documentary illustrates, MySpace’s rise brought numerous celebrities to its offices, forging unique connections that community members remember fondly. DeWolfe mused, “You kind of forget about those things… It’s fun to reminisce, but yeah, for like five minutes.”
The documentary serves as a poignant reminder of MySpace’s trajectory, capturing both its highs and the lessons learned from its eventual decline.
