Justin Timberlake has just been named Bud Light Platinum's new creative director. ""Partnering with Justin as he makes his return to music brings a new level of relevance and credibility to the brand," Anheuser-Busch said in a statement. But Bud Light is not the only brand the has given Timberlake a creative exec title. The relaunched MySpace is also part of the singer/actor's advisory portfolio.
Thus far, the new MySpace, which featured Timberlake prominently in its launch, has failed to gain much traction. "When MySpace finally started letting people in to experience the new site, we all realized the same thing. While it’s neat, it’s not easy to use and doesn’t feel like it’s worth rebuilding a social graph again," wrote Brenden Mulligan, who founded and sold ArtistData and recently launched OneSheet.
And because the new MySpace does not link to an artist's previous MySpace fans, every act and fan is building their network from scratch. As of last week, Timberlake, MySpace's own creative director and partner, had just 50,000 fans on the new site. On the old MySpace, Timberlake has 1.5 million followers.
Despite his early failure to re-ignite MySpace, the beer brand is bullish on their new partnership. "Justin Timberlake is one of the greatest creative minds in the entertainment industry, and his insights will help us further define Bud Light Platinum's identity in the lifestyle space," Paul Chibe, VP of Anheuser-Busch's U.S. marketing, said in a statement.
In fiarness, Timberlake has proven to be one of music's more adept and early adopters of social media and digital marketing tools. Whether or not he or other celebrity 'creative director' can help Bud or any brand more than he has failed to for MySpace remains an open question.