The documentary MySpace, chronicling the rise of the pioneering social network, premiered at the Hot Docs festival on April 27. Co-founder Chris DeWolfe spoke ahead of the event, reflecting on the site's serendipitous discovery features and regrets over its sale to News Corp. The film, directed by Tommy Avallone and produced by Gunpowder & Sky, highlights how MySpace launched careers including those of Katy Perry and Taylor Swift.
MySpace launched in 2003 by Tom Anderson and Chris DeWolfe, quickly becoming a cultural phenomenon where users customized profiles like dorm rooms, featuring background music and Top 8 friends. DeWolfe told Deadline the platform aimed to let people connect and express themselves, covering art, music, and games. It broke through uniquely, fostering organic discoveries of new bands and connections based on shared interests, rather than algorithms. DeWolfe described this serendipity as nearly impossible to replicate today, contrasting it with modern broadcast-like feeds. The site was acquired by Rupert Murdoch's News Corp in 2005 for $580 million. DeWolfe now regrets the sale, citing insufficient autonomy, rapid expansion into too many areas, and aggressive revenue targets like $1 billion in advertising by 2008. He noted missed opportunities, such as potential mergers with Facebook, and compared pressures to those on early YouTube and current AI firms, which delayed monetization longer. Directed by Tommy Avallone and produced by Van Toffler's Gunpowder & Sky, the film also features producers like Trent Johnson and executives from The Documentary Group. DeWolfe, now CEO of video game company Jam City, served as consulting producer but was initially hesitant, proud yet ready to move on from defining social media innovations like digital music distribution and influencers.