Whereas the previous three posts re-named phenomena to better fit with their actual roles in the Expectations society, this one requires no such re-naming.  Myspace needs no adjustment to the Expectations society, it is very much a part of it, even one of its many drivers.

For one, it is the home of famous and infamous blogarazzi. It was on myspace that Burger King employee “Mr. Unstable” Tim Tackett enjoyed his birthday bath in the local branch’s kitchen sink, and where Arlington, Oregon, mayor Carmen Kontur-Gronquist posted her black lingerie fire truck posing routine, before they both got fired.

But on a lighter note (at least to the people in the spotlight), myspace is also the home of music expectities all over the world. Even “Mr. Unstable” managed to get his misantrophic songs heard. In the last couple of years, the music industry has gravitated towards myspace, where singer, rappers and music groups have posted their music and reached ever increasing numbers of eyes and ears across the globe. Myspace has gone from being a music talent nursery where record companies scout the next idols, to a direct record company competitor, where people prefer to listen to the new talents directly, before they make it big with the record companies. That is, when the talents are still expectities rather than traditional, “have become”, music artists. Everybody wants to have a peak at what’s coming, celebrating the brilliant futures of the next great acts.

No surprise, traditional “have become” music artists turn to myspace as well, striving to achieve expectity status by posting raw cuts and trailers of their coming work.

And turning full circle, this fall now sees the launch of “myspace music” (in cooperation with the major record labels), the direct vendor of expectity music.