MySpace is the acclaimed social networking site that the kids just love. It’s grown very quickly and, more importantly, seems to have gained real traction with the audience, everyone’s got a profile.

Its movement from underground hit to mainstream star happened initially with its purchase by NewsCorp for a mere $580m, since then everyone’s getting a profile to connct with the kids. Latest band-wagon jumper is Radio 1 saviour Chris Moyles.

Robert Hamman and Simon Waldman pick up on some of the negatives, but what I think is interesting is the way he’s done it compared to most others. Like most things that Chris does, it seems completely spontaneous, but I would wager it’s actually been very cleverly structured. Most mainstream-media that have jumped on board are merely going for the “add-me and then I appear to your friends and look cool!” approach. What Moyles has cleverly done is actively reject people who want to be his friend.

This morning he did a few riffs stating that “i’m only adding fit birds unless you give me a good reason”. I think this is very clever as it creates active demand for listeners wanting to be a friend and if they get through it brings them closer to the show and increases loyalty.

The fact that he’s only adding “fit girls” is also quite clever. Firstly it is consistent with the Moyles brand, but secondly it targets the part of the audience he is weakest with. Contrary to popular opinion, girls do listen to the show, but the ones that don’t will probably be the toughest resisters, the hardest to make tune in to the show. By building up a large community of female listeners he’ll begin to change this perception, or at least prompt this audience to trial his show.