It is imperative to obtain the right culture media for your intended cellular use. Several factors in culture media transcend specific cellular needs and are ubiquitous to all cell culture. These include a buffering system to regulate pH, osmotic balance regulators like inorganic salts, nutrients in the form of amino acids, glucose, vitamins, hormones, serum, growth factors and attachment factors.
Different cell types have particular growth requirements. MSC culture medium has a specific mixture of supplements and growth factors that support the expansion of undifferentiated MSCs. It has been posed that a combination of cytokines and growth factors present in fetal bovine serum (FBS) stimulate the proliferation of MSCs. Likewise, the media you decide to use for differentiation of MSCs will also depend on the intended targeted cell lineage. 
Arora M. Cell Culture Media: A Review. MATER METHODS. 2013;3. doi:10.13070/mm.en.3.175