Long before personalized recommendations flooded your social media feed, Quebec culture was influenced by MusiquePlus. Remember the iconic glass studio at the corner of Ste-Catherine and Bleury in Montreal? The enthusiastic crowds of fans, the charismatic VJs on your cable screen, and the music videos that determined what you listened to on your CD player?
Well, get ready for a wave of nostalgia. The once-popular TV channel is making a comeback in a new form of influence. TikTok has announced a partnership with MusiquePlus to revive the brand exclusively on the app.
In their first video announcing the news, MusiquePlus stated, “New generation, same DNA,” aiming to recapture the essence of its past success. This move mirrors MuchMusic, its sister channel, which successfully transitioned to TikTok in 2021, amassing over five million followers on the platform.
According to a press release, the channel’s revival will feature a fresh lineup of VJs and creators, focusing on showcasing music, culture, and entertainment to amplify Quebec’s creative voices. The goal is to shine a spotlight on the French-speaking music scene for a new generation of listeners.
Originally launched in 1986, the French-language music channel served as a launchpad for local emerging artists. Notable Quebec stars like Véronique Cloutier, Geneviève Borne, Anne-Marie Withenshaw, Claude Rajotte, and Sonia Benezra all found fame through MusiquePlus. The channel even aired the debut of Celine Dion’s first English language album, “Unison,” in 1990.
After being discontinued in 2019 and replaced by another channel called Elle Fictions, the revival of MusiquePlus is seen as a nod to the collective memory of the audience. Maxime Rémillard, president of Remstar Media, one of the companies behind the relaunch, expressed excitement about reviving the channel to empower local talent and culture.
The decision to relaunch MusiquePlus on TikTok aligns with the app’s significant influence in the music industry. Canadian artists like Tate McRae, bbno$, and the Beaches have all experienced breakthrough success through the platform, with viral hits and millions of views.
Content for MusiquePlus’s revival is being developed in collaboration with Quebec-based production company Attraction, Motion Entertainment, and Remstar. The new VJs, ranging from 20 to 35 years old, will be unveiled when the page goes live on June 11. These VJs, already active on social media platforms like TikTok, aim to bring a fresh perspective to the brand and engage with the interests of the new generation.
In summary, the relaunch of MusiquePlus on TikTok signifies a revival of a cultural icon with a new vision for engaging audiences and promoting local talent in Quebec.