Long before social media algorithms guided your music choices, MusiquePlus was the trendsetter in Quebec’s cultural scene. Remember the iconic glass studio at Ste-Catherine and Bleury in Montreal? The enthusiastic crowds outside, the charismatic VJs on your television screen, and the music videos that determined what you played on your CD player?
Well, get ready for a wave of nostalgia. The once-beloved TV channel is making a comeback with a fresh twist. TikTok has announced a partnership with MusiquePlus to reintroduce the brand, exclusively on the app.
In its inaugural video unveiling the news, MusiquePlus declared, “New generation, same DNA.” This move mirrors the strategy of its sibling channel, MuchMusic, which established a presence on TikTok in 2021 and has since amassed over five million followers on the platform.
According to a press release, the channel’s rebirth will feature a new cohort of VJs and creators, emphasizing music, culture, and entertainment to amplify the creative voices of Quebec. It aims to revive its original mission of showcasing the French-speaking music scene, catering to a modern audience.
Originating in 1986, the French-language music channel served as a launchpad for budding local talents. Notable Quebec stars like Véronique Cloutier, Geneviève Borne, Anne-Marie Withenshaw, Claude Rajotte, and Sonia Benezra rose to fame through the channel. MusiquePlus also aired the debut of Celine Dion’s first English-language album, “Unison,” in 1990.
In 2019, the channel was discontinued and replaced by another network called Elle Fictions. Maxime Rémillard, president of Remstar Media, one of the entities behind the relaunch, expressed that MusiquePlus holds a special place in collective memory and reviving it provides a platform for local talent and culture.
TikTok’s selection as the platform for the revival aligns with the app’s significant influence in the music industry. Canadian artists such as Tate McRae, bbno$, and the Beaches achieved breakthrough success through their presence on TikTok. The app has become a vital space for artists to preview and promote their music, with songs like McRae’s “You Broke Me First” and the Beaches’ “Blame Brett” gaining viral traction.
While TikTok has been instrumental in the success of many artists, there have been criticisms from some in the industry. Pop star Halsey, in a now-deleted video from 2022, raised concerns about labels prioritizing TikTok campaigns over releasing new music.
The content for MusiquePlus’s revival is being crafted by Quebec-based production company Attraction, Motion Entertainment (a division of WPP Media), and Remstar. The upcoming VJs, aged 20 to 35, will be unveiled upon the page’s launch on June 11. These hosts, already active on social media platforms like TikTok, aim to bring a fresh perspective while paying homage to the channel’s legacy.