Long before algorithms dictated your music choices, Quebec culture was shaped by MusiquePlus. Remember the iconic glass studio at Ste-Catherine and Bleury in Montreal? The enthusiastic fans outside, the charismatic VJs on your TV screen, and the music videos that influenced your CD collection? Well, get ready for a wave of nostalgia. The once-beloved TV channel is making a comeback in a fresh format as a trendsetter. TikTok has announced a partnership with MusiquePlus to revive the brand exclusively on the app.
In a debut video, MusiquePlus declared, “New generation, same DNA.” This move mirrors the strategy of its counterpart MuchMusic, which successfully transitioned to TikTok in 2021, amassing over five million followers. The revived MusiquePlus aims to feature a new wave of VJs and creators, emphasizing music, culture, and entertainment to amplify the voices of Quebec’s creative community.
The French-language music channel, which originated in 1986, originally served as a launchpad for emerging local artists. Notable Quebec stars such as Véronique Cloutier, Geneviève Borne, Anne-Marie Withenshaw, Claude Rajotte, and Sonia Benezra gained recognition through the channel. MusiquePlus also broadcasted the debut of Celine Dion’s first English album, “Unison,” in 1990. After being replaced in 2019 by another channel, Elle Fictions, MusiquePlus is now set for a revival.
Maxime Rémillard, president of Remstar Media, one of the companies involved in the relaunch, highlighted the significance of MusiquePlus in the collective memory of Quebec. The decision to choose TikTok for the revival aligns with the platform’s growing influence in the music industry. Canadian artists like Tate McRae, bbno$, and the Beaches have leveraged TikTok to achieve breakthrough success with their music.
The content for MusiquePlus’s revival is being produced by Quebec-based production company Attraction, Motion Entertainment (a division of WPP Media), and Remstar. The new VJs, aged 20 to 35, will be unveiled upon the page’s launch on June 11. These individuals, already active on social media platforms, particularly TikTok, will bring a fresh perspective to the brand while honoring its legacy.