Long before social media algorithms curated your music preferences, Quebec culture had a different trendsetter: MusiquePlus.
Do you recall the iconic glass studio at Ste-Catherine and Bleury in Montreal? The throngs of excited fans outside, the charismatic VJs on your TV screen, and the music videos that influenced your CD collection selection?
Well, brace yourself for a wave of nostalgia. The once-popular TV channel is making a comeback in a fresh avatar as an influencer. TikTok has announced a collaboration with MusiquePlus to revive the brand, exclusively on the app.
In its inaugural video unveiling the news, MusiquePlus declared, “New generation, same DNA,” in French. This move mirrors the strategy of its counterpart, MuchMusic, which transitioned to a digital-first network on TikTok in 2021 and has since amassed over five million followers on the platform.
As per a press release, the channel’s revival will introduce a new cadre of VJs and creators, emphasizing music, culture, and entertainment to amplify Quebec’s creative voices in an immersive experience.
The objective is to replicate its original mission of showcasing the French-speaking music scene but tailored for a contemporary audience. Launched in 1986, the French-language music channel served as a launchpad for budding local artists.
Renowned Quebec personalities like Véronique Cloutier, Geneviève Borne, Anne-Marie Withenshaw, Claude Rajotte, and Sonia Benezra rose to fame through MusiquePlus. Notably, the channel broadcasted the debut of Celine Dion’s first English album, “Unison,” in 1990.
Following its discontinuation in 2019 and replacement with another channel called Elle Fictions, the resurgence of MusiquePlus aims to tap into collective memories and empower local talent and culture, as stated by Maxime Rémillard, president of Remstar Media, one of the entities spearheading the relaunch.
TikTok’s selection as the platform for the revival aligns with its significant influence in the music industry. Canadian artists such as Tate McRae, bbno$, and the Beaches achieved breakthrough success through viral TikTok exposure.
The app has evolved into a pivotal space for artists to preview and promote their music. Hits like McRae’s “You Broke Me First” and the Beaches’ “Blame Brett” gained immense popularity after going viral on TikTok.
While TikTok has been instrumental in propelling artists to stardom, some have criticized the industry’s heavy reliance on the platform. Pop star Halsey, in a since-deleted 2022 video, raised concerns about labels withholding new music releases without a corresponding TikTok campaign.
The content for MusiquePlus’s revival is being crafted by Quebec-based production companies Attraction, Motion Entertainment (a division of WPP Media), and Remstar. The new VJs, aged 20 to 35, with a strong social media presence, will be unveiled upon the page’s launch on June 11.
The goal is to pay homage to MusiquePlus’s legacy while catering to the interests of a new generation reclaiming the brand, as highlighted by Julie Normandin, vice-president of development and creation at Attraction. Richard Jean-Baptiste, executive producer and vice-president of innovation and business development at Attraction, emphasized that the new VJs understand the platform’s nuances, tone, and style due to their existing presence on social media, particularly TikTok.
This strategic partnership between MusiquePlus and TikTok underscores the evolving landscape of music consumption and promotion, with a nod to the past and a vision for the future.
