Quebec culture was once shaped by MusiquePlus long before social media algorithms dictated our music choices. Remember the iconic glass studio at Ste-Catherine and Bleury in Montreal? The enthusiastic crowds of fans, the charismatic VJs on your TV screen, and the music videos that influenced your CD collection?
Now, in a wave of nostalgia, MusiquePlus is making a comeback with a modern twist. TikTok has announced a partnership with the brand, revealing that the beloved TV channel is set to relaunch exclusively on the app.
In their initial video announcement, MusiquePlus declared, “New generation, same DNA.” This move mirrors MuchMusic’s successful integration with TikTok in 2021, amassing over five million followers on the platform.
The revived channel aims to feature a fresh lineup of VJs and creators, focusing on showcasing music, culture, and entertainment while amplifying Quebec’s creative voices. It seeks to revive its original mission of spotlighting the French-speaking music scene for a new wave of listeners.
Established in 1986, MusiquePlus served as a launchpad for local emerging artists, propelling talents like Véronique Cloutier, Geneviève Borne, Anne-Marie Withenshaw, Claude Rajotte, and Sonia Benezra to stardom. The channel even aired the debut of Celine Dion’s first English album, “Unison,” in 1990.
After its closure in 2019 and replacement with Elle Fictions, the decision to revive MusiquePlus reflects a desire to honor the channel’s legacy and empower local talent. Maxime Rémillard, president of Remstar Media, expressed enthusiasm for reviving a piece of Quebec’s collective memory.
The choice of TikTok for the relaunch aligns with the app’s increasing influence in the music industry. Canadian artists like Tate McRae, bbno$, and the Beaches have leveraged TikTok to propel their music careers, with viral hits and platinum certifications.
The content for MusiquePlus’s revival is being developed by Quebec-based production company Attraction, Motion Entertainment, and Remstar, aiming to blend nostalgic elements of the past with the fresh perspectives of a new generation. The new VJs, aged 20 to 35, will be unveiled upon the page’s launch on June 11, bringing a mix of social media expertise and a deep understanding of contemporary culture to the platform.
With nods to its iconic past and an eye on the future, MusiquePlus’s return on TikTok promises to reignite the passion for Quebec’s music and cultural scene among a diverse audience.