Long before algorithms curated your music, Quebec culture was influenced by MusiquePlus.
Do you remember the iconic glass studio at Ste-Catherine and Bleury in Montreal? The eager fans outside, the charismatic VJs on your TV 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-beloved TV channel is making a comeback with a modern twist. TikTok has revealed its partnership with MusiquePlus to revive the brand exclusively on the app.
“New generation, same DNA,” declared MusiquePlus in its initial video announcement in French.
This revival mirrors the strategy of its sibling channel, MuchMusic, which found a new home on TikTok in 2021, amassing over five million followers on the platform since.
As per a press release, the channel’s revival will introduce a fresh lineup of VJs and creators, focusing on showcasing music, culture, and entertainment to amplify Quebec’s creative talents.
The aim is to revive its original mission — to shine a spotlight on the French-speaking music scene, catering to a new audience.
Established in 1986, the French-language music channel served as a platform for budding local artists.
Notable Quebec stars like Véronique Cloutier, Geneviève Borne, Anne-Marie Withenshaw, Claude Rajotte, and Sonia Benezra all got their start on MusiquePlus.
Moreover, the channel famously aired the debut of Celine Dion’s first English album, “Unison,” in 1990.
In 2019, the channel was discontinued and replaced by another network named Elle Fictions.
“MusiquePlus is ingrained in our shared memories, and this venture presents a perfect opportunity to revive it and empower local talent and culture,” remarked Maxime Rémillard, president of Remstar Media, one of the companies spearheading the relaunch.
TikTok’s Influence in the Music Realm
The decision to relaunch on TikTok aligns with the app’s significant impact on the music industry. Canadian artists like Tate McRae, bbno$, and the Beaches found breakthrough success on the platform.
TikTok has emerged as a pivotal platform for artists to preview and promote their music. For instance, McRae’s “You Broke Me First” went viral on TikTok upon its release in April 2020 and achieved platinum status that same year. Similarly, the Beaches’ hit track “Blame Brett” gained millions of views after going viral in 2023.
However, some artists have raised concerns about the industry’s heavy reliance on the app. Pop star Halsey once posted a now-deleted video in 2022, alleging that their label refused to release a new song without an accompanying TikTok campaign to ensure its virality.
“Everything is marketing. And they are doing this to every artist these days,” expressed Halsey in the video.
Old MusiquePlus References in Posts
The content for MusiquePlus’s revival is being developed by Quebec-based production company Attraction, Motion Entertainment (a division of WPP Media), and Remstar.
“Our objective is to pay homage to MusiquePlus’s heritage. The new VJs themselves were viewers during the channel’s prime years,” mentioned Julie Normandin, vice president of development and creation at Attraction, in an interview with Radio-Canada.
“However, it’s through the lens of a new generation that is reclaiming the brand and wanting to discuss their interests. Our