MuchMusic is coming back – on TikTok

The former Canadian music video network will bring VJs, live music and Video On Trial to your social media feeds

Get ready to relive your childhood. MuchMusic is coming back.

“The nation’s music station,” for all intents and purposes, has been dead for years. Under the ownership of Bell Media, the Canadian TV network gradually scaled back all the music videos, lost all the VJs and killed most of its original content. It’s still there on your TV dial as a zombie channel named just Much, but it mostly plays old episodes of South Park and The Simpsons. Even the MMVAs, the annual Queen West awards show that was the last bastion of the brand, has been on hiatus for the last few years – even before the pandemic.

But according to a press release sent by Bell Media this morning, MuchMusic will be back on July 7.

A collaboration with TikTok, the new MuchMusic will be a “content-driven digital first network.” Much is reviving three of its classic shows – MuchMusic Spotlight, Video On Trial and Intimate And Interactive – but those shows will now be on the “exclusive home” of TikTok.

VJs are also coming back. There will be a “soon-to-be-introduced lineup of uniquely talented and diverse” hosts. There will be “artist-hosted tent-pole events” and live performances.

There have been a number of attempts to revive or build a new version of the MuchMusic. Right now, former sock puppet VJ-turned centrist online commentator Ed the Sock (aka Steven Kerzner) is launching an online music video channel called NewMusicNation that aims to bring back the “spirit” of the old MuchMusic.

But this is a relaunch from the company that owns it. The relaunch is being helmed by the team behind TSN’s BarDown – the sports network’s more online and social-media-friendly brand.

Like Speakers’ Corner, the old anyone-can-say-anything booth that has been revived by Rogers on Citytv, MuchMusic tends to inspire a lot of nostalgia from Canadians remembering the 80s (and 90s and 2000s). But Bell Media’s Stewart Johnston specifically says this will “speak directly to Gen Z and younger Millennials.”

“MuchMusic has played an essential part in shaping the musical landscape for generations,” says Adam Burchill, of TikTok Canada in the release. “Today, TikTok is redefining the way that fans discover and engage with their favourite music and artists, and I’m excited for our platform to bring MuchMusic to a new generation of fans not just in Canada, but around the world.”


Brand Voices

4 responses to “MuchMusic is coming back – on TikTok”

  1. Will they be showing old episodes of Video On Trial? Will they be bringing back Ron Sparks and Debora Digiovanni? Because it the answer is no to either of these I am not interested.

  2. Much music is back no it’s not if it not on the television network back in the day.
    Then who is going to watch and care about
    Sum video network on tic-toc.I really can’t understand that a video channel playing video can’t survive when IAM sure if done right it would.

  3. There is some sort of formatting error in your comments section. I’ve looked at it from a computer and my ipad and the comments are obscured by large grey disc-like images. Please fix so we can read the comments. On an aside, I think it’s a mistake to only target younger Millennials and Gen Z as they don’t tend to stick with anything and it would be surprising if its a success with that market. You’d be better off trying to grab the curiosity and nostalgia of the later Millennials, Gen Y, Gen X, Baby Boomers, and anyone else older than 30. It’s a much bigger market who still like new and old music and tend to be more loyal followers. I miss the original Much Music when it was fun and had great music videos.

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