MuchMusic is relaunching as a TikTok channel
One of the most influential defunct Canadian television networks of all time is set to relaunch next month after eight years of living exclusively in the memories of elder millennial and Gen-X music fans — but you won't be able to watch it on TV.
The terrible moment on July 7, 2021 when dawn breaks over the muchmusic HQ and they hear the roar of thousands of fortysomethings, fully vaxxed, wearing ancient mod robes and gyrating terribly in the street in an impromptu Electric Circus revival— jump for my love (lockdown) (@JodiesJumpsuit) June 10, 2021
Featuring all-new personalities and "creators," the new MuchMusic will be launched in partnership with TikTok on July 7. Bell says the venture will build on "the brand's legacy for delivering the most relevant youth content, available 24/7 exclusively across TikTok and multiple social media platforms."
Full programming details have yet to be announced, but a release issued Thursday says that we can expect everything from "artist-hosted tent-pole events to live performances."
More exciting for those of who grew up on MuchMusic, TikTok will become home for the relaunch of several iconic old shows including Video on Trial, MuchMusic Spotlight and Intimate and Interactive.
No word yet on where the latter show will be filmed, or if fans will once again be able to crowd around the open studio doors at 299 Queen Street West to get a glimpse of their favourite artists.
"With hosts and creators that speak directly to Gen Z and younger Millennials, the all-new multiplatform MuchMusic stays true to its spirit as a seminal brand with an authentic voice," said Bell Media SVP Stewart Johnston in the release announcing MuchMusic's return.
"Tailor made for today's always on youth audience, MuchMusic doubles down as the essential destination for music and pop culture content. We are so thrilled to offer up an unbeatable lineup of opportunities for our clients."
this logo is very bad but if they bring back muchmusic countdowns/video on trial i will cry happy tears https://t.co/UHDmTpOifk— clarissa! (@quinnsedgework) June 10, 2021
Reaction to the news online has been mixed — most poignantly in relation to the former CHUM station's new, flattened out logo, which many people hate.
Originally launched by Toronto media visionary Moses Znaimer back in 1984, MuchMusic has seen many iterations over the years through changes in ownership and shifts in general music consumption habits.
The brand, once known as the place to watch music videos all day long (before YouTube), met its demise in 2013, going from the pop culture-forward "MuchMusic" to a station called "Much" that mostly just airs reruns of sitcoms like Seinfeld, South Park and The Simpsons.
It is not yet clear if the current Much TV station will still serve up binge fodder in the form of old MTV shows and Just For Laughs specials, but the MuchMusic brand will live exclusively on digital platforms moving forward.
MuchMusic VJ Search submissions: Then vs Now. pic.twitter.com/hBPB3vAmIH— 𝙙𝙖𝙧𝙧𝙚𝙣 (@darren_fm) June 10, 2021
"Always on and always connected, the reinvigorated MuchMusic delivers programming that resonates with youth audiences, with content driven by a new team of VJs, creators, and Much Studios personalities," reads the release from Bell.
"The soon-to-be-introduced lineup of uniquely talented and diverse VJs is poised to launch, produce, and define MuchMusic for a new era across multiple social media platforms."
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