As a kid growing up in the late 90s, rushing home to watch MuchMusic after school was the highlight of my day. Iconic VJs like George Stromboulopoulos, Leah Miller, and Matte Babel helped make music — and music videos — accessible to the youth of the day. Before the days of Apple Music, Spotify and YouTube, if you wanted to see the latest in Canadian music, you were watching MuchMusic.
Thinking back, the iconic pop-culture brand actually played a much larger role in Millennial childhood than we realize. How many of us danced with our first crush at a MuchMusic Dance Party, or saw our favourite artist perform outside the Queen St. West studio? Or even owned a MuchDance CD? And if you were lucky enough to score a wristband for the MuchMusic Video Awards, it was sure to be a night you’d never forget.
The New and Improved
Having thrived during the age of music videos in the 80s and 90s, and adapted to include a wider range of programs into the 2000s. It was in the mid-2010s when MuchMusic really took a turn for the worse as social media platforms continued to draw viewers away from traditional media outlets. Now, almost 10 years later, the new and improved MuchMusic has found a new home, new VJs, and a new generation of music lovers to educate.
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MuchMusic is set to launch exclusively on TikTok and other social media platforms on July 7th, 2021. Iconic shows such as VIDEO ON TRIAL, INTIMATE AND INTERACTIVE, MUCHMUSIC SPOTLIGHT and others will also be returning to their new home on TikTok.
“Culture starts on TikTok, from music and trends to artists being discovered and rediscovered, so there’s an obvious synergy between TikTok and MuchMusic for the relaunch of this iconic institution,” said Adam Burchill, Head of Music, TikTok Canada. “MuchMusic has played an essential part in shaping the musical landscape for generations. 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 MM to a new generation of fans not just in Canada, but around the world.”
With a new era of MuchMusic, comes a new generation of VJs to host their multitude of pop-culture shows. While they have yet to announce the new roster of VJs, I’m sure it will be quite the lineup of creatives and on-screen talent. After all, the VJs were always the heart and soul of the brand, making different artists and genres of music accessible to a wider range of audiences.
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“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 Stewart Johnston, Senior Vice-President, Sales & Sports, Bell Media. “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.”
The Countdown is On
Let the countdown to July 7th officially begin! Although we patiently await more information on VJs and MuchMusic programs, we can’t help but get excited for the return of Canada’s most influential pop-culture brand.
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