Long before algorithms guided your music choices, Quebec culture was shaped by MusiquePlus. 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? Well, get ready for a wave of nostalgia. The once-beloved TV channel is making a comeback in a new format as an influencer through a partnership with TikTok.
In its initial video announcement, MusiquePlus stated, “New generation, same DNA,” highlighting its return on TikTok. This move mirrors the strategy of its sister channel MuchMusic, which successfully transitioned to TikTok in 2021 and now boasts over five million followers on the platform.
The revived channel aims to showcase a fresh lineup of VJs and content creators, emphasizing music, culture, and entertainment to amplify Quebec’s creative voices. Its mission is to replicate its past success of spotlighting the French-speaking music scene, this time catering to a new generation of music enthusiasts.
Originally launched in 1986, MusiquePlus served as a launching pad for emerging local artists in Quebec. Notable stars like Véronique Cloutier, Geneviève Borne, Anne-Marie Withenshaw, Claude Rajotte, and Sonia Benezra all gained prominence through the channel. The network even aired the debut of Celine Dion’s first English album, “Unison,” in 1990.
After being discontinued in 2019 and replaced by another channel called Elle Fictions, the decision to revive MusiquePlus was driven by a desire to honor its legacy and provide a platform for local talent and culture, according to Maxime Rémillard, president of Remstar Media, one of the entities behind the relaunch.
The selection of TikTok as the platform for the channel’s resurgence aligns with the app’s significant influence in the music industry. Canadian artists such as Tate McRae, bbno$, and the Beaches have all experienced breakthrough success through TikTok, leveraging the platform to promote their music and engage with fans.
As MusiquePlus gears up for its comeback, content production is being overseen by Quebec-based companies Attraction, Motion Entertainment (a division of WPP Media), and Remstar. The new generation of VJs, aged 20 to 35, will be unveiled upon the page’s launch on June 11, bringing a fresh perspective to the brand while paying homage to its iconic past.
