Bell Media has announced it will revive the iconic MuchMusic brand as a TikTok channel, starting July 7, with a focus on drawing in Gen Z and younger Millennials.
Announced Thursday as part of Bell Media’s Upfront presentation, the digital reimagining of the video channel promises to build on MuchMusic’s legacy “for delivering the most relevant youth content” and will be available exclusively on TikTok and social media platforms.
Bell says TikTok is a natural partner for the platform, which will encourage discoverability of both new music and old favourites. The partnership will encompass artist-hosted tent-pole events, live performances, and brand integration opportunities, according to Bell’s release, with segments tied to the original brand, like Video On Trial, Intimate and Interactive and MuchMusic Spotlight, to resurface as part of the launch.
“With hosts and creators that speak directly to Gen Z and younger Millennials, the all-new multi-platform 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 team behind TSN digital brand, BarDown, will drive engagement on the platform and accompanying social media channels, while Bell says a new team of VJs, creators, and Much Studios personalities will be introduced shortly.
“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 MuchMusic to a new generation of fans not just in Canada, but around the world.”
It does not appear that the brand’s musical revival will extend to the Much linear channel, which has seen the slow erosion of music and video content over the years, in favour of programming comedy and reality series, as well as movies.
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