One of Canada’s most influential pop-culture brands, MuchMusic, is teaming up with TikTok to reintroduce the iconic brand to a new generation of music fans. Returning on July 7, the revival will include the classic series VIDEO ON TRIAL, INTIMATE AND INTERACTIVE, and MUCHMUSIC SPOTLIGHT of which will live on TikTok at @Much.
“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.”
As the platform for discovering groundbreaking music content and rediscovering old favourites, TikTok is a natural partner for the all-new MuchMusic. From artist-hosted tentpole events to live performances, expect fresh content every week featuring some of today’s most followed and groundbreaking digital creators, Much Studios personalities, and soon-to-be introduced VJs who will launch, produce, and define MuchMusic for a new era across multiple social media platforms.
“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.”
A new team of VJs will be announced at a later date, which will include a uniquely talented and diverse set of TikTok creators. Viewers can also expect appearances by their favourite Much Studios personalities through new productions.