MuchMusic Is Coming Back
But it's returning as a "digital-first network" on TikTok
Published Jun 10, 2021MuchMusic is back. Bell Media has announced the return of the beloved brand, which will return on July 7 as what a press release calls a "content-driven digital-first network."
However, MuchMusic is aiming squarely on a Gen Z market, as Bell announced the relaunch on TikTok, and a press release says that the "youth brand" will highlight "creator-driven content." The new platform will be "available 24/7 exclusively across TikTok and multiple social media platforms," according to a press release.
So by the looks of things, don't expect the relaunched MuchMusic to be back on your TV set anymore. However, you can expect the return of some old faves like Video on Trial, Intimate and Interactive, and MuchMusic Spotlight. Full programming — along with details about VJs, on-screen personalities and digital creators — has yet to be announced. That's the new MuchMusic logo above.
"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 exec Stewart Johnston in a statement. "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."
MuchMusic launched in 1984, but rebranded as Much in 2013 as it downplayed music content. It never actually shut down, but its pop culture relevance has sharply declined.