Goodbye VJs, Hello Vloggers: Here's the Future of MuchMusic
Published May 19, 2015There was a time not too long ago when the long-running Canadian music channel MuchMusic heard your complaints that they no longer play music videos. In response, the network relaunched beloved shows like The Wedge. Ungratefully, none of you seemed to watch it, so The Wedge was eventually cancelled. Now, the network has instead opted to go a completely different direction, appeasing marketers and millennials alike with a newfangled digital initiative.
The Much website (they just go by Much now) has just been relaunched as Much Digital Studios. In place of characters like Rick the Temp or Ed the Sock, the site's now been overrun by 13 YouTube vloggers or, in true marketer speak, "content creators."
These include people with names like Jus Reign, Rayn Magic, Allegra Louise, Shane Cunningham, Mila Victoria and some sort of masked being who goes by the name of Sickick. There's also a group called 4YallEntertainment.
In a press release, Bell Media's Tracey Pearce, who bears the incredibly hip title of senior VP specialty and pay, said, "This is the next natural step in the ongoing evolution of Much.... Much has always inhabited the space our fans live in, evolving our focus to deliver what our current fans want. Short-form digital content is what they want now, and Much Digital Studios is being launched to feed that desire."
In other words, short form digital content is both "bae" and "on fleek."
Much's content creators will create content revolving around the topics of beauty, fashion, lifestyle, comedy, magic and even something called music. For a better idea of just exactly what the hell is going on, check out the new Much site here.