Bell Media confirmed today that one of Canada’s most influential pop-culture brands, MuchMusic, returns July 7 with a new generation of personalities and creators at the helm. Teaming up with TikTok for the official relaunch, the reimaged MuchMusic builds on the brand’s legacy for delivering the most relevant youth content, available 24/7 exclusively across TikTok and multiple social media platforms.
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 tent-pole events to live performances, the partnership provides a multitude of brand integration opportunities under the MuchMusic banner. With full programming details still to be announced, TikTok becomes the exclusive home to iconic MuchMusic series VIDEO ON TRIAL, INTIMATE AND INTERACTIVE, and MUCHMUSIC SPOTLIGHT, fresh content every week, live music, and more.
“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.”
“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.”
Driven by the team behind TSN’s BarDown, the initiative follows the brand’s successful model for creating inventive integrated social media content with high engagement rates. With four of the top five engagement rates on Instagram among Canadian media, the BarDown team regularly ranks among the top engagement rates for any major sports account in North America.
Always on and always connected, the reinvigorated MuchMusic delivers programming that resonates with youth audiences, with content driven by a new team of VJs, creators, and Much Studios personalities. The soon-to-be-introduced lineup of uniquely talented and diverse VJs is poised to launch, produce, and define MuchMusic for a new era across multiple social media platforms. Viewers can also expect appearances by Much Studios personalities showcasing their signature brand through new productions.
Ranking as a Top 10 Entertainment Specialty network in primetime, Much’s linear channel continues to deliver a diverse programming lineup that includes cutting-edge comedies, unscripted series, and the latest Hollywood blockbusters while running alongside the MuchMusic social channels.