Quebec culture was significantly influenced by MusiquePlus even before social media dictated music choices. From the iconic glass studio at Ste-Catherine and Bleury in Montreal to the enthusiastic fans outside and the vibrant VJs on cable screens, the channel had a profound impact on music consumption.

In a wave of nostalgia, MusiquePlus is making a comeback in a unique partnership with TikTok. The brand, known for shaping musical tastes in the past, is now set to engage a new generation of audiences through the popular social media app.

The reimagined MusiquePlus, echoing the strategy of its counterpart MuchMusic, aims to showcase a fresh lineup of VJs and creators while emphasizing Quebec’s rich music, culture, and entertainment scenes. The channel, which originally debuted in 1986 and jumpstarted the careers of various Quebec stars, including Véronique Cloutier and Geneviève Borne, will once again shine a spotlight on the French-speaking music industry.

After being replaced by another channel in 2019, the revival of MusiquePlus signifies a return to celebrating local talent and culture. Maxime Rémillard, president of Remstar Media, expressed the significance of reviving this iconic brand and providing a platform for emerging talent.

TikTok’s role in hosting the relaunch aligns with its increasing influence in the music industry. The app has propelled Canadian artists like Tate McRae and the Beaches to stardom, with viral hits leading to significant career breakthroughs. While TikTok has transformed into a promotional hub for artists, some have raised concerns about the industry’s heavy reliance on the platform for marketing purposes.

The fresh content for MusiquePlus’s revival is being curated by Quebec-based production companies, promising a blend of nostalgia and contemporary relevance. With a new generation of VJs set to take the stage and a focus on cultural conversations, the channel’s return on TikTok is eagerly anticipated by music enthusiasts.