A well-recognized identify in Quebec leisure is making a comeback—however this time in a format designed for a brand new technology.
MusiquePlus formally returned Thursday, relaunching completely on TikTok and introducing six new VJs throughout a launch occasion marking the model’s newest chapter.
Initially launched in 1986, MusiquePlus grew to become one in every of Quebec’s most recognizable music and leisure channels, shaping the province’s popular culture panorama and serving to generations uncover native and worldwide artists.
The brand new MusiquePlus is being developed via a partnership between TikTok, Quebec-based manufacturing firm Attraction, Movement Leisure (a division of WPP Media), and Remstar.
A model rebuilt for the way audiences uncover music right this moment
The relaunched MusiquePlus now lives completely on TikTok via the @MusiquePlus account, specializing in music, tradition, and leisure.
With a brand new technology of VJs and creators, the platform continues the model’s legacy whereas adapting to the best way audiences eat content material on-line.
Designed as an area for each discovery and dialog, the revival goals to attach rising artists with audiences the place music discovery already occurs.
For TikTok Canada, the timing displays a pure cultural shift.
“TikTok is an enormous engine for tradition and that’s precisely what MusiquePlus was again within the day. It’s a pure marriage of the 2 manufacturers and it simply made sense to do it,” stated Alec Boudreau, Public Coverage Supervisor at TikTok Canada.
He highlighted the joy across the launch.
“It’s been large. We’ve had a lot positivity. There are lots of of feedback on the TikTok movies which might be on the channel proper now. All of them are simply thrilled with the information.”
Boudreau emphasised that the platform was constructed for illustration and group.
“For this new technology of VJs, they’re going to have the chance to make themselves recognized and be these function fashions and be that future wave of content material creators and personalities in Quebec media,” he stated.
Constructing a brand new cultural bridge
The relaunch is greater than nostalgia; it’s about reconnecting generations via music.
“We knew after relaunching MuchMusic in 2021 that MusiquePlus was subsequent and that we would have liked to seek out the proper accomplice to do it,” Boudreau stated.
“We got here into the market a few years in the past and located that there was a lot power and enthusiasm for the MusiquePlus model, regardless that it wasn’t at the moment energetic, that we got down to discover the proper accomplice to make it come to life. And Attraction was the proper accomplice to try this for us.”
He additionally emphasised why illustration issues on this new format.
“We all know that younger folks and TikTok customers on the whole in Quebec are invested in seeing themselves represented on the platform. So this is a chance to just do that, to have VJs that mirror the range, the joy, the power of Quebec, placing ahead that native content material.”
Companions behind the relaunch
Richard Jean-Baptiste, Vice President and Enterprise Innovation Govt Producer at Attraction, described the problem of shifting MusiquePlus to a digital-first atmosphere.
“So for that, you need to settle for that you’ll not management the whole lot, which is completely different from tv… we surrounded ourselves with a youthful technology already on TikTok. As you possibly can see with the VJs that we introduced right this moment, loads of them are already very current on TikTok. They’ve their very own method to create. I couldn’t clarify it to you. There are some movies I watch and I’m undecided I get it, nevertheless it works.”
He added that the VJs got freedom to innovate whereas preserving the model’s id.
“We actually gave them inventive liberty to create their content material. We gave them pointers. It’s about music, it’s about popular culture, and we wish to maintain it gentle, humorous if potential, which was really within the DNA of MusiquePlus from the beginning. The freedom of creation was additionally a part of the DNA of MusiquePlus.”
New VJs launched at launch occasion
At Thursday’s launch, MusiquePlus launched six VJs who will information audiences via music, tradition, and leisure.
Every brings a definite voice formed by Quebec’s evolving digital panorama.
William Cloutier
Among the many new VJs is William Cloutier, singer and tv character who first rose to prominence on Star Académie and later Massive Brother Célébrités.
He brings an insider’s perspective on Quebec’s music and leisure scene, formed by each his expertise as a performer and his sturdy connection to popular culture audiences on-line.
Murphy Cooper
Additionally becoming a member of the lineup is Murphy Cooper, a longtime Montreal digital creator recognized for mixing trend, humour, activism and efficiency artwork.
With a particular and experimental on-line presence, he has constructed a loyal viewers via content material that explores tradition from a daring and inventive angle.
Pascale de Blois
Pascale de Blois can be a part of the brand new VJ workforce, acknowledged as one in every of Quebec’s most adopted digital personalities.
Recognized for her humour, viral sketches and popular culture commentary, she has constructed a robust reference to youthful audiences via a pointy and energetic fashion.
Michelle Furtado
Michelle Furtado joins the venture bringing her signature mix of dance, comedy, and distinctly Quebecois humour.
A self-described music fan, she has constructed a robust on-line presence via viral content material impressed by fashionable songs and tendencies, typically turning music fandom into one thing playful, relatable, and deeply private.
For Furtado, entering into the function of VJ marks a milestone that feels virtually surreal.
“It’s really, and I don’t say this flippantly, a childhood dream coming true. I grew up watching MusiquePlus. I’m so keen about music and artists,” she stated.
She described the second her identify was referred to as as overwhelming in one of the best ways.
“It’s simply an iconic second and actually chills. I additionally cry on a regular basis, however it is a very particular second for me.”
Lengthy earlier than becoming a member of the model, Furtado was already a fan on the skin trying in, even braving excessive climate simply to be near the channel she grew up admiring.
“I stood in entrance of the home windows of MusiquePlus with minus 40 levels of climate as a result of I simply liked it a lot.”
For her, the return of MusiquePlus carries a cultural weight that goes past nostalgia.
“I feel it’s so necessary that the longer term technology has this, as a result of I had that reference, proper? I had these cultural moments, and now the brand new technology, I really feel like is missing a little bit little bit of that. So, to deliver that and produce gentle on new artists, new up-and-coming, simply to have a, it’s a vital cultural second, I feel, for the brand new technology.”
She additionally displays on how shortly her personal journey has developed.
“It’s solely been six years that I’ve been doing this, since COVID, I began doing this. By no means did I ever assume that creating humorous movies in my room would lead me to this.”
Even now, she says the second nonetheless feels tough to completely grasp.
“I’m nonetheless making an attempt to wrap my head round it. So, I’m so excited, so honoured to be on this place and I’ll attempt to do my greatest for the folks.”
Her message to these watching and hoping to comply with an analogous path is easy.
“If anybody’s hesitating to begin one thing they usually wish to do it, simply do it since you by no means know what doorways it’s going to open for you. I’m so excited to be a part of MusiquePlus. I hope you guys are too. And watch us on TikTok.”
Mounir Kaddouri
Mounir Kaddouri, higher recognized on-line as Maire de Laval, brings a extra documentary-driven and conversational method.
As a media character and content material creator, he’s recognized for his interviews and cultural commentary that discover social and political themes in an accessible method.
KARABA
Rounding out the brand new VJ lineup is KARABA, a DJ and producer whose work bridges Quebec and worldwide music scenes.
Earlier than transferring into music manufacturing, she toured globally as a dancer, an expertise that formed how she approaches efficiency and storytelling right this moment.
For KARABA, becoming a member of MusiquePlus feels deeply private. She grew up with the model and credit it with shaping her early connection to music and the artists she appeared as much as.
“For me, it was a no brainer that I used to be going to do it simply because it’s such a dream,” she stated.
Trying again on these years, she describes a way of continuity between what she as soon as watched and what she now helps create.
“I grew up on MusiquePlus… I noticed so many artists that I obtained impressed as an expert DJ to come back and be in our city. So for me to turn out to be a VJ, it’s simply all of that coming collectively.”
She sees the relaunch on TikTok as a pure reflection of how music discovery has developed.
“I feel it’s what they want… the youthful technology goes on TikTok to find music. So why not pair it collectively… it’s a melting pot of individuals coming collectively for the love of music.”
On the coronary heart of it, she says the function comes all the way down to individuality and authenticity.
“I feel that the essence of a VJ is to only be uniquely you.”
TikTok as a brand new house for discovery
By authentic content material created completely for TikTok, the brand new VJs will assist rework MusiquePlus right into a hub for music discovery, tradition, and leisure, providing interviews, challenges, unique content material, and immersive experiences.
Launch occasion highlights
The launch occasion additionally featured dwell performances from Mike Clay and Les 3 Accords, marking a celebratory return for the model and giving audiences a primary glimpse of the expertise it can proceed to showcase.
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