In celebration of its 40th anniversary, the Quebec-based music video channel will relaunch exclusively on TikTok on June 11. It joins its anglo counterpart, MuchMusic, on the social platform, which relaunched online under the Bell Media umbrella in 2021.
As one of the province’s most significant pop culture and music brands, MusiquePlus makes its comeback through a collaboration between TikTok and Quebec media companies, Attraction and Motion Entertainment, a division of WPP Media and Remstar — the latter of which acquired MusiquePlus in 2014.
Known as the francophone version of MuchMusic, it was originally launched in 1986, serving as a launchpad for the discovery of local artists, including Ariane Moffatt, Daniel Bélanger and more. The channel even broadcasted the launch of Celine Dion's first English-language album Unison in 1990.
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MusiquePlus was rebranded as Elle Fictions in 2019 following a commercial agreement with Lagardère Active, but the channel’s thousands of music videos reside in the Remstar archive.
Upon MusiquePlus' return, brand new content will be produced on TikTok to promote the discovery of artists, both new and established. The channel’s revival will feature a fresh crop of creators who will focus on highlighting Quebec music, culture and entertainment.
“MusiquePlus is part of our collective memory, and this project was the perfect opportunity to revive it and give a powerful voice to local talent and culture,” says Maxime Rémillard, president of Remstar Media.
The MusiquePlus TikTok revival leans into the rise of Quebec creators and content that local users consume on the platform. In recent years, TikTok reported that 87% of French-speaking Canadians consume content in their native language, while 50% claim that it's important to see content that reflects their culture. Nearly all participants revealed that they identified with French-Canadian culture (91%).
“We're thrilled to support the return of MusiquePlus on TikTok, and to collaborate on our mutual goal of ensuring that Canadians and global audiences can discover the artistry of Quebec music, culture and entertainment,” shares Alec Boudreau, public policy manager at TikTok Canada.
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While MusiquePlus has been inactive for seven years, it has still maintained some relevance in the Canadian pop culture lexicon. In July 2024, the channel returned for a one-night-only special, MusiquePlus en Rappel, whichreflected on the history of the iconic Francophone station and featured performances from rising artists like Naomi, Soran and Aswell.
A few months later, MusiquePlus and MuchMusic received their own Canada Post stamps in celebration of the latter’s 40th anniversary.
