TORONTO – Bell Media said today it is teaming up with TikTok to relaunch the MuchMusic brand.
It will return on July 7 “with a new generation of personalities and creators at the helm,” says the press release. “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.”
Bell Media confirmed nothing will change on the Much linear TV channel – which will remain the home of old movies (True Lies is scheduled for Saturday prime time) and reruns of the likes of Seinfeld, The Simpsons and Married… With Children (granted, all shows which the original MuchMusic fans well-remember seeing on their teevees, back when vjs Master T and Erica Ehm were front and centre). The channel does have some limited new content such as Housebroken and American Ninja Warrior, but none of the cool new stuff will make it to television.
“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,” reads the release.
The digital content is driven by the team behind TSN’s BarDown, which creates inventive integrated social media content. “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,” reads the release.
