A familiar name in Quebec entertainment is making a comeback—but this time in a format designed for a new generation.
MusiquePlus officially returned Thursday, relaunching exclusively on TikTok and introducing six new VJs during a launch event marking the brand’s latest chapter.
Originally launched in 1986, MusiquePlus became one of Quebec’s most recognizable music and entertainment channels, shaping the province’s pop culture landscape and helping generations discover local and international artists.
The new MusiquePlus is being developed through a partnership between TikTok, Quebec-based production company Attraction, Motion Entertainment (a division of WPP Media), and Remstar.
The relaunched MusiquePlus now lives exclusively on TikTok through the @MusiquePlus account, focusing on music, culture, and entertainment.
With a new generation of VJs and creators, the platform continues the brand’s legacy while adapting to the way audiences consume content online.
Designed as a space for both discovery and conversation, the revival aims to connect emerging artists with audiences where music discovery already happens.
For TikTok Canada, the timing reflects a natural cultural shift.
“TikTok is a massive engine for culture and that’s exactly what MusiquePlus was back in the day. It’s a natural marriage of the two brands and it just made sense to do it,” said Alec Boudreau, Public Policy Manager at TikTok Canada.
He highlighted the excitement around the launch.
“It’s been massive. We’ve had so much positivity. There are hundreds of comments on the TikTok videos that are on the channel right now. All of them are just thrilled with the news.”
Boudreau emphasized that the platform was built for representation and community.
“For this new generation of VJs, they’re going to have the opportunity to make themselves known and be those role models and be that future wave of content creators and personalities in Quebec media,” he said.
The relaunch is more than nostalgia; it’s about reconnecting generations through music.
“We knew after relaunching MuchMusic in 2021 that MusiquePlus was next and that we needed to find the right partner to do it,” Boudreau said.
“We came into the market a couple of years ago and found that there was so much energy and enthusiasm for the MusiquePlus brand, even though it wasn’t currently active, that we set out to find the right partner to make it come to life. And Attraction was the perfect partner to do that for us.”
He also emphasized why representation matters in this new format.
“We know that young people and TikTok users in general in Quebec are invested in seeing themselves represented on the platform. So this is an opportunity to do just that, to have VJs that reflect the diversity, the excitement, the energy of Quebec, putting forward that local content.”
Richard Jean-Baptiste, Vice President and Business Innovation Executive Producer at Attraction, described the challenge of shifting MusiquePlus to a digital-first environment.
“So for that, you have to accept that you will not control everything, which is different from television… we surrounded ourselves with a younger generation already on TikTok. As you can see with the VJs that we announced today, a lot of them are already very present on TikTok. They have their own way to create. I couldn’t explain it to you. There are some videos I watch and I’m not sure I get it, but it works.”
He added that the VJs were given freedom to innovate while preserving the brand’s identity.
“We literally gave them creative liberty to create their content. We gave them guidelines. It’s about music, it’s about pop culture, and we want to keep it light, funny if possible, which was actually in the DNA of MusiquePlus from the start. The liberty of creation was also part of the DNA of MusiquePlus.”
At Thursday’s launch, MusiquePlus introduced six VJs who will guide audiences through music, culture, and entertainment.
Each brings a distinct voice shaped by Quebec’s evolving digital landscape.
Among the new VJs is William Cloutier, singer and television personality who first rose to prominence on Star Académie and later Big Brother Célébrités.
He brings an insider’s perspective on Quebec’s music and entertainment scene, shaped by both his experience as a performer and his strong connection to pop culture audiences online.
Also joining the lineup is Murphy Cooper, a longtime Montreal digital creator known for blending fashion, humour, activism and performance art.
With a distinctive and experimental online presence, he has built a loyal audience through content that explores culture from a bold and creative angle.
Pascale de Blois is also part of the new VJ team, recognized as one of Quebec’s most followed digital personalities.
Known for her humour, viral sketches and pop culture commentary, she has built a strong connection with younger audiences through a sharp and energetic style.
Michelle Furtado joins the project bringing her signature blend of dance, comedy, and distinctly Quebecois humour.
A self-described music fan, she has built a strong online presence through viral content inspired by popular songs and trends, often turning music fandom into something playful, relatable, and deeply personal.
For Furtado, stepping into the role of VJ marks a milestone that feels almost surreal.
“It’s truly, and I don’t say this lightly, a childhood dream coming true. I grew up watching MusiquePlus. I’m so passionate about music and artists,” she said.
She described the moment her name was called as overwhelming in the best way.
“It’s just an iconic moment and literally chills. I also cry all the time, but this is a very special moment for me.”
Long before joining the brand, Furtado was already a fan on the outside looking in, even braving extreme weather just to be close to the channel she grew up admiring.
“I stood in front of the windows of MusiquePlus with minus 40 degrees of weather because I just loved it so much.”
For her, the return of MusiquePlus carries a cultural weight that goes beyond nostalgia.
“I think it’s so important that the future generation has this, because I had that reference, right? I had those cultural moments, and now the new generation, I feel like is lacking a little bit of that. So, to bring that and bring light on new artists, new up-and-coming, just to have a, it’s a very important cultural moment, I think, for the new generation.”
She also reflects on how quickly her own journey has evolved.
“It’s only been six years that I’ve been doing this, since COVID, I started doing this. Never did I ever think that creating funny videos in my room would lead me to this.”
Even now, she says the moment still feels difficult to fully grasp.
“I’m still trying to wrap my head around it. So, I am so excited, so honoured to be in this position and I will try to do my best for the people.”
Her message to those watching and hoping to follow a similar path is simple.
“If anyone’s hesitating to start something and they want to do it, just do it because you never know what doors it’s going to open for you. I’m so excited to be part of MusiquePlus. I hope you guys are too. And watch us on TikTok.”
Mounir Kaddouri, better known online as Maire de Laval, brings a more documentary-driven and conversational approach.
As a media personality and content creator, he is known for his interviews and cultural commentary that explore social and political themes in an accessible way.
Rounding out the new VJ lineup is KARABA, a DJ and producer whose work bridges Quebec and international music scenes.
Before moving into music production, she toured globally as a dancer, an experience that shaped how she approaches performance and storytelling today.
For KARABA, joining MusiquePlus feels deeply personal. She grew up with the brand and credits it with shaping her early connection to music and the artists she looked up to.
“For me, it was a no-brainer that I was going to do it just because it’s such a dream,” she said.
Looking back on those years, she describes a sense of continuity between what she once watched and what she now helps create.
“I grew up on MusiquePlus… I saw so many artists that I got inspired as a professional DJ to come and be in our town. So for me to become a VJ, it’s just all of that coming together.”
She sees the relaunch on TikTok as a natural reflection of how music discovery has evolved.
“I think it’s what they need… the younger generation goes on TikTok to discover music. So why not pair it together… it’s a melting pot of people coming together for the love of music.”
At the heart of it, she says the role comes down to individuality and authenticity.
“I think that the essence of a VJ is to just be uniquely you.”
Through original content created exclusively for TikTok, the new VJs will help transform MusiquePlus into a hub for music discovery, culture, and entertainment, offering interviews, challenges, exclusive content, and immersive experiences.
The launch event also featured live performances from Mike Clay and Les 3 Accords, marking a celebratory return for the brand and giving audiences a first glimpse of the talent it will continue to showcase.
