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R.I.P. MuchMusic

As if you needed further proof that the old MuchMusic is dead — as well as being completely subverted by CTVglobemedia’s MTV-obsessed programming — there’s something in these quotes from Much’s new general manager that suggests a disregard for the music brand that helped define the music scene of the 80s and 90s. I think the Toronto Star has it right in its article: MuchMusic shows its age.

“We will be doing absolutely nothing for the 25th anniversary,” says Brad Schwartz, senior vice-president and general manager of Much MTV Group. “Our core audience (the millennial demographic, with a skew to 18-year-olds) doesn’t care that we’re 25. It’s not news to them, only to the press and people who are no longer our audience.”

It’s just business, Schwartz asserts, and MuchMusic’s doing good business without its former raison d’ĂȘtre…

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(photo by Shky)

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