Bell Media has unveiled Much Rewind, a new YouTube channel serving as the official repository of classic celebrity interviews from MuchMusic. Although the collection is currently modest, featuring interviews with the likes of Christina Aguilera, Missy Elliott, Eminem, and Aaliyah, MuchMusic head Dave Krikst anticipates continuous additions on a weekly basis.
The platform emerges in response to longstanding demands from MuchMusic enthusiasts for access to the station’s extensive archive, consisting of 45,000 tapes. While fans have previously shared their VHS recordings on YouTube, the official Much Rewind channel offers enhanced, digitized footage for a superior viewing experience.
While the inclusion of musical performances remains uncertain due to copyright concerns, discussions are underway with Universal Music Canada to potentially showcase live studio performances. As of now, the channel predominantly features unedited sit-down interviews with iconic figures from the ’90s and ’00s.
Krikst envisions Much Rewind evolving to reflect current events and hopes to establish it as a go-to platform for historical moments. Additionally, shorter clips from interviews will be shared on the channel’s Instagram and TikTok accounts, while current MuchMusic VJs might contribute to providing context for the archived content.
The ultimate goal is for Much Rewind to blend the nostalgia of iconic archives with the vibrancy of contemporary MuchMusic, engaging a broader audience and preserving cultural moments for posterity.