Much is ushering in the “new era of the VJ” with the announcement of Much Digital Studios, a multi-channel network of YouTube creators operating out of a brand new street-level location at the iconic 299 Queen West building. Much Digital Studios has just launched with a dozen “creators,” who will produce exclusive video content available on the newly revamped Much.com.
The television station formerly known as Muchmusic hasn’t focussed on music programming for years—their top shows are comedies such as Workaholics and Broad City—but giving musicians, comedians, and other creative personalities resources and a venue is a good look for the evolving network.
At first glance, the creators seem to specialize in a pretty diverse range of video content, including music, fashion, beauty, and comedy. You might also notice there’s a literal magician and a guy wearing a mask in the mix. Adorning a headpiece that makes him look like a supervillain/android/mosquito from the future, EDM artist Sickick’s YouTube covers have fetched millions of plays.
So yeah, it’s looking like a reasonably eclectic lineup so far.
Most of the Much Digital Studios Creators come with a built-in audience, having built a following through their existing Vine or YouTube channels. Jus Reign’s rapid-fire character Vines and pop-culture parodies earned him a following of over 500,000 YouTube subscribers and a million Vine followers.
As YouTubers become increasingly more popular with teenagers than run-of-the-mill Hollywood A-listers, it will be interesting to see if Much’s new strategy for original content pays off.
For a sample of what’s to come, you can check out the most popular YouTube video from each of Much’s new creators below. Think you've got what it takes to be a part of the Much Digital Studios crew? You can sign up for consideration right here.