When MTV debuted on August 1, 1981, Canadians flocked to places with satellite dishes (remember those 12-foot things that some people–including me–once had in their backyard?) so they could watch music videos 24 hours a day. There were several bars and restaurants I’d frequent just to watch MTV.
But then the CRTC woke up to what they considered to be anti-Canadian cultural imperialism and MTV was made illegal. In response, CHUM Ltd was granted the right to create a homegrown music video channel. And lo, MuchMusic was born in 1984. (Note that “Much” is “CHUM” spelled backward. Well, almost. Close enough.)
Much became a cultural phenomenon, creating a link between music fans from St. John’s to Victoria and north through the Territories. Much’s effect on Canadian music cannot be overstated.
Now, at long last, there’s now a documentary about Much. Now that the film has had its premiere at SXSW, we have a trailer. Take a look.