CHSR-FM 97.9 | Once On Much – Ep04 Not By Choice

Episode 03 – Not By Choice

For Liam Killeen of Not By Choice, the 2000s Canadian music landscape was defined by one powerful force: the MuchMusic monoculture. In an age before endless streaming and personalized algorithms, MuchMusic acted as the singular, national curator of cool. Liam explains that the network “dictated” the culture, exposing an entire generation to both international headliners and homegrown talent, thanks in part to CanCon regulations designed to spotlight Canadian artists. This environment fostered a unique movement abroad, affectionately dubbed Maple Punk, which included Not By Choice alongside peers like Sum 41, Avril Lavigne, and Simple Plan.

This Maple Punk sound resonated globally because it offered an accessible, universal message about youth—navigating first loves, feeling misunderstood, and the sheer angst of growing up. Liam recalls the ultimate “viewer to star” moment when Not By Choice released their anthem, “Standing All Alone.” To celebrate, the band took part in a surreal parade: playing live atop a flatbed truck rolling down Toronto’s Yonge Street, ending in performing right inside the MuchMusic building. This moment perfectly encapsulated the era’s energy. Beyond the videos, MuchMusic events like the Video Dances became essential cultural touchstones, providing a “window into the world” that felt larger than life, especially for small-town fans like me. For Liam, MuchMusic wasn’t just a place to promote music; it was the foundation that defined the collective taste of a generation, long before “Google was a verb.”