Music for tourism promotion

The music video "Tu Than" by Thu An, the runner-up of the 2022 Sao Mai singing competition.

Inspiring travel

With the development of social media platforms, music videos by artists in recent times are creating positive effects in inspiring tourism in Vietnam in their own unique and impressive ways. Recently, runner-up of the 2022 Sao Mai singing competition, Thu An, introduced her folk music product "Tu Than" with a new style. Besides the folk music elements, the highlight of the music video is that it was filmed in the setting of the "Tinh Hoa Bac Bo" (Essence of Northern Vietnam) live performance (Quoc Oai district, Hanoi). The music video also showcases the unique art of lotus silk weaving in Hanoi, with the female protagonist demonstrating the weaving process. This lotus silk weaving technique originates from a traditional weaving village in Phung Xa commune, My Duc district, researched by artisan Phan Thi Thuan. Currently, artisan Phan Thi Thuan's weaving workshop is also a tourist destination attracting both domestic and international visitors.

Singer Thu An shared that, through the stage setting of the "Quintessence of Northern Vietnam" live performance, she hopes to contribute to spreading the appeal of Hanoi 's unique night-time tourist attractions. Furthermore, the filming of numerous scenes showcasing Hanoi's cultural essence will spread the elegant beauty and unique culture of the people of Hanoi, attracting young people to pay more attention to these distinctive values.

It can be said that the backdrop of famous landmarks and destinations in Vietnam is a source of inspiration for many young artists to introduce their musical products to the public. One example is singer Quách Beem with his music video "Hà Giang ơi," filmed in Hà Giang, the northernmost region of Vietnam. The music video was meticulously filmed at famous scenic spots and landmarks in Hà Giang such as Mã Pí Lèng Pass, Nho Quế River, Lũng Cú Flagpole, Đồng Văn Stone Plateau… Similarly, Đen Vâu is another artist who actively explores the beauty of various regions in his million-view music videos: Điện Biên in "Nấu cơm cho em," Đà Lạt in "Đi về nhà," Hội An and Quảng Nam in "Mang tiền về cho mẹ"… And most recently, Cát Tiên National Park in Đồng Nai in his music video "Nhạc của rừng." Singer Tan Nhan recently released the song "The Sound of the Flute in the Blooming Ban Flower Season," showcasing the vibrant beauty of the characteristic ban flower season, captivating viewers with its many other beautiful scenes of the Northwest region.

Not only have domestic singers been involved, but in recent times, the beauty of Vietnam's landscapes has also been chosen as a backdrop for many international artists' music videos. Initiated in 2023, world-renowned saxophone artist Kenny G recently collaborated with IB Group Vietnam to release the music video "Going Home"—a special musical product promoting Vietnamese tourism. In the MV, viewers can enjoy Kenny G's masterful saxophone playing in a familiar tune, and admire culturally and historically significant landmarks of Hanoi and Vietnam such as: Long Bien Bridge at dawn; Hoan Kiem Lake during the end of the year; Thang Long Imperial Citadel; and the Temple of Literature.

Avoid the beaten paths.

Introducing and spreading beautiful images of the homeland through music projects is also a way for young artists to easily find common ground and empathy with listeners. Music is one of the most powerful communication tools, easily penetrating people's subconscious. In reality, promoting tourism through musical products has proven to create impressive and profound effects.

In order to create a high-quality music video that attracts viewers, Vietnamese singers have continuously invested in both the audio and visual aspects. In fact, at this point, many experts believe that the visual aspect accounts for up to 50% of a music video's success. The trend of incorporating breathtakingly beautiful scenes of the homeland into music videos is a positive movement that should be supported and encouraged. These music videos show that singers don't need to travel far; Vietnam itself has many dreamlike landscapes.

According to Nguyen Le Phuc, Deputy Director of the Vietnam National Tourism Administration, when young artists promote their homeland through their works, they convey their love for the country and offer a genuine, simple, and intimate perspective on Vietnam's nature and people. This has a powerful impact because viewers can more easily empathize with stories told from a personal point of view compared to polished advertising images and grandiose messages.

However, delivering a positive message requires careful preparation and caution from those involved. In reality, many musical products that exploit the natural and cultural elements of the country's regions have faced negative public opinion due to carelessness and a lack of understanding. A typical example is the case of singers Quang Vinh and Pham Quynh Anh, who, while filming a scene of the sea, sat on and touched coral reefs, an action condemned by viewers for destroying nature. Furthermore, musical products filmed against the backdrop of the country's scenic spots, if not carefully crafted, can easily become repetitive and boring.

Dai Doan Ket Newspaper

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