A large, classy, and purely Vietnamese stage for Vietnamese people is no longer a wild dream.
The concert market is full of room to launch a beautiful aspiration where the big-ticket customers are not people from the future.
They are the current young audience, aged 15-35, even younger, and are the biggest customers of the music market. The question is, can they "open their wallets"?
From Born Pink of the "black and pink" band with more than 67,000 audiences last July to three concerts ( Anh trai say hi , Brother overcame thousands of obstacles , Association - Pure - Association) More than 45,000 spectators on the evening of October 19 in Ho Chi Minh City showed the terrible "attraction" of the "ore mine" called Vietnamese audiences.
Want to build an industry performance industry must first conquer this audience.
Before doing the concert, I was very nervous because I was afraid there would be no audience.
Witnessing the strong turnaround of the concert market in the last three months of the year, especially the two concerts Hi drunk brother and After overcoming thousands of hardships , musician Huy Tuan told Tuoi Tre he felt "happy and surprised".
Reason: in just a short time, Vietnamese audiences have changed their music enjoyment habits, "hopefully it's not just a temporary trend that blooms quickly and fades quickly".
Huy Tuan Sharing that to do anything, you need an audience. Only with an audience can concerts, artists, producers and the ecosystem that follows can operate. Only with an audience can the music market develop.
Huy Tuan said that before, when he wanted to organize a show in Vietnam, the production unit was very nervous because they were afraid... there would be no audience.
Musician thinks concert My Tam with 30,000 spectators at My Dinh Stadium is shocking but that is not the market.
The positive signals from the concert market in the last three months of this year (with many concerts resonating together) show the opposite.
According to Huy Tuan, to build a performance industry, organizers must determine who their target audience is?
Obviously we have a new audience, very different from the old generation. They are young, willing to spend money and very up-to-date with trends. Those trends do not originate from Vietnam, but mostly follow the K-pop model, especially the idol-following status, fandoms...
Regardless of what is happening, whether it is similar to any market or anyone else, I think it is good for the development of Vietnamese music. It shows that we have a generation of audiences ready to consume music, not only online but also offline. Musician Huy Tuan |
In a more underground market, according to Vu Ho Phuong Khoa - one of two representatives of Allaccess, the founder of the Association and co-organizer Association - Pure - Association 2024 , the domestic music market is currently very divided. Besides concerts in the mainstream market, there are also shows in the "underground" market.
The shows that Dreamy Cities, Hoi, Tomato, Hanoi Rock City... all have very loyal audiences. The audience is not staggering but stable and growing, especially very civilized.
Ms. Phuong Khoa shared that the concerts in the underground market operate, specifically the events of the Association that follow the direction of "connecting artists, audiences and show producers", "wanting everyone to be a fellow member", "having a sense of community". Khoa assessed that this model is "stable, now we just need to improve the quality of the shows and upgrade the services".
For underground market audiences, the North and South are also very different. Phuong Khoa commented that while Southern audiences are more easygoing, like music from many different communities, they are very indie but can completely follow K-pop idols; Northern audiences and artists are indie standard. When organizing a concert, understanding the target audience is very important.
If exploited well, it can become a trend.
Media expert Hong Quang Minh talks about audience support for the two shows Hi drunk brother and Brother overcame thousands of obstacles It may be temporary, but if exploited well, it can still become a trend.
The connection between artist and audience, as well as the emotions each performance brings, are decisive factors.
According to Hong Quang Minh, building a loyal audience community through post-concert activities as well as promoting and continuously interacting with the audience through social media platforms is necessary.
Quang Minh noted that the domestic music market is warming up but is still in the development and completion stage.
Concerts featuring internationally renowned artists can still sell poorly. Organizers need to conduct more thorough market research and understand the tastes and needs of the audience.
"Creating a strong, consistent audience base and having a long-term growth strategy will help domestic music market "will become stronger and stronger in the near future," Quang Minh said.
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