Vietnamese music continuously creates trends
7dnight (Ngo Tuan Dat) - contestant of BigDaddy's team in Rap Viet season 4 - although he did not win the championship, the male rapper still created a music fever with the song " It's okay" .
The highlight that helped "It's Okay" go viral was the "addictive" hook (a passage or phrase used in popular music).
In just a short time, the music video "Gwenchana ding ding ding ding" in 7dnight's "Nothing's Wrong " became a hit in many countries around the world and reached 1 billion views on TikTok, trending among international stars.
However, this is not the first time a simple melody in a song by a Vietnamese artist has "stepped out" from TikTok and become a global phenomenon.
Previously, there were a series of 30-40 second music clips from domestic music products that swept social networks around the world thanks to the strong spread of this platform.
Hoang Thuy Linh (left) once caused a stir on global social networks with the song "See love". Before that was "Hai phut hon" by rapper Phao (Photo: Instagram character).
Before "Nothing's wrong" , "See love" - taken from the album "Link " (2022) by Hoang Thuy Linh - created a global fever when a series of international artists responded and covered the choreography. The common point of the songs that spread on TikTok is the unexpected explosion.
See Tinh became a phenomenon thanks to a house-style remix that became popular two years ago. See Tinh was once called a "divine song" by Chinese media because of its widespread popularity. Video views related to the song's melody and dance have exceeded 4 billion.
Furthermore, Quang Hung MasterD's "Easy Come, Easy Go" once took Thailand by storm, even though the singer himself did not actively spread the product, but a user created the content and inserted music into the video.
Over the past 5 years, Vietnamese artists' music products have gradually reached international audiences. Before See Tinh , the market recorded a number of products that were well received by international audiences, especially in China, Thailand, Korea, and Japan, such as: Improvisation (Hoaprox), Innocent (Tang Duy Tan ft Phong Max), Two Minutes More (KAIZ Remix ft Phao).
The song Hai phut hon by rapper Phao once caused a stir on social networks and in the media in many countries. At the time Phao composed it, the song was not very popular. However, when DJ Kaiz remixed the song in Vinahouse style, it spread on a global scale.
Associate Professor Dr. Bui Hoai Son - Standing Member of the National Assembly's Committee on Culture and Education - said that the spread and popularity of Vietnamese music on TikTok in particular or social networking platforms in general has proven that a song may not need a grand marketing campaign but only needs to catch the right trend, the right flow of the online community, and then it spreads naturally, like a musical virus.
"The fact that world stars cover (sing again), remix or use it as background music is like a tacit recognition that Vietnamese music has been and is integrating more strongly than ever," said Mr. Son.
"It's okay" performed by 7dnight in the Breakthrough round - "Rap Viet" season 4 (Video: YouTube).
"TikTok can turn unknown artists into global phenomena overnight"
Experts say that Vietnamese music becoming a hit on social media and "reaching the world" thanks to TikTok is like a "double-edged sword".
On the positive side, Associate Professor Dr. Bui Hoai Son - Standing Member of the National Assembly's Committee on Culture and Education - said that TikTok is changing the game, turning unknown artists into global phenomena overnight.
"What artists used to take years to build a name for themselves can now be achieved in just a few weeks. The power lies in its powerful, borderless reach and the lack of a major label backing it.
It gives real talents and unique melodies the opportunity to be known to the world without having to follow the traditional standards of the music market," Mr. Bui Hoai Son shared with Dan Tri reporter.
Agreeing with the above point of view, media expert Hong Quang Minh also commented that a song can take years to become popular in the traditional way, but with TikTok, it only takes a few days.
Thanks to a catchy, viral song in "Khong Sa Ca", 7dnight became the most explosive name after the show "Rap Viet" (Photo: Producer).
According to this expert, "Nothing's Wrong" became a typical campaign showing that Vietnamese music can reach billions of views without needing a large entertainment company.
"Not only do songs reach millions of viewers in just a few days, songs and music that go viral on TikTok often have a long "life cycle" thanks to dance challenges, cross-video versions or creative videos.
Thanks to that, artists can take advantage of this effect to increase streaming (streaming or listening to music online) on Spotify, Apple Music... At the same time, it opens up many opportunities for artists to cooperate with brands, do shows, advertise... thanks to their appeal," said expert Hong Quang Minh.
Communications expert Nguyen Ngoc Long also expressed that TikTok helps songs reach a global audience more easily than ever.
Thanks to its powerful viral nature, a song can become a phenomenon in just a few days, whether it comes from a famous artist or a newcomer. According to experts, this creates a great opportunity for musicians and singers to reach audiences without investing too much in traditional promotion.
TikTok also promotes creativity, as each song can be combined and transformed in many different styles, extending the life of the song.
"It's okay" by 7dnight "bombarded" TikTok with impressive achievements (Photo: Producer, Fanpage Nhac nay chill phet).
The risk of Vietnamese music "blossoming early and fading quickly"
TikTok is a powerful tool to help develop the music industry in the digital age and bring certain benefits. However, it also poses a big challenge to the sustainability and artistic value of music products.
Speaking to Dan Tri reporter, expert Nguyen Ngoc Long commented: "TikTok can help a song explode quickly, but if it only follows short-term trends, artists or music are at risk of falling into a spiral of "blooming early and fading early".
This expert believes that relying too much on TikTok will bring many problems.
First, the songs that emerge on this platform tend to be short, "addictive" but sometimes lack artistic depth.
Second, the “TikTok music” phenomenon may cause artists to focus on composing songs just to fit the platform, instead of investing in works with lasting value.
Ultimately, TikTok could overshadow the role of albums or complete music products, as listeners are only interested in a short piece of music instead of the entire song.
Media expert Hong Quang Minh also pointed out that music emerging from TikTok comes with many risks. Artists who become famous thanks to TikTok often find it difficult to have a second hit. According to this expert, not all artists have a long-term strategy after a song goes viral. If they do not take advantage of it properly, they will quickly be forgotten.
"Some songs are cut into trends, making the audience only remember short parts instead of the full version. There are cases where songs are remixed in a negative or controversial way," said Mr. Hong Quang Minh.
On the other hand, Associate Professor Dr. Bui Hoai Son believes that rising too quickly also causes many artists to fall into the trap of short-termism.
A viral song on TikTok is often easily framed into a catchy 15-30 second segment, instead of being listened to as a complete work.
According to Mr. Son, many popular songs on this platform only have one "addictive" chorus but few people actually listen to the whole song. This creates a type of "TikTok hit" - coming quickly and going quickly - unless the artist has a strategy to build a long-term career afterwards.
"Furthermore, when TikTok has so much power in shaping trends, it can unintentionally make music formulaic: Everyone tries to create songs that are easy to spread, easy to combine into trends, instead of focusing on depth or true artistic creativity.
And the danger is that a song is no longer loved because of its artistic quality, but because it fits a certain trend," Associate Professor Dr. Bui Hoai Son commented.
Musician Duong Truong Giang said: "This genre of music is aimed at an impatient audience, who only listen to memorable parts of music instead of absorbing the entire song."
According to experts, to effectively utilize this platform, artists need to have a long-term strategy, not only stopping at creating trends but also ensuring truly solid music quality.
Associate Professor Dr. Bui Hoai Son stated: "No matter what, it cannot be denied that with "Nothing's wrong " or "See love" , Vietnamese music has a greater opportunity than ever to step out into the world in its own way.
What matters is what artists do next after those viral moments to keep the fire burning and affirm their position, not just on TikTok, but on the real music map."
Communications expert Nguyen Ngoc Long shared that instead of just focusing on viral hooks, artists can use TikTok to tell stories about the songwriting process, share behind-the-scenes stories, or create musical challenges to maintain long-term connections with listeners.
"A music product with sustainable value does not stop at being famous on TikTok but needs to be invested in content, production quality and have a clear release strategy.
Artists should use TikTok as a stepping stone to bring audiences to more complete products such as albums, music videos, or live performances.
This not only helps build a solid artistic brand but also ensures a long-term career in the volatile music industry," said expert Nguyen Ngoc Long.
Source: https://dantri.com.vn/giai-tri/khong-sao-ca-hut-1-ty-view-va-nguy-co-nhac-viet-som-no-toi-tan-vi-tiktok-20250219003649847.htm
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