According to experts, producers are the ones who reap huge profits from sold-out concerts. In addition, artists also enjoy a not-insignificant salary.
2024 is the year that marks the explosion of concerts in the Vietnamese music market. According to the Vietnam Digital Music Industry Overview Report (2024-2025), in the past 12 months, there have been more than 50 large-scale concerts (several thousand people or more) held from North to South.
In which, the "balance" is tilted towards the concert series of "Say Hi" Brother and "Overcoming Thousands of Challenges". 6 consecutive concerts were held, records in revenue and ticket sales were quickly set.
Recently, at the 2024 year-end conference and 2025 task deployment of the Culture, Sports and Tourism sector, Associate Professor, Dr. Nguyen Thi Thu Phuong, Director of the Vietnam National Institute of Culture and Arts, said that the concert 2 Brothers overcome thousands of obstacles took place in Hung Yen with 50,000 spectators, expected to bring 340 billion dong .
Preliminary calculations show that the total revenue of the 6 sold-out concerts mentioned above could reach the revenue milestone. 1,000 billion VND . This is an "unprecedented" achievement for the concert industry in particular and the Vietnamese music market in general in the past decades.
In addition to "pocketing" money from direct ticket sales, the two above-mentioned units also enjoy large revenues from sponsors. With the above concerts, leading brands are willing to spend a lot of money to promote their products and services to tens of thousands of audiences participating in the program.
For example, the concert Anh trai vu ngan cong gai is accompanied by Techcombank, Masan, Saymee. Meanwhile, Anh trai "say hi" is sponsored by VIB, Uniben... These businesses - brands not only advertise on stage, banners, backdrops or side events of the concert, they also take advantage of the influence of artists participating in the program to sign advertising contracts on social networks, other accompanying marketing communication campaigns.
In addition, revenue also comes from mechandises based on the concert program consumed by fans. The content of these programs is often broadcast on television and online platforms, which also generates money. It is expected that both programs will have a movie version shown in theaters or streamed on exclusive platforms. That also brings a significant amount of revenue to the producer.
Talk to Knowledge - Znews , Dr. Nguyen Van Thang Long, Senior Lecturer in Professional Communication, RMIT University, said that successfully organizing "huge" concerts helps producers affirm their capacity and reputation in reality TV shows, music-related programs, the ability to organize large events, and produce multi-platform music.
"In addition, with the power of the program, producers can also expand their business scope, different business-brand relations to call for sponsors and investments for large business projects. Relationships with artists and major media agencies will also be strengthened and better connected, bringing great advantages in occupying prime-time television, attracting talented artists, and easily franchising other popular television programs from abroad," the expert said.
Sharing the same view, Mr. Hoang Quang Le, CEO of Techbeat Records, said that concert series are collaborative products from main producers to strategic partners.
The largest source of investment capital comes from major sponsors in the consumer, technology, and real estate sectors. These businesses see the value of promoting their brands through concerts because of the huge audience and the influence on the media.
"In addition, revenue from content distribution, brand advertising, and souvenir sales also contribute significantly, helping producers recover capital and optimize profits. Importantly, these concerts are not only financially meaningful but also a strategic step to build the producer's long-term reputation," said Mr. Hoang Quang Le.
How are artists paid?
More than 60 brothers/talents of the two concerts Anh trai vu ngan cong gai and Anh trai "say hi" are important subjects in the chain of creating a magnificent concert.
When discussing the huge profits from the 6 concerts, many viewers wonder how the performing artists (who are also the players of these two reality game shows) are paid by the producers.
According to Mr. Hoang Quang Le, the artists' salaries in the above concerts depend on many factors, including their position in the market, their role in the program as well as their level of influence on the success of the concert.
Typically, headliners will receive significantly higher pay than guest performers. However, the actual figure is not simply the direct payment but also includes other values such as the opportunity to build a personal brand, enhance the image in the eyes of the public and commercial partners. In addition, there is a separate contract between the producer and the artist, agreeing on the terms of remuneration and cannot be disclosed due to confidentiality requirements.
"Participating in large-scale concerts helps artists consolidate their position and expand their influence. This is an opportunity for them to connect more deeply with the audience and enhance their image in the market. In addition, these are also commercial levers. When appearing in large concerts with such a huge effect, it also creates long-term values such as opportunities for commercial cooperation, advertising, and larger artistic projects," the expert said.
Concerts change the music market
From a market perspective, the rise of concerts, with the participation of a large number of male artists, has changed the musical landscape, the way artists perform, and the music enjoyment habits of the audience.
According to experts, the trend of "listening to music" will gradually shift to the trend of "watching music" with the content of music not only contained in the lyrics but also in the performance. The rise of video platforms such as YouTube, TikTok and Instagram has contributed to promoting this trend.
Today's audiences not only want to listen to good music, but also want to experience an impressive, eye-catching performance. In music concerts, visual elements such as choreography, costumes, stage effects, and even the way artists interact with the audience all contribute to creating a complete musical "feast".
In the trend of "watching music", performance artists are gradually asserting their position, not inferior to vocal artists. Compared to vocal artists, although they do not possess good singing voices, with their ability to perform, dance and master the stage, performance artists bring energetic, creative and engaging performances, making the audience unable to take their eyes off. They know how to combine singing, dancing, expression and visual effects to create a perfect whole, conveying the message of the song completely.
In addition, according to the Overview of the Vietnamese Digital Music Industry 2024-2025, the trend of mix & match and mash-up is also becoming more popular. Artists are gradually becoming more open to collaborating with each other. Young talents are combined with famous artists to perform familiar songs as well as new songs with a new style, creating the uniqueness of the program. Music products combining many artists and genres often have a strong influence on social networks and digital music platforms.
Dr. Nguyen Van Thang Long commented: "This model not only helps artists to be in the top trending on these platforms but also creates discussion attraction, helps new artists and famous artists have the opportunity to shine together, creating momentum for development in the new phase of the music market. This change shows that the music market renews itself to have a breakthrough development, showing a bright future for Vietnamese music and culture".
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