The digital music market is on the rise, music genres are gradually tending to blend and blend together.
The personalization in the streaming industry has turned music into a soulmate that can connect with users' emotions at any time.
Mental health
For previous generations, the language of youth music was a big barrier. But for today's young audiences, they enjoy the game more than ever. From Europe to Asia, this generation is open to listening and enjoying music from many different cultures with enthusiasm.
So what is the view of today's audience on music culture? In fact, there is no view on "standard" music culture. Musician Nguyen Ngoc Thien commented: "I think there is no concept of "standard" for music culture, because what is standard for one person is not necessarily standard for another. Music aesthetics and preferences of many people are inherently different, their taste in art cannot be uniform. Moreover, music also depends on the needs of age, social class, customs and culture...".
Fans at the 30th Mai Vang Awards Ceremony organized by Nguoi Lao Dong Newspaper. (Photo: HOANG TRIEU)
Therefore, some people like youthfulness, as long as it is the type of music that makes the listener feel happy or fits the mood when listening, that is enough. There are audiences who love something more profound with the mission of promoting and spreading Vietnamese culture in each musical work, that is the true standard of music lovers. The clearest proof is the two completely different audiences of two very hot programs today, "Anh trai say hi" and "Anh trai vuon ngan cong gai".
"It cannot be said that folk music and traditional music or yellow music, pop music, foreign music are the common standards for all, but only for a certain audience. For me, the most standard musical culture is the original value of music, of art, which is the connection between people through melody and is only standard when music conveys the good values of all of us, making people good, dispelling fatigue and loving this life more" - singer Nguyen Phi Hung shared.
Director Nguyen Tuan Duc also believes that the concert culture has really come back recently, it is a place to connect performers and audiences, they are closer than ever, it will be much different when we just watch through the screen. Through that, programs/forms of exchange, gift exchange... also create a new playground for young people to connect more through a community of common interests.
Researchers found that 73% of Generation Z Americans use audio to cope with stress and anxiety. The majority of these teens also said that the terms they listen to that help them become stronger are “emotional,” “therapeutic,” and “personal.” In addition to music, a quarter of them shared that they listen to podcasts related to mental health. The streaming industry is gradually changing the concept of music platforms. It can be seen that giants such as Spotify, Apple Music, Deezer, etc. have highly appreciated and valued the emotions of the young generation. In addition to providing new songs, they also focus on playlists, podcasts, etc. that are suitable for the interests of their important customer group.
"Thousand blood" warrior
The explosion of two music TV shows "Anh trai vuon ngan cong gai" and "Anh trai say hi" in recent times has not only created a new look for the Vietnamese showbiz performance market but also shaped the appearance of today's young audience.
Singer ST Son Thach (the singer who was recently honored at the 30th Mai Vang Awards 2024 organized by Nguoi Lao Dong Newspaper in the category of "Most Favorite Song" with the work "Thuan nuoc dot thuyen" composed by ST Son Thach) expressed: "Through the year-end awards, we can see that the concepts of fans and idols are completely different from before."
Photo: HOANG TRIEU
According to singer ST Son Thach, fans today are like "thousand-blooded" warriors (brave warrior characters in games). They are willing to fight for the people they love. They even have to invest large sums of money to see their idols shine on a certain front. "All those actions are silent. ST only knows when he himself wins. Watching clips of fans in the provinces gathering together to watch the Mai Vang Awards ceremony and expressing happiness when seeing ST's name read on stage is like the way we watch the national team's football matches on TV. ST is really touched. The way fans love their idols today is also very different from before" - singer ST confided.
Meanwhile, singer Jun Pham - the singer who just won the Mai Vang statue at the 30th Mai Vang Awards 2024 in the category of "Most Favorite Film and Television Actor" - also admitted: "If this journey did not have fans, Jun probably would not have won this prestigious award". This is not an exaggeration because many of Jun Pham's fans admitted that they planned to vote for Jun Pham even before watching the movie Jun acted in.
It was not until their idol won the award they wanted that they started watching their idol's drama. "Many people told Jun that Jun's role was terrible and very hateful. If a normal audience (ie not a fan of Jun) would probably not vote for Jun because just looking at it would make them hate it" - Jun said. Of course, in a way, it is clear that Jun Pham was excellent in the role of Tuan Kiet in the drama "7 Nam Chua Ve Se Chia Tay" (also the drama that won the 30th Mai Vang Award - 2024 in the category "Most Favorite TV Drama").
At the time, the entertainment awards took place in early 2025, the entire internet became bustling with sharing about strategies, calling on each other to accompany their favorite fans. The final destination of the "thousand-blooded" warriors was to have a glorious victory. The joy of fans was the happy smiles of idols on the award ceremony stage. And so, the fan war on social networking platforms was more bustling than ever.
People in the industry admit that fan admiration is much different now than before. The concept of following an idol is not that wherever the idol is, fans are there to ask for an autograph or take a photo. Instead, fans are willing to accompany the idol in every step of the way. When the show "Anh trai vu ngan cong gai" was still filming, a fan of SOOBIN Hoang Son ordered hundreds of meals to be sent to the studio for the actors and the entire filming crew to enjoy. The "rough" cost of this meal was 400 million VND. And the only thing this fan wanted was "SOOBIN and SOOBIN's friends to be happy".
New idea
Many reports show that the average young person listens to more than 5 genres of music and is extremely indulgent with their emotions. In an era where the digital music market is on the rise, music genres are gradually becoming more and more intertwined and blended together. One trend that is evident in many playlists today is the diversity of genres, languages, and song styles in a personal playlist. Globalized yet still individual, streaming services have provided a gateway for listeners to access different music industries with just one playlist. Many have praised the idea of finding a new sense of community through music.
Source: https://nld.com.vn/nhac-so-len-ngoi-khoang-cach-dan-nhoa-196250120205543292.htm
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