Hot race in Tet music market

The 2025 Tet music season has the same number of MVs as last year. These products are creating a vibrant and exciting race for the Vietnamese music market at the end of the year.

Diverse genres and styles

With only half a month left until the Lunar New Year of the Snake, the Tet music market is in full swing with more than 15 music videos on the Tet theme being released with diverse genres, styles, and release formats, along with the participation of many generations of artists, creating a vibrant and colorful picture.

Tet 2025 music revolves around familiar themes such as family, new beginnings, and gratitude.

The products are a harmonious combination of tradition - modernity and healing content, messages about life, community, family...

This year, "Tet music king" Bui Cong Nam strongly attacked with 5 music products including: "Tet nay con lon roi", "Tet nhan van iu" based on the original songs "Tet dong dan", "Tet nha la vo gia", "Tet pat ve", "OK het".

Similarly, "spring music king" Noo Phuoc Thinh was not far behind when he performed the song "If you suffer too much, come back to your adoptive mother" at the 2025 Vietnamese Music Gala. The song has a fairly fast tempo, with lyrics expressing the feelings of a child who feels insecure and tired in a lavish city with a lot of work.

After the success of the program "Anh trai vu ngan cong gai", artists also continued to join the Tet music race. The BOF music group with 5 members: Jun Pham, BB Tran, ST Son Thach, Kay Tran, Bui Cong Nam introduced the MV "Tet dinh noc" composed by Bui Cong Nam. Meanwhile, actor Duy Khanh also tried his hand at music through the Tet MV "Con ve roi".

Singer Ngoc Anh (3A) is also busy releasing the MV "Rôn rung xuân đến" before Tet. The MV is imbued with traditional folk music, recreating the joyful village festival scene when the land and sky enter spring with unique cultural features. Nearly 100 actors from the Vietnam Tuong Theater along with the singer's father and younger brother participated in this MV.

Express your perspective on life

This year's music race is even "hotter" when welcoming Den Vau after 3 years of absence with the MV "Vị nhà" which will be released on January 15. The male singer has not revealed much about the new product. However, according to the image on the poster with a tray of Tet-flavored dishes such as banh chung, cha gio, canh bitter melon... promises to be an interesting product in this year's Tet music party.

"It's the taste of sunshine, wind, rain, cold, heat, frost... This year, I've been traveling a lot, rarely having a full meal," Den Vau introduces the new MV.

Artists such as Ngo Kien Huy, Hoa Minzy, Duc Phuc, Vy Oanh also joined the Tet music race with a series of songs: "Tet ve di con", "Kien tro la dia thanh cong", "Tet nay de con lo", "Xung xinh ao dai"... giving listeners many entertainment options during the New Year.

Witnessing this year’s Tet music scene, musician Nguyen Van Chung said that this is a good sign. It shows that modern music has expressed more perspectives on life.

"More than 15 MVs, maybe more, are the feelings and thoughts of many people when Tet comes. I myself also made a Tet music product for children," musician Nguyen Van Chung expressed.

Quiet TVC race track

This year, the race for Tet songs written to order is somewhat quieter as the number of artists appearing in advertising music videos (TVCs) is not as high as in previous years.

Bui Cong Nam in the MV "Tet Dinh Noc".

However, new faces such as FPT Shop, PUBG Mobile, Danisa... have started to join this game. Although it is a TVC, the brands continue to score strongly when collaborating with famous artists, focusing on creating stories, not too cliche and heavy on promoting the products.

Notably, rap this year is no longer the dominant material like previous years. Instead, brands are taking advantage of the appeal of the brothers from two famous shows, "Anh trai vuon ngan cong gai" and "Anh trai say hi" such as: Bui Cong Nam, Rhymastic, Soobin Hoang Son, Phap Kieu... Typically, in Bui Cong Nam's 5 MVs about Tet, all 5 products are in collaboration with big brands.

The common point of this year's Tet advertising videos is to combine emotional or humorous stories, popular trends related to Tet. From traditional values ​​such as family affection, reunion, gratitude to aspirations for innovation and modernity, all are told by brands in their own way.

Therefore, it is not difficult to explain why this product still holds a high ranking on YouTube's trending music category. For example, "Em oi, anh nho nha" ("Di de tro ve" 9) - Top 6 with 2.8 million views (Soobin Hoang Son x Bitis Hunter), "Tet va ve" - ​​Top 7 with 2.1 million views (Dong Nhi, Jun Pham, Bui Cong Nam x LifeBuoy).

If the audio part is separated and the visual part is not used, both songs are worthy of being a pure musical product when invested in lyrics, melody, and script ideas.

New trend

This year, the "rich" like Pepsi surprised everyone by not having any artists appear in their Tet advertising products. Every year, this brand releases 2-3 TVCs, inviting KOLs (influencers) with sky-high salaries such as: Karik, Suboi, Bich Phuong, Bui Cong Nam...

Although the specific salary is not disclosed, according to some media experts, brands must spend at least hundreds of millions of dong for each contract inviting famous artists to act in Tet advertisements.

According to media expert Chang Tran, in the context of economic difficulties, many units have changed their promotional methods, no longer ordering artists to produce Tet songs to produce MVs.

"TikTok has surpassed YouTube, reaching an average of 55 minutes of traffic per day, 5 minutes more than YouTube viewing time, according to data from eMarketer (USA). Therefore, promoting brands through short-duration, highly informative music videos at a lower cost than TVCs will be a smart and effective approach in the near future.

Not to mention, the number of KOLs who are TikTokers is also growing stronger, possessing a huge number of followers. Compared to artists, the salary paid to this group is also softer," Ms. Chang commented.

According to YouNet Media's SocialTrend platform, brands have started the Tet MV race since mid-November 2024. By the end of December 2024 - early January 2025, the Tet music market will really explode with more than 73,000 discussions on social networking platforms, an increase of more than 60% compared to the previous week.

Source: https://www.baogiaothong.vn/nong-bong-cuoc-dua-thi-truong-nhac-tet-192250115073820318.htm