At the same time, cooperation with modern art and entertainment forms is also creating new vitality, contributing to forming a sustainable market for traditional art.
Music videos inspire and promote tourism
In recent days, the MV "Bac Bling" has reached 100 million views on YouTube, taking the top 1 position on the global YouTube Music chart, topping music charts such as iTunes Vietnam, Apple Music Vietnam, and Lan Song Xanh, attracting the attention of the public at home and abroad.
The success of singer Hoa Minzy with “Bac Bling” has left a strong mark on Vietnamese music up to now. Not only that, the spread of the MV on social networks has contributed to promoting the image, country and people of Vietnam in a bold way, attracting the attention of domestic and foreign tourists.
The proof is that after the MV was released, Bac Ninh province opened free tours on weekends to serve tourists to learn about the traditional culture of Kinh Bac region. There are no specific statistics on the number of tourists each week, but it can be seen that the strong effect that the music video brings to the province is a source of pride as well as a great opportunity to promote the image.
Associate Professor, Dr. Nguyen Thi Thu Phuong, Director of the Vietnam National Institute of Culture and Arts, affirmed: “A MV has created an impression, curiosity, maybe consensus, love, or something more strict, but one thing we cannot deny is that it has created a desire to learn about the origin. Young people have started asking their grandmothers and mothers: How to make black teeth, how to make Dong Ho folk paintings, how to create colors for folk paintings…”.
Thus, it can be affirmed that opportunities are opening up for our country's tourism industry, through cinema, music videos, and performing arts. Previously, many young artists have created music products inspired by folklore, promoting local images.
We can mention Ho Phi Nal (born in 1997 in Dong Thap), a face that is still new to the online community but has songs that are loved by young people: "Roi den luon" reached the record milestone of 100 million views on YouTube, "Thuong nhau den" and especially the MV "Co Ba ca co". This MV has cheerful music, typical of the South, with images of friendly, close working people, peaceful countryside scenery, typical of the river region of the West.
The song was performed by singer Ho Phi Nal in collaboration with People's Artist Bach Tuyet, combining tradition and modernity. The music and the song "Ly Co Ba" were written by Ho Phi Nal, and the vọng cổ part of the song was written by artist Bach Tuyet herself.
From the MVs of young artists, images of Vietnam's country, people, and regional customs are introduced and inspire the community to travel, explore, and experience more.
More than 2 years ago, singer Sen Hoang My Lam released 3 MVs "Tay Bac releases afternoon into paintings" (musician Ho Trong Tuan), "Thanh xuan cua ban mai" (musician Pham Viet Tuan), "Co em luon cho anh" (young author Pham Hong Nhung), part of the music project "Tay Bac va em".
From the colorful costumes, from the way ethnic people cook corn wine, make men men... to the bright smiles of the children, the people who are attached to the mountains and forests all year round, to the terraced fields in the clouds and mountain winds... all go into the authentic, lovely music video, contributing to spreading the traditional culture of the Northwest.
Singer Ha Myo combined traditional music with rap and electronic music to create “Xam kheo bong”, “Xam bo mua hoa”, “Xam Ha Noi”; combined Xoan singing in the song “Troi choi í a troi cho”. After the business trip to Truong Sa, the female singer also combined South Central folk songs with pop music to create “Ky su Truong Sa”, contributing to promoting the image of the places at the headland of the Fatherland and the precious affection between the mainland and the distant islands.
In the context of globalization, human connection has become easier and music videos can also be considered cultural ambassadors, spreading good values about a beautiful, friendly and hospitable Vietnam.
Not only domestic artists, some foreign artists, because of their love for Vietnam, have come to feel the natural beauty as well as the warmth of the people. Korean singer Joseph Kwon has had many music projects in Vietnam, notably the music video "Waiting for you - 5000 years" with images of 19 famous places in our country, inspiring the public to travel.
Traditional meets modern
Many successful MVs are inspired by traditional art and folk culture, renewed by young artists with modern expressive language: Traditional musical instruments combined with electronic music, original lyrics from folk songs and folk songs combined with youthful, catchy rap lyrics, original choreography from cheo, tuong, cai luong... mixed with contemporary dance, physical drama... plus investments in design, lighting, and technology.
It is not necessary to give a general formula because any harmonious combination will create success for each MV. However, musical materials from traditional art and folk culture are always considered the "gold mine" of contemporary music. This direction is always encouraged, bringing its own appeal if artists know how to tap into the right vein. This is also consistent with the development orientation of the cultural industry in the field of performing arts, applying modern technology in music and some types of traditional performing arts to increase the experience value for the public, domestic and international tourists; taking Vietnamese folk cultural materials as the core to develop an innovative, creative music market that is competitive in the international arena.
However, wearing the "father's shirt" is not only to create "hits" but also to promote spiritual values, so that national culture can be assimilated into contemporary life. This direction also reflects the role of the next generations, wishing to express the voice and identity of the era in which they live.
Associate Professor, Dr. Bui Hoai Son, Standing Member of the National Assembly's Committee on Culture and Society, said: Traditional art is both art and heritage. If we only treat it in the direction of art, there will be deviations from treating it as a heritage. If we only consider it as heritage, we will often restrict our creativity, causing traditional art to encounter numerous difficulties. In addition, it is necessary to place traditional art forms in a market economy and international integration, while complying with the laws of competition, the laws of supply and demand, the laws of value... according to international trends, but at the same time preserving the exceptional nature of traditional art. It is necessary to have a correct understanding of traditional art before finding ways to preserve and promote its value. That is why we see many successes but also countless failures in this preservation and promotion.
The success of the MV “Bac Bling” and other MVs by young singers has contributed to the formation of a civilized music-loving public; artists are aware of their responsibility for creative products to honor Vietnamese cultural values. Accordingly, it is necessary to improve the quality of MV products in particular, improve the quality, quantity and scale of music performances in general, meet market demand, and gradually build a brand in the region and the world.
Source: https://hanoimoi.vn/sang-tao-tren-nen-truyen-thong-697986.html
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