The attraction of the "older brothers" and the dream of a revived Vietnamese music group

The band model once could not survive in the Vietnamese performance market, but now there are signs of change.

The successful Kpop group model. Photo: Yonhap

Looking at the heyday of the Kpop industrial empire with huge revenues for GDP and global spread thanks to BTS, Blackpink, Vietnamese music also had the dream of music groups. However, all music groups established according to the Kpop model have disbanded one by one.

Show organizers say the market Vietnamese music very different from Kpop, because no one has enough money to invest in a group. A company that wants to form a group needs a lot of money, long-term costs when having to worry about training, costumes, production, product launch... while waiting for the group to become famous.

The performance organizers are also reluctant to invite bands, because the cost for a large group of people will be very high, from accommodation, travel to performance fees.

Kpop is still called the music industry because they synchronize professional mechanisms from idol singer training centers, forming music groups, managing music groups and bringing music groups to perform on stage.

For many years, the Vietnamese music market has not been able to have a “mechanism” for music groups to operate, and has not yet gathered the necessary and sufficient conditions for music groups to perform. However, everything is changing when the “big brothers” group stepped out of the two reality TV shows Anh trai say hi and Anh trai vu ngan cong gai.

A series of group performances reached No. 1 on popular music charts, attracting millions of views, showing a new breeze through the staging and performance following the boy band model that the 2 "older brother" shows brought.

The market and audience tastes have "turned around" when witnessing how male artists combining together in group performances have made the stage so eye-catching and attractive.

After the two “brother” shows ended, the appeal of the “brother” cast continued to multiply, their schedules were full, and their show fees skyrocketed. According to the reporter, many performance companies and show organizers wanted to invite more “brothers” to participate in the show, to stage the performances in a group format instead of inviting them individually.

A representative of a performance organization company said: “When artists from these two programs appear together, their appeal seems to resonate, increasing many times over. Perhaps, after a long time participating in reality TV together, the artists have a connection, understand each other, they interact and perform together very well. Therefore, when organizing shows, the units tend to invite many artists from the same program Anh trai say hi, or Anh trai vu ngan cong gai to participate to increase appeal.”

Show organizers and performance companies say that the "big brother" lineup is so hot that it is changing the year-end performance market, devaluing show fees and creating new turning points.

Currently, many performance companies take advantage of the appeal of the “big brothers” to continuously organize many large and small shows. Brands and businesses compete to organize anniversary celebrations and year-end customer appreciation programs, and also “thoroughly” invite many “big brothers” to participate to increase appeal.

A business in the Central Highlands region has just successfully organized a concert attracting 15,000 spectators by inviting 3 "brothers" Duong Domic, Isaac, and Erik to participate. Many universities have organized a big concert inviting 8 "Say Hi Brothers" to participate, the performance is considered a miniature concert of the program.

With Anh trai vu ngan cong gai, the attraction from the "talented" cast is also very large. Instead of inviting a single singer to perform, the performance organizing companies will invite 2-3 more "talented" to attend so they can interact with each other. Usually when appearing, the "talented" cast not only sings but also has interesting conversations (also known as "performing skits", "creating content"), making the show more attractive and appealing to the audience.

When the group performance model is loved by the audience, it will be an open opportunity for the dream of a group to be revived. Even the group coming out of Hi drunk brother HIEUTHUHAI, Rhyder, Isaac, Duc Phuc, Quang Hung MasterD also could not have a performance together after debuting in the final night.

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