Flatter market
See love (Hoang Thuy Linh) , Making my way (Son Tung M-TP)... are notable highlights when talking about Vietnamese music being "noticed" by the world. By combining the popularity of the TikTok platform, capturing the trending music genre, along with the rise of dance challenges and short clips..., these projects have been very successful.
Hoang Thuy Linh, Thang, Son Tung M-TP and CHICHA22 are "watched" by the world
However, the question that needs to be asked is whether this is a systematic start, or just a “one-time flash”? Finding the answer to that question is not easy, as it not only requires direct resources from artists, but also support from record labels, online music streaming platforms, and policies from cultural management agencies...
However, one thing is certain: the world is becoming “flatter” day by day, which creates more conditions for artists to go further if they have the ability. Therefore, before thinking about a big problem of orientation, artists also need to improve themselves so as not to miss out on good opportunities when the time comes.
It can be seen that while in the past the Vietnamese music market was still dominated by mainstream artists, with many projects often carried out over a long period of time, in recent years, many indie artists have created their own playgrounds, thereby having the opportunity to freely create and introduce themselves on a larger scale.
Thang's Sober song appears on Spotify's suggested list in Thailand, Japan and Korea
Recently, the prestigious music review site Pitchfork gave an 8.0 score to the album *1 by Snake Tail. This is a good sign, as the album Sleeping on the Doomsday was also the first Vietnamese music album to be reviewed by this site. Although it is still a relatively new genre of music, the experimental music "market" of Vietnamese artists may be increasingly noticed.
The flat world is also a good opportunity for indie artists to have the opportunity to bring their products far and wide. It is no longer the golden age of YouTube and mainstream artists, recently platforms such as Spotify, Apple Music... are more focused on listening, which is also an extremely effective way to help artists from anywhere have the ability to compete equally.
Single Sunflower Driveway by duo CHIACHA22 appears in Japan, India
With the appearance in impressive new music playlists of Asia in particular and the world in general, the songs Sober Song (Thang - vocalist of the band Ngọt), Sunflower (CHARLES. and Kim Chi Sun, the person behind the success of Toc Tien, Soobin...) or To the Moon (Hooligan.)... have recently been introduced to a wide international audience. These songs are also performed only in English, contributing to removing language barriers so that access is optimized to the maximum.
It can be seen that if we know how to grasp the "advantages" of the era where cultural exchange has no borders, plus the product itself meets (world) standards, then reaching out and being known to the world is not too far away. This has created a fair competitive environment, bringing diversity to a market that is considered to be still small like Vietnamese music.
Create new opportunities for cooperation
Once the prerequisite of music quality is achieved, approaching and seeking international cooperation opportunities is also a very necessary and worthwhile thing to do. Looking at K-Pop, we can see that by inheriting the legacy created by the Hallyu wave decades ago, groups like BTS, BLACKPINK... are increasingly asserting their position.
With the changing trends every day, Vietnamese music can do that. In recent years, with the presence in Vietnam of major record labels such as Universal Music, Warner Music, Sony Music... many young artists have had the opportunity to collaborate with foreign names. Cases such as Vu. with Lukas Graham, Hoang Duyen with Calum Scott...
International artists share performance schedule at Ho Do
Although it is part of a series of campaigns carried out in many countries, if there is vision and determination, combined with a well-planned plan, this is also a potential launching pad for artists. Besides major record labels, support from cultural agencies is also an extremely important factor. Recently, the Goethe Institute has cooperated with COLORSxSTUDIO of Germany to bring this session series ( A Colors Show ) to Vietnam.
Once the “stage” of famous artists such as Billie Eilish, Damien Caesar… this great opportunity has helped introduce more new artists such as Tlinh, Wren Evans, My Anh… Not to mention music festivals such as Monsoon or Ho Do (or HOZO ) also invites really important names, contributing to making the Vietnamese market an ideal stop for international music events or artists (in its tour schedule).
More recently, with brand collaborations, many artists have also gained widespread influence. This is not only seen in Spotify’s EQUAL project, which helps introduce talented female artists to the world, but also in keeping up with the trend with the influence of fashion brands.
The luxury brand Gucci has also recently helped Son Tung gain attention from international audiences. His recent appearance at the Gucci Cruise 2024 show in Seoul marked the first time a Vietnamese artist has made an impression not only through music but also through fashion.
Vietnamese audiences were once excited about music products from the "collaboration" between Son Tung and Snoop Dogg or Duc Phuc with 911. Ha Anh Tuan also plans to bring a concert to Singapore in the near future... However, these are all personal projects, so the potential of both the crew and the artists must be truly "strong" in many aspects. However, in the context of everything being "flattened", this is an extremely favorable time to create more "supports", contributing to making dreams come true.
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