Old songs like Dao Lieu sung by rapper Binz; Trong Com sung by Soobin, Tu Long, Cuong Seven... remixed in a new, surprising style.
Rapper Binz sings ancient Northern folk songs Peach and willow wearing a red silk ao dai, white sneakers, combined with Tien Dat's hip-hop dance.
Already Rice drum by Soobin, Tu Long and Cuong Seven became a new "hit", creating a storm at the opening ceremony at schools, with the sound of the monochord being modernized, going viral on the internet.
Glocalisation is a term that combines globalisation and localisation. It is a core concept for understanding how the modern world works, not only in economics and commerce but also in culture, arts and media.
"Local globalization" - the world has been doing it for a long time
Who would have thought that folk songs, so popular that they are boring to many people, could be such a hit among young people? Can traditional music be that "cool"?
Singer Soobin once said that the innovation, the fusion between old and modern songs, combining musical instruments with national identity has been well received, opening up for you musical projects. contemporary folk
But this is not just a trend in Vietnam but a big trend in the global music world now when music becomes the most dynamic and flexible cultural form, crossing borders, blending influences from all over. A more subtle trend has emerged: glocalisation - globalization local.
Over the past decades, Japan, Korea, and China have continuously modernized their traditional cultures, creating modern works that are famous domestically and spread throughout the world.
One of the most successful examples of glocalisation in music is K-pop.
Like BTS, BlackPink incorporates influences from Western pop, hip-hop, and EDM into their songs while maintaining Korean language, style, and values, creating a unique musical identity that blends the personal, the national, and the global.
They may sing in English, but their Korean identity is still evident in every MV, outfit, and even the message they convey.
In Japan, young artists like the Yoshida Brothers modernize the traditional shamisen instrument, combining it with modern music to attract both domestic and international audiences.
This shows that glocalisation is not just a passing trend but an essential part of global cultural development.
Or artists like J Balvin and Bad Bunny have taken the reggaeton style, which has Panamanian and Puerto Rican roots with Latin American rhythms and Caribbean dancehall, and turned it into international hits like My Love and Dakiti .
Album Twice as Tall Burna Boy's Grammy-winning singles are the pinnacle of glocalisation, with tracks that fuse West African rhythms with global pop, hip-hop and dancehall, with Afrobeats styles that are both local and international.
Sheet Billboard writes that "Glocalisation" is bringing local music to global charts. English-language hits once dominated, but are gradually being replaced by artists performing in local languages.
And Vietnam also began
The success of Rice drum "Soobin version" shows artists choosing the right direction.
The audience not only welcomes but is also proud when national culture is breathed with contemporary breath, becoming closer and more in line with the "taste" of Gen Z.
A just the right mix of old and new, national and global.
Not only Soobin, Hoang Thuy Linh is the pioneer name for glocalisation in Vietnamese music.
Songs Let me tell you good See Love surprise listeners with a novel approach.
Catchy melodies, captivating choreography, the integration of electronic music, pop, modern visual elements, and Mother Goddess elements, create a musical product that is both traditional and trendy, appealing to domestic audiences but still keeping up with global trends.
But the glocalisation trend in Vietnam is still in its infancy, so there are still many challenges and stumbling blocks.
Bold experiments inevitably have their moments of failure. When artists try to balance locality with global appeal, they can face criticism for “selling out,” cultural appropriation, or diluting cultural heritage.
Controversy over the origin of the two blue unicorns on the stage Peach and willow The recent example of a potential challenge to glocalisation.
But it's not always smooth sailing.
Glocalisation is more than just changing a few musical elements or costumes. To be truly successful, artists need to have a deep understanding of the culture, history, and psychology of their audience.
A small mistake in interpretation traditional culture may lead to negative reactions from the public and media.
Unskillful experimentation can be perceived as disruptive or a deviation from traditional values. That is why the glocalisation journey is not always smooth.
Perhaps that's why Soobin's team wisely invited Cheo artist Tu Long to participate in order to be able to renew traditional values in a subtle, intelligent way, not only good but also correct, satisfying modern audiences but not offending those who love them. national culture original.
Another risk is the risk of “cultural appropriation” that arises when global musical elements are integrated into local cultures without understanding or respecting the original context.
Misusing symbols, styles, or themes from other cultures can cause negative reactions. Justin Bieber, Gwen Stefani, and Katy Perry are just a few of the singers who have been accused of cultural appropriation.
However, it has also been argued that popular singers can bring attention to and celebrate diverse cultural identities.
Maintaining cultural identity while incorporating global elements is a major challenge. If not careful, local musical identities can be overshadowed, drawing criticism for losing their uniqueness. Therefore, artists who engage in glocalisation must be sensitive to cultural nuances and promote cultural diversity.
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