When artists and communities come together to tell the story of their homeland
It can be seen that what makes this product so special is not only the catchy music or beautiful images, but also the clever way of integrating and honoring the traditional cultural values of Bac Ninh. Bac Bling has a subtle blend of folk and modern. In particular, the combination of Hoa Minzy, Tuan Cry and artist Xuan Hinh creates an interesting contrast.
On March 11, MV Bac Bling ranked 3rd in YouTube Music's global MV top.
One of the most important highlights of Bac Bling is to bring the typical cultural features of Bac Ninh into the MV without creating a feeling of force or arrangement. The image of the Northern countryside with communal house roofs, water wharves, betel leaves folded in phoenix wings, festival atmosphere... is not only the setting for the MV's story but also recreates a part of the memory of "banyan trees and water wharves" that many Vietnamese people can feel.
Another notable point is the appearance of nearly 300 local people in the MV, increasing the authenticity and turning Bac Bling into a "quan ho festival". This makes the MV not only a product of the individual artist, but also a cultural event, where the artist and the community come together to tell the story of their homeland.
Commenting on the Bac Bling phenomenon, Dr. Truong Van Minh of Cultural Studies (University of Social Sciences and Humanities - Ho Chi Minh City National University) said: "Success in terms of views and listening is not necessarily success in terms of preserving cultural identity, but these are initial recognitions in creating conditions for young people to voluntarily access traditional cultural values. The remaining problem is the "cultural framework" of the creative and production community, performers and the public; especially the young public must be in sync with the common cultural framework of the country, the nation and compatible with the development of the world. This is an individual problem related to awareness and the whole system; including education, training, policies... in the context of culture and creativity becoming an industry".
Musician and music producer Nguyen Huu Vuong shared: "We must understand Vietnamese folk music, the differences between regions in terms of identity, melodies... Then we also need to know how to combine and create highlights so that everything happens naturally and not forcedly. This lies in the arrangement, in the way of singing, in the original musical idea. In addition, we also need to create media attraction and emphasize the special point in the product that there is a combination of music and traditional culture".
OPPORTUNITIES TO PROMOTE TOURISM THROUGH MUSIC
The success of Bac Bling lies not only in the fact that it is a carefully invested MV, but in the use of music to promote culture and tourism.
Recently, many artists have chosen to exploit folk elements in their artistic products. But why does Bac Bling create such a strong effect? It is because the work not only "uses" culture but also puts the typical culture of Bac Ninh at the center, so that the culture itself becomes the attraction of the MV. When a music product can make young audiences excited about Quan Ho melodies or images of Bac Ninh countryside, that is a great success.
Talking about the trend of bringing indigenous culture into music, Dr. Truong Van Minh said that traditional culture and local culture are materials that literature and art use to form elite culture and popular culture. Particularly for popular culture, of which the music industry is an important component, folk materials with local and traditional identities are always used by artists in their works. Contemporary popular art cannot lack these materials. In particular, the diversity of traditional culture in Vietnam's regions will be an endless source of materials for artistic creation.
"Incorporating (integrating) traditional cultural elements and indigenous folklore into contemporary popular cultural products (often international and globalized) is not a new thing, and has been called "localization in globalization" by academics. This is a trend to give indigenous cultural identity the opportunity to be known to everyone in the world," Dr. Truong Van Minh emphasized.
The effect of the MV Bac Bling can also open up new opportunities in promoting tourism through music. When the MV is widely spread, not only domestically but also to international audiences, Bac Ninh will become a more attractive destination in the eyes of tourists. Those who have never heard of Bac Ninh may be curious about this land, want to learn about Quan Ho or visit places appearing in the MV such as Do Temple, Dau Pagoda, Phu Lang Pottery Village, Ba Chua Kho Temple...
Dr. Truong Van Minh believes that from the perspective of popular culture, incorporating the traditional cultural identity of a region into music will remind many people of that place with its own characteristics. Of course, the land must be a place that contains many unique traditional cultural features like Bac Ninh; and to promote tourism, many other factors must be combined.
Source: https://thanhnien.vn/vi-sao-mv-bac-bling-gay-sot-18525031122535824.htm
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