The harshness of Vietnamese music

The dynamism of gen Z artists creates a “red hot” race in Vietnamese music. Over the past four months, the top trending music on YouTube has changed continuously, during which Vietnamese artists have been racing to release songs. Products that are expected to monopolize the top trends for a long time such as Hit Me Up (Binz), Forgotten Promises (Vu), Sad or Happy (Vsoul, MCK, Obito, Ronboogz) also do not stay at the top for too long. .

After a few weeks, Vietnamese music appeared again with a hot product at the top of popular music. Rap music is based on the effect of Rap Vietnamese season 3, completely covering Vietnamese music by the end of 2024. The mature elements from Rap Vietnamese season 3 are Quang Anh, Double2T and a series of other rappers such as Wrxdie, Andree Right Hand, Obito reach out into phenomena. The mix of a generation of senior artists – Son Tung, Den Vau, Hoang Thuy Linh, Binz, Karik – and emerging faces creates a breathtaking race.

An increasingly fierce competition also leads to harsh elimination. In the dizzying cycle of Vietnamese music in the past 3 months, a series of artists and products left behind – typically Soobin Hoang Son, GDucky – all had strong investments when launching new products but the success they received was not worth it. tell.

Artists’ failures in 2023 largely come from product factors that do not suit their tastes. On the other hand, the influence of release plans, algorithmic calculations of music distribution platforms, and media moves cause artists to fail, but in other circumstances they can succeed.

An artist shared with Tien Phong: “It seems that the market is increasingly following trends, at a pace that is too fast, so the audience will not thoroughly verify the product. For me, the products that are hot on the market, the story is not good or bad, currently no one can define how good or bad it is. Instead, a product that catches people’s tastes and spends money promoting it will have a greater chance of success.”

In 2023, Vietnamese music has many products that are considered “hits” but lacks a super hit, with the potential to be listened to again and again for many years like Give it to me, Waves and Winds. In other words, the lifespan of Vietnamese music products is showing signs of going down.

In 2022, Miu Le’s Because My Mother Made Me Break Up was the most successful product, keeping the top trending music for several months. However, in just a short time, Because his mother forced them to break up, they sank into oblivion and Miu Le was completely overshadowed in the Vietnamese music race in 2024.

Hoa Minzy’s beauty once attracted attention in the early part of 2023. Gradually, Hoa Minzy’s hit song lost views and was completely crushed on online music platforms. Thi color is a product that emerged thanks to TikTok and when the effect ended, it returned to its true nature. Recently, Binz’s Hit Me Up also caused a stir thanks to many factors. After only 2 months, Hit Me Up slowly increased views on YouTube.

2024 will be a difficult period for Vietnamese artists. The way the market operates, from product launch steps to communication, is different from before. Artists are having a generational transition, Gen Z is rising, leading to changing music trends. The tastes of audiences in this market segment – mainly from 18 to 25 years old – are also different now. The falls of a series of great artists in 2023 have proven that. And there will be many more artists and products that will “fall” in the fierce game, with strong purification.

According to Tien Phong