Weekend coffee: A solid foundation.

From live shows in major cities to concerts held in various locations, where viewers have to spend extra on airfare, hotels, and meals, tickets still sell out quickly. This phenomenon, along with the question "is it worth it?", reflects a profound shift in how the public consumes and values art.

In reality, audiences are increasingly inclined to spend money on complete and unique experiences: elaborately staged musical spaces, meticulous sound and lighting, a deliberate emotional flow, and a feeling of being respected. For artists like Ha Anh Tuan or My Tam, each concert is positioned as a spiritual rendezvous, where artists and audiences meet based on trust built over many years. It is this trust that makes spending a large sum of money a voluntary choice, not a fleeting act of extravagance.

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Le Hau - a student of Kim Tu Long - tells the story of keeping the flame of Cai Luong (Vietnamese traditional opera) alive through her own live show.Le Hau is a familiar face to Cai Luong (Vietnamese traditional opera) audiences, having won second prize in the 2020 Golden Bell Vong Co Singing Competition. On June 8th, he will hold a live show titled 'Homeland Scent, Mother's Love' at the Tran Huu Trang Theater to celebrate 14 years since entering the stage.

It's noteworthy that this appeal doesn't come from gimmicks, scandals, or short-lived hits. It's the result of years of sustained artist brand building: serious work ethic, long-term investment, maintaining a consistent image, and prioritizing performance quality.

From a cultural industry perspective, this phenomenon shows that the Vietnamese music market is forming a mature audience, willing to pay for high-quality spiritual values and artistic experiences. Music is therefore no longer just a cheap entertainment product, but can become a truly creative economic sector, pulling along related fields such as event organization, tourism, and accommodation services. The public is demanding quality, while artists are compelled to choose a long-term path through sustainable creativity and dedication.

The stories of My Tam and Ha Anh Tuan are not just the stories of a few prominent names, but clear proof that an artist's brand, built over time and through integrity in the profession, is the most solid foundation for the development of Vietnam's music and cultural industries.