A number of Gen Z singers are deciding to release full-length albums, telling a continuous story instead of just releasing singles. This not only shows artists changing their approach to music but also sparks debate about the value of albums in the digital age.
A colorful painting
In the last six months of 2025, the Vietnamese music market witnessed a boom in albums across diverse genres, ranging from mellow pop/R&B to the exploration of folk elements.
Among them, singer Phùng Khánh Linh's album "Among Ten Thousand People" left a strong impression on audiences. She introduced musical genres "unfamiliar" to Vietnamese audiences, such as dream pop, indie rock, and alternative... With this bold move, Phùng Khánh Linh not only showcased her personality but also brought something different to the Vietnamese music market.
The album "Among Ten Thousand People" by singer Phùng Khánh Linh. (Photo provided by the subject)
Conversely, by choosing familiar pop/R&B melodies with songs that suit her vocal range in the album "Dear Min," singer Min has shown a very shrewd approach. "Dear Min," seemingly a simple product, has become a highlight in the colorful album landscape of Vietnamese music in the second half of 2025.
Singer Tung with "To Climb a Mountain". (Photo provided by the subject)
For My My, the album "Burning Blue" proved that this "beautiful girl" has a distinct musical mindset and exceptional vocal skills, ranking among performance-oriented artists. Although she excels in dance and many of her previous songs followed the dance-pop genre, with "Burning Blue," she delves deeper into R&B, and even ballads.
My My with her album "Burning Blue". (Photo provided by the subject)
Unlike the aforementioned singers, despite not participating in game shows or following popular music trends, Low G's products still receive public attention. He has always demonstrated his charisma whenever he appears. His album "L2K" continues his free-spirited, "do whatever I like" style.
Low G's album "L2K". (Photo provided by the subject)
In recent years, singer Tung has gradually emerged as one of the most popular indie artists, gaining widespread attention for his gentle, easy-to-listen-to music and profound, philosophical yet accessible lyrics. In 2025, he returned with his third album, "To Climb a Mountain," building on his musical strengths and showing significant improvements in arrangement.
Singer Tung with "To Climb a Mountain". (Photo provided by the subject)
For singer My Anh, the EP "Phases of the Moon" (comprising songs in English) tells a story with a clear beginning and end about the process of "healing," overcoming hurt to rise again after a failed relationship. For singer Trang, the album "Trong" offers a gentle and tender feel through insightful reflections on love. Singer Hoang Dung's album "Xoay Tron" and 2pillz (Pham Phu Nguyen)'s album "Pillzcasso" also have a strong appeal. "Pillzcasso," in particular, received high praise from the prestigious music website Pitchfork...
EP “Phases of the Moon” by singer My Anh. (Photo provided by the subject)
Trang's album "Trong". (Photo provided by the subject)
The album "Spinning Around" by singer Hoang Dung. (Photo provided by the subject)
2pillz's album "Pillzcasso". (Photo provided by the artist)
One of the most outstanding albums recently is "Giai Nhan" by Van Mai Huong. In "Giai Nhan," the female singer almost completely transformed herself; she sang naturally and comfortably, pouring out her heart, helping this album win over a wide range of audiences. The contribution of S HUBE – a leading music production team today with Hua Kim Tuyen, DuongK, and 2pillz – created an impressive musical product. "Giai Nhan" also portrays a new image of Van Mai Huong after 15 years of singing: mature, graceful, grown-up, and always yearning for love.
Van Mai Huong with her album "Giai Nhan" (Beautiful Woman). (Photo provided by the subject)
In the colorful landscape of Vietnamese music albums in the latter half of 2025, Dzung also contributed with "Hay không hay lắm" (Is It Good or Not?). This album uniquely combines guitar, zither, and vocals, exploring elements of local culture. "Hay không hay lắm" has two parts: a technically sophisticated instrumental section and a free-spirited, uninhibited, and fresh vocal section with Pham Anh Khoa.
Meanwhile, Wokeup's EP, Wokeup4am, demonstrates his long-term project-oriented approach. Instead of a few individual tracks, the artist chose to tell a complete story through a series of performance videos with diverse ideas, ranging from explosive and captivating energy to contemplative moments. This is no easy path, especially for a debut EP, requiring significant investment in time, finances, and a creative team.
Creating emotional value
In previous years, the Vietnamese music market mainly focused on singles or EPs accompanied by individual music videos. This was because streaming platforms like Spotify, Apple Music, and YouTube prioritized rapid listens – suitable for single songs and playlists played repeatedly.
However, recently, more and more meticulously produced albums have begun to appear. This shows that Gen Z singers not only want to spread their hit songs but also focus on telling a comprehensive story through music. Such albums usually have a consistent theme and a tight storyline, helping listeners understand the artist's world more deeply – something that singles struggle to achieve.
The current trend of releasing physical albums dominates the Vietnamese music market, leading many to believe that this type of product is experiencing a "reverse renaissance." Despite many young artists releasing physical albums, the global market remains too small compared to streaming.
"According to a report from the International Federation of the Phonographic Industry (IFPI), physical album sales account for only about 16%-17% of total music revenue in the entire market, while streaming accounts for up to 69%," musician Hoai An analyzed.
Musician Nguyen Hoang Duy believes that although many Gen Z singers strive to create physical albums, most artists don't place much expectation on profits from album sales. "They view them as products with spiritual value, commemorating their careers, rather than as a business strategy," he observed.
From the audience's perspective, a segment of Gen Z is interested in physical albums as collectibles and for a slower, more enjoyable listening experience. However, the majority of this age group still primarily enjoy music through streaming platforms due to their convenience and lower cost.
Many insiders believe that physical albums are unlikely to return as the mainstream product dominating the revenue market. Nevertheless, they will continue to exist as special products, catering to loyal fans or those who listen at a leisurely pace.
In any case, the fact that many Gen Z singers are focusing on releasing physical albums with clear themes demonstrates a deeper artistic direction. They are not chasing trends or trying to spread their products, but rather want to tell complete stories. This helps build a more sustainable artist image, creating emotional value and effective brand recognition.
Many young singers admit that releasing physical albums is risky due to high costs and low revenue. However, they view them as "musical memories" and hope that audiences will cherish and preserve them, rather than just listening to songs on playlists.
In terms of creating a lasting impact on the market in terms of revenue, physical albums are unlikely to become the same standout product as CDs did during their heyday. Physical albums now serve as gifts for fans, art collections, and proof of a singer's long creative journey.
Source: https://nld.com.vn/ca-si-tre-no-luc-thuc-thuc-album-196260104205544691.htm
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