With the wave of Gen Z artists entering the Vietnamese music market, Son Tung M-TP still knows how to maintain his top position.
According to statistics from Spotify, the world's number 1 paid music platform, Son Tung is the Vietnamese artist with the most listened song in 2024. Specifically, "Don't make my heart hurt" by Son Tung attracted more than 32 million listens after 5 months of release, helping the male singer stand above a series of other famous names in Vietnamese music.
Son Tung on stage recently caused a stir.
Son Tung after the stumbles
In 2022 and 2023, Son Tung's position was severely threatened, first of all in terms of the appeal of his products on digital music platforms. In 2022, Son Tung invested all his money in the MV There's No One At All , but the MV was controversial and was later deleted, and this project was considered "down the drain".
In 2023, Son Tung returned with Making My Way . This is a song with all English lyrics, no MV investment, so it was quickly forgotten among the series of quality products on the market in 2023. The name Son Tung in 2023 is no longer "calling the wind and summoning the rain". Then, there were topics of discussion about whether or not Son Tung's golden age had passed.
In 2024, Son Tung was much more active. The male singer returned with a series of grandiose projects at the beginning of the year and ended with the MV We of the Future . While the appeal of the product We of the Future had not cooled down, the singer from Thai Binh "surprised" the market with another grandiose MV - Dung Lam Trai Tim Anh Dau.
It can be said that Dung Lam Trai Tim Anh Dau is the biggest hit of Vietnamese music in 2024. First of all, the song's achievements on digital music platforms are impressive, and to date, it has maintained a strong stream growth rate (online listening) on the Spotify platform. On YouTube, the MV Dung Lam Trai Tim Anh Dau has attracted more than 110 million views/listens.
"Don't Make My Heart Hurt" is the only Vietnamese music video of the year to surpass 100 million views/listens. The interaction rate for Son Tung's latest MV also surpasses all, attracting more than 231,000 comments and 1.3 million likes. The MV "We of the Future" attracted more than 72 million views/listens and more than 260,000 comments.
The Son Tung fever has breathed hot air into the Vietnamese music market during the quietest periods of 2024. With the MV "We of the Future" , Son Tung brought the audience back to the feeling of waiting for a new product to be released at 0:00. In addition, the singer born in 1994 directly created a "domino" effect with the competition between Son Tung and Bich Phuong. But in the end, only Son Tung's MV had lasting appeal.
Recently, Son Tung caused a stir again when he performed for more than 30 minutes on a stage in Hanoi . In the battle for coverage between the hottest names in the market today, with Son Tung, Hieuthuhai, Tlinh, Soobin, Karik... Son Tung won overwhelmingly.
Don't break my heart is the most successful song in 2024.
10 years ago, Son Tung marked a turning point in becoming a Vietnamese music phenomenon after the super hit "Em cua ngay hom qua" . The singer from Thai Binh has maintained the appeal of a top singer for 10 years, going through a series of incidents related to plagiarism suspicions and personal scandals. When there was the rise of a series of Gen Z artists causing a storm on social networks, Son Tung's appeal was more or less threatened.
Son Tung's dozens of past hits were not enough to help the male singer maintain his number one position in the digital music segment. In 2023, that was proven when Son Tung's appeal on Spotify was inferior to MCK, Tlinh, Wren Evans and Hieuthuhai.
Interaction on Son Tung's social media channels has also declined compared to the golden period 5 years ago. As social media has developed strongly, artists increasingly tend to form teams, resonate together to attract interaction. Meanwhile, Son Tung is alone, without any connection even with his younger brother Mono.
By 2024, Son Tung had changed. The male singer gave up his dream of making English music and internationalizing it to return to familiar music. Son Tung brought his rumored girlfriend Hai Tu back to the MV "We of the Future" to create media leverage.
Over the past year, Son Tung's communication strategy has also changed. Instead of being completely secretive like before, the audience has seen a Son Tung who is more willing to create content. A typical example is the photo of Son Tung taken at a tea shop, which has been causing a stir on social media for the past week, which is a calculated communication campaign.
Son Tung talked on the live stage about inviting the audience to drink iced tea on the sidewalk. After that, Son Tung sat on the sidewalk drinking real iced tea, and a series of "content" joined forces to go "viral" across the internet. Similarly, throughout the promotional campaign for the 2 MVs, Son Tung integrated into the current trend to proactively create "viral" content on TikTok and appeal to the psychology of the Gen Z audience, who are currently the ones who decide trends for the music market.
Before Son Tung, Vietnamese music had Noo Phuoc Thinh as the leading singer of the generation and maintaining long-term appeal. Furthermore, Ung Hoang Phuc's success once dominated every corner, even the most remote places. However, the phenomena of Vpop in the past all had to give way to younger colleagues when music and promotion trends changed.
Son Tung is number one in the market's transition from Gen Y to Gen Z artists. No matter how arrogant Son Tung is, he must change, that is a mandatory condition to maintain the longest lasting appeal.
Source: https://danviet.vn/chua-the-lat-do-son-tung-m-tp-20241208071655445.htm
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