Despite the strong influx of Gen Z artists into 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 one paid music streaming platform, Son Tung is the Vietnamese artist with the most streamed song in 2024. Specifically, "Don't Break My Heart" by Son Tung has garnered over 32 million streams after 5 months of release, placing the male singer above a number of other prominent names in Vietnamese music.
Son Tung's recent stage performance has caused a sensation.
Son Tung after his setbacks
In 2022 and 2023, Son Tung's position was severely threatened, primarily regarding the appeal of his products on digital music platforms. In 2022, Son Tung invested heavily in the music video "There's No One At All ," but the MV was controversial, subsequently deleted, and the project essentially went down the drain.
In 2023, Son Tung returned with "Making My Way ." This song, written entirely in English and without a music video, was quickly forgotten amidst the array of high-quality products on the market that year. Son Tung's name no longer commanded immense popularity in 2023. This led to discussions about whether or not his golden age had passed.
In 2024, Son Tung was significantly more active. The male singer returned with a series of grand projects at the beginning of the year, culminating in the music video "Our Future Selves ." While the hype surrounding "Our Future Selves" hadn't yet died down, the singer from Thai Binh province surprised the market with another spectacular music video - "Don't Break My Heart."
It's safe to say that "Don't Break My Heart" is the biggest hit of Vietnamese music in 2024. First, the song's performance on digital music platforms is impressive, maintaining a strong stream growth rate on Spotify. On YouTube, the music video for "Don't Break My Heart" has garnered over 110 million views/listens.
"Don't Break My Heart" is the only Vietnamese music video this year to surpass 100 million views/listens. Sơn Tùng's latest music video also boasts superior engagement, attracting over 231,000 comments and 1.3 million likes. Meanwhile, the music video "Our Future Selves" has garnered over 72 million views/listens and more than 260,000 comments.
The Sơn Tùng craze has heated up the Vietnamese music market during the quietest periods of 2024. With his MV "Chúng ta của tương lai" (Our Future Selves ), Sơn Tùng brought back the feeling of anticipating a new release at midnight. Furthermore, the singer born in 1994 directly created a "domino" effect with the competition between Sơn Tùng and Bích Phương. But ultimately, only Sơn Tùng's MV had lasting appeal.
Recently, Son Tung caused a sensation again when he performed for over 30 minutes on a stage in Hanoi . In the battle for popularity among the hottest names in the market today, including Son Tung, Hieuthuhai, Tlinh, Soobin, Karik, etc., Son Tung emerged victorious.
"Don't Break My Heart" was the most successful song of 2024.
Ten years ago, Son Tung marked a turning point as a Vietnamese music phenomenon after his mega-hit "Em cua ngay hom qua" (You of Yesterday) . The singer from Thai Binh province has maintained his appeal as a top artist throughout the past decade, enduring a series of controversies regarding plagiarism allegations and personal scandals. With the rise of Gen Z artists who have taken social media by storm, Son Tung's popularity has been somewhat threatened.
Dozens of past hits by Son Tung were not enough to help the male singer maintain his number one position in the digital music market. In 2023, this was proven when Son Tung's popularity on Spotify lagged behind MCK, Tlinh, Wren Evans, and Hieuthuhai.
The level of interaction on Son Tung's social media channels has also declined compared to his peak five years ago. With the rapid development of social media, artists are increasingly forming teams and collaborating to boost engagement. Meanwhile, Son Tung remains isolated, lacking connections even with his younger brother Mono.
By 2024, Son Tung had changed. The singer abandoned his dream of making English-language, international music and returned to his familiar style. Son Tung brought his rumored girlfriend, Hai Tu, back into the music video "Chung Ta Cua Tuong Lai" (Our Future Selves) to create media leverage.
Over the past year, Son Tung's media strategy has also changed significantly. Instead of being completely secretive like before, audiences have seen a Son Tung who is more proactive in creating content. A prime example is the photo of Son Tung taken at a roadside tea stall, which went viral on social media a week ago; that was a calculated media campaign.
Sơn Tùng mentioned on live stage that he wanted to invite the audience to drink iced tea on the sidewalk. Afterward, Sơn Tùng actually sat on the sidewalk drinking iced tea, and a series of collaborative content pieces went viral across the internet. Similarly, throughout the promotional campaign for his two music videos, Sơn Tùng embraced current trends to proactively create viral content on TikTok, targeting the Gen Z audience, who currently determine trends in the music market.
Before Son Tung, Vietnamese music had Noo Phuoc Thinh as the leading singer of his generation, maintaining his enduring appeal. Further back, Ung Hoang Phuc's success once dominated every corner, even the most remote areas. However, these past phenomena of Vpop must eventually give way to younger colleagues as musical trends and marketing strategies change.
Son Tung is currently number one in the generational transition from Gen Y to Gen Z artists in the market. No matter how arrogant Son Tung may be, he has to change; it's a necessary condition to maintain his appeal for the longest time.
Source: https://danviet.vn/chua-the-lat-do-son-tung-m-tp-20241208071655445.htm
Comment (0)