Music "joins hands" with heritage.
“Over the years, wherever I've traveled in my country, I've recorded the sounds and noises of each locality. It could be the sound of trains running along the North-South line, the engine of a fishing boat off Phu Quy Island, the sounds of small boats and canoes in the Mekong Delta, or the fireworks in the sky over the Nam Rom River in Dien Bien during the 70th anniversary of the Dien Bien Phu Victory… I want to preserve these sounds in this album as the sounds of the 2025 era,” shared guitarist Dzung (Pham Viet Dung) about his recently released album, “2025 - Is It Good or Not?”
Upon its release, the album was highly praised by critics for its creativity and strong impact. With the concept of traveling the country through traditional music , the album takes listeners on a journey through the beautiful landscapes of Vietnam, participating in unique traditional festivals, listening to stories of our ancestors' glorious history, enjoying local products, and feeling the love of people in the modern era. The album also features collaborations with Meritorious Artist Hai Phuong, bassist Tran Chanh Thao, Pham Anh Khoa, and Le Hoang Phi.
In early June, instead of choosing familiar urban spaces, the Forestival 2025 music festival was held on Khe Coc Island – located within the Trang An Scenic Landscape Complex in Ninh Binh – a dual world heritage site. The stage was designed based on inspiration from the majestic "river and mountain landscape," transforming Forestival 2025 into a music and creative festival where music deeply blends with the beauty of nature and the depth of cultural heritage.
Furthermore, the performances were meticulously staged, emotionally rich, and seamlessly integrated music with the heritage setting. Audiences witnessed an impromptu dialogue with Xẩm – a precious cultural heritage of Ninh Bình – blended with modern trends such as rap, rock, and ballad, performed by the expressive voices of Hà Anh Tuấn, Đen Vâu, Hoàng Dũng, Vũ Cát Tường, Phan Mạnh Quỳnh, and others.
Focus on how to utilize the materials.
Culture has always been considered an effective way to promote tourism, as it easily touches people's hearts and inspires a desire to travel. Understanding this, recently, many works by artists, especially foreign singers, have been created to promote Vietnamese culture and tourism.
In April, the music video "Victory - Bond in Vietnam" by the famous band Bond showcased stunning images of the World Heritage site of Ha Long Bay. Prior to that, artist Kenny G released the impressive song "Going Home." In the music video, he played the trumpet by the Long Bien Bridge at dawn, visited Hoan Kiem Lake, the Hoa Phong Tower and The Huc Bridge, then passed through the Thang Long Imperial Citadel, the Hanoi Flagpole, and the Temple of Literature; similarly, Alan Walker's music video "Alone Part II" (Alone, Pt.II), filmed in Son Doong Cave (Quang Binh), created a major boost for tourism in Quang Binh...
In Vietnam, singer Vu Thang Loi impressed with his MV "Ha Giang Oi"; Sen Hoang My Lam with "Tay Bac va Em"; Den Vau with his MVs "Luon Yeu Doi" and "Nhac Cua Rung"; Only C with his MV "Tuyet Voi Da Nang"; K-ICM with his album "Hoa"; music producer Masew with his MV "Vietnam My Home"; Kyo York released "Sugar"... The Ho Chi Minh City Department of Tourism once introduced Vicky Nhung's MV "Viet Nam Di Va Di" with 600 shots at a series of famous tourist destinations such as Mua Cave (Ninh Binh), Lan Ha Bay (Hai Phong), Pu Luong (Thanh Hoa)... which was well received by young people.
The orientation of these art projects reflects an effort to meet the deeper needs of modern audiences, who seek experiences that go beyond mere entertainment. However, when developing music products in a cultural and tourism-oriented direction, attention should be paid to the way materials are utilized, as ideas and imagery can easily overlap.
In reality, many musical products that draw inspiration from the natural environment and culture of a region have faced negative public opinion due to carelessness, lack of understanding, and insufficient research into local knowledge, culture, and tourism. Therefore, with the support of cultural management agencies and local authorities, artists can transform musical projects into effective tools for promoting culture and tourism, helping to spread the image of Vietnam to the world in a more vibrant and accessible way.
Source: https://www.sggp.org.vn/co-mot-viet-nam-diem-den-hap-dan-trong-am-nhac-post800729.html
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