Audience recognition

A host of international artists arrive.

Recently, the Monsoon Music Festival 2023 announced its lineup of participating artists. Alongside rappers Suboi and Vu., the five-member synth-pop group Sunset Rollercoaster from Taipei, Taiwan, will also be the headliner at the festival's events.

The group Sunset Rollercoaster, Suboi, and Vu will be taking on the headliner role this year at the Monsoon Festival.

Accordingly, this band is currently very popular with young audiences. Hits like "My Jinji," "I Know You Know I Love You," and "Vanilla " are frequently heard in cafes, as well as on popular platforms like TikTok and the reel features of Instagram and Facebook. Taking place from October 14th to 22nd at many famous locations in Hanoi , this year's Monsoon Music Festival showcases the youthful energy and relevance to the new generation.

Also in Hanoi at the end of this month, the HAY Glamping Festival will welcome two big names: Ronan Keating and Epik High. With the theme "Where Youth Converges," the 10 hours on September 30th will be a rare opportunity for Hanoi audiences to immerse themselves in nostalgic melodies. While last year's HAY Fest brought together four popular bands – A1, 911, The Moffatts, and BLUE – this year, former members of Boyzone and a Korean hip-hop group with nearly two decades of activity will make a big impact.

According to the organizers of HAY Fest 2023, Ronan Keating will present Vietnamese audiences with incredibly special new arrangements of his hit songs that have been a part of the memories of the 80s and 90s generations, and continue to be cherished. The singer of " When You Say Nothing at All" will also bring his own band to perform live. Similarly, Epik High's participation is quite special, as they have just completed their Asia tour titled "All Time High ." The band hopes everyone will "Map the soul" and have "sleepless" nights together, as reflected in the title of their famous hit song and album.

Equally impressive is the Ho Chi Minh City International Music Festival – HOZO International Music Festival, a free event held in Ho Chi Minh City for three days from December 22nd to 24th. Musician Huy Tuan – the music director – stated that this year's international artists will be familiar and highly recognizable names. Although not officially announced, the presence of SMTown representatives at the press conference implicitly confirms the participation of K-pop artists and groups.

The lineup of artists performing at this year's Monsoon Festival.

Strengths in terms of brand recognition

Compared to previous seasons, this year's international artists are more popular and familiar to a wider audience. For shows like Monsoon or HOZO, while previous years focused on high-quality artists such as Grammy-winning British singer Joss Stone, producer Babyface, or the quartet BOND – all popular with generations born in the 80s and 90s – the inclusion of newer names demonstrates a much more targeted approach.

This not only creates opportunities to meet foreign artists, but also ensures the introduction of new faces. With their inherent appeal, these festivals also introduce other names across various musical genres and countries. At Monsoon, music director and composer Quoc Trung continues to introduce new and high-quality talents. While in previous years this somewhat hindered audience enjoyment, the appeal of these new and famous names may increase interest in diverse styles.

This trend is also evident in the lineup of domestic performing artists. No longer are top names like Thanh Lam, Ha Tran, and Tung Duong the only ones performing; this year, Monsoon also gives these positions to younger artists or those with numerous projects in recent years, such as Suboi, the band Ngot, and Vu. Other performances also feature highly-regarded indie bands like Quech, Nhung Dua Tre, Limebocx, and Meow Lac, further demonstrating the "youthful" element and a closer connection to a vibrant Vietnamese music market.

The lineup of artists performing at this year's HAY Glamping Festival.

HAY Fest 2023 also captured that, with a lineup of artists performing for 10 hours that included many prominent names, from nostalgic figures like Microwave and JustaTee, to younger artists such as Vu Thanh Van, Bui Truong Linh, Thinh Suy, and MINH… The organizers stated that in addition to showcasing major hits, the artists would also introduce EPs, albums, and brand-new projects in the near future.

Furthermore, the organizers are paying close attention to the musical fusion between different cultures. Epik High will also perform in the evening time slot alongside Suboi, JustaTee, and MCK – unique names in the Vietnamese hip-hop scene. Therefore, this collaboration is highly anticipated by many viewers, promising explosive moments throughout the show.

With these unique features, even though it takes place during a relatively vibrant period for Vietnamese music at the end of the year with many individual live shows by famous domestic artists, Monsoon and HAY Fest are still expected to achieve their own success. For Monsoon, early bird tickets (with many discounts) sold out quickly, demonstrating the right direction and understanding of the entertainment needs of young audiences.

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