Businesses play big, pouring billions into singers making MVs

In 2019, in the MV "This song is chill", for the first time Den Vau inserted an advertisement and he was quite frank when rapping at the end: "This song already has an advertisement, without money, how can you make music?".

Collaboration between businesses and singers has flourished in the past 6 years and is still a trend that brands are interested in.

When businesses join hands with singers

Businesses play big, pouring billions into singers to make MV 1

Image of Den Vau in MV "Going in the summer"

Remember, 6 years ago, Dien May Xanh was one of the pioneers to successfully apply the music marketing method.

This campaign contributed to bringing the brand's sales in 2017 to more than 4,600 billion VND, nearly double that of 2016.

Even big brands like Honda, Pepsico , Biti's... are not out of this game. Brands even spend a lot of money to invite A-list stars with large fan bases such as: Ha Anh Tuan, Son Tung M-TP, Hoang Thuy Linh, Den Vau...

Typically, Honda Vietnam also periodically releases music videos every time it launches a new product and always achieves impressive results.

The company's achievements after collaborating with Den Vau in the MVs "Go home" (2020, 145 million views) and "Bring money back to mom" (2021, 85 million views), "Go in the summer" (2022, 17 million views).

For 3 consecutive years, the Winner X line has continuously achieved the leading position in the manual transmission motorbike segment in the Vietnamese market. By 2023, after joining hands with the "rap prince" Hieu Thu Hai, Truc Nhan in the MV "Tet nho den gia" with the Vario 160 line, this company also set a sales target of 100,000 vehicles/year, just behind Wave Alpha and Vision.

At the end of 2022, steel giant Hoa Phat also joined hands with Hoang Thuy Linh and Karik to release the MV "Kien 3 Chan". The MV was released at the right time when Hoa Phat Group's (HPG) shares, along with the stock market, were going through a storm.

According to We are social, the number of social network users in Vietnam in January 2023 was 70 million. YouTube users alone in early 2023 were 63 million, of which: "Music" and "Movies" were the two most searched keywords.

Closing the trading session on October 4, 2022, HPG was only 18,850 VND/share - continuing to decrease by nearly 5% compared to the previous session. The market capitalization value lost nearly 1 billion USD in just 1 week. However, this campaign of Hoa Phat still recorded achievements in terms of brand promotion when the MV quickly reached more than 330,000 views after 21 hours of broadcasting.

Previously, on October 20, 2020, Hoa Phat was very successful when joining hands with Bich Phuong to make the MV "Picky".

On the day of the MV’s launch, HPG shares closed at VND29,350, adjusted to VND16,330. That was also the time that witnessed HPG’s explosive rise over the following year, and it became the “national” stock of the stock market.

Before Honda and Hoa Phat, in 2019, e-commerce platform Tiki played big when it invested money in a project to sponsor up to 100 music products of artists in the media project "Tiki goes with Vietnamese stars".

Some of the MVs include: “Bac phan” (K-ICM, 100 million views), “Don't love anymore, I'm tired” (MIN, over 50 million views), “Anh oi o lai” (Chi Pu, over 50 million views)…

According to Advertising Vietnam, after only 1 year of broadcasting, this project has received 2 billion views, reaching 300 - 400 million users with 37 Top Trending YouTube MVs and 16 MVs reaching Top 1 Trending YouTube.

Mr. Ngo Hoang Gia Khanh - Deputy General Director of Business Development at Tiki affirmed: "This project is 20 times more effective than other conventional forms of advertising on the YouTube platform".

The game is also very elaborate.

Hoang Thuy Linh and Karik in the MV "Tripod"

Honda Vietnam confirmed that it will not hesitate to consider releasing a new MV when there is a suitable product and suitable artist in the future.

“The fact that more and more big brands are investing in music marketing activities has proven the effectiveness of this communication method. That also means that this is a challenge for brands, because the competition is increasingly fierce not only between brands - brands but also between brands - artists in the production of MVs,” said Honda Vietnam.

“

Music Marketing will continue to be a big trend in the coming time. Especially when video/music channels are seeing an increase in users and traffic every year. For example, TikTok has surpassed YouTube, with an average traffic of 23.5 hours/month. Thus, Music Marketing, especially short-duration, highly informative music videos, will still be a smart and effective approach in the coming time.
Mrs. Chang Tran

”

According to Ms. Chang Tran, Marketing Director of Digital Transformation Solutions Joint Stock Company (THG), a former lecturer of Google's program in Vietnam, with its viral characteristics and high memorability, music marketing is a method chosen by many brands in an effort to bring their products closer to consumers.

Music marketing is expressed in many different forms such as: TVC; radio commercial, music videos or viral clips.

Usually, brands have many ways to accompany artists' music videos or sponsor part of the production costs as sponsors.

Going bigger, brands can produce their own MVs and invite artists to appear and perform. Therefore, the cost that brands are willing to spend money on has a fairly large amplitude, ranging from about 10 million VND to billions of VND. Of course, their control can gradually increase in proportion to the amount of money spent.

“For individual MVs, investing in image, composing individual songs, collaborating with A-list stars, hiring a large production team… like campaigns by PepsiCo or Honda, the investment also ranges from 1 to 3 billion VND. For MVs with 50 million views, the amount spent can also be up to tens of billions of VND,” Ms. Chang commented.

The bargain still comes with strings attached and risks.

Admitting that the relationship between brands and artists is symbiotic, with both sides benefiting, LV - the director behind many sponsored MVs - admits that when brands have 50% of the decision-making power over the product, the director's role is reduced to that of the production team.

“That means the director has to listen to them, they spend money so they have to get what they want.

Not to mention, we have to satisfy the brand and research to integrate the story smoothly and logically with the MV's story, avoiding falling into excessive advertising," LV expressed.

From another perspective, Ms. Chang Tran believes that using famous people's MVs for communication also has many risks such as: choosing the wrong channel, implementation method; choosing the wrong KOL (Key Opinion Leader), not having a good message... Among them, the biggest risk is celebrities, scandals that even the artists themselves cannot foresee.

“This affects the image of both the artist and the business's sales, such as being boycotted and condemned by users,” Ms. Chang commented.

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