Bringing Vietnamese music to the world.

Vietnamese music has gradually expanded beyond its borders, but to make an impression on the international music map, a well-planned and comprehensive strategy is needed.

Singer Dinh Bao (former member of the group AC&M), after studying and working in the US, founded the CRIIO platform. He hopes to bring more Vietnamese music to the international market, especially to support young people.

A new bridge for Vietnamese music.

CRIIO is designed as an ecosystem to help artists create, release, publish, and manage music copyrights in the digital age. It connects with approximately 100 global music distribution platforms such as Spotify, Apple Music, Amazon Music, Tidal, etc. CRIIO also partners with over 180 organizations protecting intellectual property, copyright, and related rights to ensure the rights of Vietnamese authors and artists.

At the recent launch of CRIIO in Ho Chi Minh City, singer Dinh Bao revealed that he had been nurturing this project since noticing the nascent digital music market in Vietnam. Therefore, while AC&M was operating stably, he decided to go to the US to focus on studying and learning about the international music market.

Singer Hoa Minzy made a splash with "Bac Bling". (Photo: NHAT NGUYEN)

As predicted by Dinh Bao, the release of Vietnamese music on international platforms has recently begun to develop. Many Vietnamese musical works have gained attention, and several organizations have undertaken this work. According to Dinh Bao, CRIIO, which he researched and developed, has the advantage of connecting with many organizations, helping artists release simultaneously on multiple platforms or proactively choose their desired market.

The Vietnamese music market is considered to have great potential. Recently, many Vietnamese singers and songs have made a good impression, even becoming sensations abroad. This has opened up hope for bringing Vietnamese music to the global market in a more systematic way.

For example, Hoa Minzy's song "Bac Bling" was once considered a Vietnamese music phenomenon, even causing a global sensation. The "Bac Bling" music video held the #1 Trending position on YouTube Vietnam for many days. On YouTube Charts worldwide, "Bac Bling" topped two categories: Most Impressive Debut Music Video and Most Impressive Debut Song. The Best Popular Music Video chart (including both new and old releases) on March 9th recorded "Bac Bling" at #2 globally.

The Japanese newspaper Nikkei Asia commented that "Bac Bling" is an entertainment product deeply rooted in Vietnamese culture. The fact that Singaporean Prime Minister Lawrence Wong used the song "Bac Bling" as background music for his vlog during his visit to Vietnam in March 2025 also demonstrates the music video's widespread appeal beyond national borders.

Previously, singer Hoang Thuy Linh's "See Tinh" also received attention from many music lovers around the world. This song became a sensation in many countries such as Thailand, South Korea, China, India… Many listeners consider "See Tinh" to be a modern, youthful song; a harmonious combination of tradition and modernity.

Emphasis on traditional culture

Experts believe that the aspiration to bring Vietnamese music to the world has been cherished by many generations of composers and singers. However, this dream remains unfulfilled due to the closed nature of the Vietnamese music industry.

Previously, only a select few individuals with the means could afford to open their own doors through collaborations with international artists. Thanh Bui collaborated with William of Black Eyed Peas and Tata Young; Son Tung M-TP collaborated with Snoop Dogg... More recently, Duc Phuc teamed up with the band 911; K-ICM connected with Plastik Funk, Polmoya, and 9tySlac; SOOBIN with Ji Yeon of T-ara; Vu with Lukas Graham...

Conductor Tran Nhat Minh highly appreciates Vietnamese artists who have pioneered collaborations with foreign artists. The results are often well-invested and meticulously crafted products.

"Collaborating with foreign artists is a fusion of Vietnamese and world music. This groundbreaking combination has helped Vietnamese musical works gain appeal," commented conductor Tran Nhat Minh.

According to singer ST Son Thach, when collaborating with foreign artists, Vietnamese artists have the opportunity to learn many things, from musical rhythms to performance styles and creativity in their works. However, to make an impression on the international music market, choosing what products to introduce and how to present them is also a difficult problem to solve. Experts believe that integration needs to be done with all genres of music, from traditional to popular, light music, etc.

Rapper Tien Dat believes that popular music tends to take the lead when integrating with world music. However, we need to take advantage of this to introduce and promote songs with a nationalistic feel and a unique Vietnamese style.

"The West already has its own music. If we introduce the West to the music they already have, it certainly won't make an impression. Not to mention, with that music, how can we be as outstanding as theirs – music they've developed for generations? Meanwhile, the West doesn't have the music that we possess: the unique traditional culture of Vietnam. When we introduce to the outside world something they don't have, we'll surely make a better impression," rapper Tiến Đạt analyzed.

The Strategy for the Development of Vietnam's Cultural Industries until 2020, with a vision to 2030, has identified cultural industries as an important component of the national economy. The State creates favorable conditions to attract maximum resources from businesses and society to develop cultural industries.

Bringing Vietnamese music to the world also aims to implement the strategy of developing Vietnam's cultural industries. Musician Quoc Trung emphasized: "Vietnamese music is gradually establishing its name on the international music map. Many young musicians have strived to get their compositions onto global charts. Although there are still difficulties and obstacles, with the efforts of many sides, from artists to authorities, the day when Vietnamese music products are accepted by the world is not far away."

The aspiration and goal of many Vietnamese artists is for Vietnamese music to reach the world. In today's interconnected world, this dream is becoming increasingly achievable.

Source: https://nld.com.vn/dua-nhac-viet-vuon-ra-the-gioi-196250525203223453.htm