EP unexpectedly exploded in popularity.

EPs are a cost-effective way to still ensure the creativity of artists.

Unlike albums, which are longer than singles, and less expensive than music videos, EPs (Extended Play), while not a new trend, have unexpectedly exploded in popularity due to their low cost while still being sufficient to introduce ideas and convey messages to the audience.

The ideal choice

The Vietnamese music market was once dominated by multi-million dollar music videos due to their massive viral effect, but now, the race in Vietnamese music is dominated by EPs. The trend of releasing EPs is overshadowing albums because of their outstanding advantages, especially their suitability for the current generation of young singers.

An EP is a music format, typically shorter than an album, containing fewer songs than a traditional album. In terms of length, an EP is usually around 10-20 minutes, while a single can be under 10 minutes and an album can range from 30-80 minutes. With 4 to 6 tracks, EPs have become an optimal alternative to longer, traditional albums. This is an ideal solution not only for meeting the audience's need for quick and convenient music listening but also for helping artists maintain a consistent presence in the market.

Ho Ngoc Ha's EP "Close your eyes, turn on the music, turn off your phone." (Photo: TPRO)

Some successful EPs from the past year include: FLVG (Low G ft. tlinh), Suýt 01 (Ngọt), Lặng (Shiki), MỘNG MEE (AMEE), Nhắm mắt, bật nhạc, tắt phone (Hồ Ngọc Hà), Chia tay (Juky San), Duyệt (Hoàng Yến Chibi), Là em (Pháo), SOULBER (Vsoul), FLEXIBLE (Chi Pu), Keep cầm ca (Binz)... Besides new names like Mỹ Anh, Orange, Thể Thiên, Thoại Nghi, Ánh Sáng Aza..., rappers have also joined the trend. A series of albums such as "421" by Karik, "Nhân trần" by Big Daddy, "An" by Lil Wuyn, "The Wxrdies" by Wxrdie, "Medicine" by Coldzy, "FLVR" by Low G in collaboration with tlinh...

With the rapid development of online music streaming platforms such as Spotify, Apple Music, YouTube, and SoundCloud, accessing music has become easier and more convenient than ever. Audiences can listen to their favorite songs anytime, anywhere, which has changed listening habits. Previously, listeners might patiently listen to a long album, but now they often prefer shorter, more accessible tracks. Therefore, EPs – with just the right number of songs to offer something new without being overly lengthy – have become an ideal choice for both artists and listeners.

The cost of producing an EP is cheaper than an album. For independent artists or newcomers, an EP helps reduce costs while still allowing them to create a quality musical product. Composer Hứa Kim Tuyền shared: "Most Vietnamese artists nowadays release EPs on digital platforms, so the number of listeners is sometimes even higher than a single, and the time and strategy for promoting the product are clearer. Moreover, when making an EP, people focus more on the quality of the songs and it's easier to highlight the artist's ideas or message."

Unique and different

According to Spotify's "Culture Next," 76% of Gen Z believe that new trends are often linked to songs with strong viral potential. This means that instead of needing 4 minutes to convince a listener, in this day and age, that number has shortened to just 15 seconds – the same amount of time before viewers decide to scroll past. This shift shows that music is integrating into life more dynamically and flexibly than ever before.

The trend of shortening song lengths has also led to a boom in tracks dubbed "music for lazy people," lasting only 2 to 3 minutes. Over the past year, the number of EP releases has increased significantly, reflecting an optimized strategy that saves production costs while generating profit and still tells a complete musical story. While full-length albums are still considered a milestone in a singer's career, EPs or mini-albums are now a more advantageous choice for exploring the market or experimenting with new styles without excessive risk.

Most artists admit: "Nowadays, music videos no longer have the same promotional impact as before. Audiences prefer simplicity, authenticity, and high-quality content rather than the grandiose aesthetics of the past."

According to experts, music videos, albums, or EPs are merely forms; what audiences still need is quality. Unlike albums, which are bound by a large theme or style, EPs allow artists the freedom to experiment with musical genres they enjoy. Less than an album, more than a single, an EP is perfectly suited for an artist to explore and introduce a concise concept or story, enough to create uniqueness and distinction.

"EPs also offer a complete musical experience with a seamless musical narrative, helping listeners better understand the ideas and messages they want to convey. This enriches the listening experience, evokes deep emotions, and creates a strong connection between the artist and fans," - The Men expressed.

EPs are a positive trend for Vpop, as artists are not only competing in quantity but also focusing on building a harmonious musical space with unique concepts, something a single can't achieve. This allows artists to express their artistic individuality more clearly, and audiences have more choices than just one song or music video.

Source: https://nld.com.vn/ep-bat-ngo-bung-no-196250714195703639.htm