Decoding Den Vau

From a sanitation worker, Den Vau rose to become a top rapper. His love for music and his unwavering focus on positive values have inspired people to live and contribute to the community.

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Den Vau participating in community activities. Photo: Trong Tai

Den Vau's music is down-to-earth, drawing heavily on everyday life from the very beginning of his career. His song "Dua Nhau Di Tron" (Let's Run Away Together) succeeded precisely because of this authenticity and relatable quality, at a time when the rap scene in the Vietnamese music market was still rather barren, and the number of rappers making a mark in the mainstream was modest.

"Cooking for You" is the 16th music video to top the trending list for Den Vau on YouTube. After 10 years of uploading videos to YouTube, the rapper from Quang Ninh has accumulated nearly 2 billion views. Den Vau currently has over one million listens on Spotify, placing him among the Vietnamese artists with the most listeners in digital music.

Den Vau poured his heart and soul into art and created his own unique path.

"Thank you, life, for giving me a job, the ability, and the opportunity to serve the community!"

Rapper Den Vau

Whether Den Vau's works truly reflect the personality and culture of rap is a topic of constant debate. However, one thing is certain: Den Vau has succeeded in integrating rap music into the mainstream music market. Thanks to this, Den Vau has found his own path, distinguishing himself from the rap scene while remaining close to Vietnamese audiences.

While many rappers choose unconventional styles and fashion , and venerate hip-hop culture, Den Vau is down-to-earth and simple. Most rappers will adorn themselves with something to show off their "coolness," such as hairstyles, jewelry, or tattoos; Den Vau, however, is genuine and is often described as a farmer in the guise of a rapper.

Vietnamese rap music, influenced by European and American rap, is constantly updating its genres. Right now, most Vietnamese rappers are following Trap, Drill, and Melodic styles, with increasingly powerful, electronic music and lyrics mostly focusing on flexing (showing off) and satire. Meanwhile, Den's music remains safe, ignoring the trend of writing English lyrics or using auto-tune.

Expressing individuality and unique style is one of the crucial elements for a rapper in the market. However, it's different for Den. The elements that build his brand don't come from flashy, self-aggrandizing songs, but rather from products that connect with the community.

The key to Den Vau's success lies in his rap songs that powerfully resonate with the masses. Every lyric makes listeners reflect and ask themselves, "Is that me?" For example, in "Take Each Other Away," Den Vau encourages listeners to enjoy life more. In "This Song Is Really Chill," Den Vau explores the frustration and pressure faced by those who "work long hours but still don't earn enough."

Den Vau made a strong impression with a rap song about his mother - "Bring Money Home for Mom" - and created a buzz with the line: "Bring money home for Mom, don't bring worries home for her." In his most recent hit, "Cook for You," he wrote about children in mountainous regions, facing hardship and needing the community's support.

A rapper, who requested anonymity, commented to Tien Phong newspaper on Den Vau's success: "From the very beginning, in terms of the message of his products, Den Vau has succeeded. His products are all harmonized to create a rap song that suits the spirit and tastes of Vietnamese audiences. Not every rapper is as restrained in terms of lyrics and music, compared to the inherent nature of rap, as Den Vau. Only Den Vau has been able to do that, and his success is different from the rest."

Bringing hearts to the community.

After finishing high school, Den Vau became a garbage collector in Ha Long Bay. Due to his family's financial difficulties, he chose to start working early. For seven years, from 2009 to 2016, Den Vau worked various jobs, from collecting garbage offshore to working as a ticket checker and providing information to tourists. There were times when he felt insecure, spending his days surrounded by piles of garbage, not knowing where to go, only knowing how to live in isolation, dreaming of a better day.

Den Vau and his younger brother opened a coffee shop, meeting like-minded people, but the business failed and had to close. However, he feels grateful because those years gave him life experience and motivation to pursue music. It's not difficult to find words like "thank you" and "gratitude" in his public statements. Having experienced hardship and life's challenges, he always cherishes everything he has, without illusions. "I feel grateful. Not because I'm talented, but because I'm lucky. I know how to appreciate the simplest things, I know where I come from and what is essential for life," Den Vau shared.

From his music to his lifestyle and interpersonal skills, Den Vau exudes a genuine and approachable aura, even as an A-list rapper. This is evident in his affectionate way of referring to his audience as "fellow enthusiasts"—a metaphor for those who share his emotional connection or love of his music. At 26, after receiving his first paycheck, he made time to prepare himself and send money home to his parents. This positive shift in his career transformed his music from dark and gloomy to more cheerful and optimistic.

Den Vau embodies many good things, both in his work and his life. In saying this, he considers himself an ordinary person, hesitant to accept praise, and believes that his actions stem purely from his innocence and desire to share with the community.

To date, Den Vau has donated 690 million VND to build two schools in Son La and Dien Bien, and sponsored the "Spring Journey - Tet Reunion 2024" program of the Ho Chi Minh City Student Support Center to provide transportation for 2,000 disadvantaged children to return home for Tet. In addition, he contributed over 160 million VND to the "Nurturing Children" project, supporting 30 students for four years. The entire revenue from his music video "Cooking for Children," totaling 400 million VND, was used by Den to build four computer labs for children in mountainous regions.

Upon being honored as one of the Top 10 Outstanding Young Vietnamese of 2023, Den Vau expressed that this was a great honor in his life and believed it would be a milestone in his artistic journey. He also expressed his wish to serve society, the community, and his audience. He thanked the public and life for "always encouraging, supporting, and being tolerant so that Den's creations could reach everyone's ears."

Den Vau, whose real name is Nguyen Duc Cuong , was born in 1989 in Quang Ninh. For his positive contributions to the arts and community and social activities, he was honored by the Central Youth Union as one of the 10 Outstanding Young Vietnamese of 2023.

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