Ho Chi Minh City has all the conditions to become a music center with local identity and contemporary regional characteristics...
In the context of Vietnam identifying the cultural industry as a new growth driver, the application of traditional cultural materials to music products is not only an aesthetic choice, preserving and promoting cultural identity, but also a strategy to create added value, forming the competitive identity of creative products "Made in Ho Chi Minh City".
Preserving traditional "seeds"
In artistic creation in particular or in industrial product creation and construction in general, the key point is not just knowing how to use materials but how to apply them.
In applying elements of traditional culture as creative materials, we can aim to promote rather than protect, or in other words, we preserve traditional "seeds" and use and upgrade them with technology. Another example can be given: The folk tale "Tam Cam" that every child in Vietnam has heard many times. However, when "applied" as the image for the MV song "Anh oi o lai" (composed by: Dat G, arranged by: Doan Minh Vu, performed by: Chi Pu), it was placed in contrast to the content.
Phuong My Chi performs "The Universe of Flying Storks" in the showcase to launch the album of the same name (Photo: THUY LINH)
Likewise, "Bong bong bang bang" (performed by 365 band, composed by Only C and Nguyen Phuc Thien, is the theme song of the movie "Tam Cam: The Untold Story" - 2017) or the song "Ta hu se nhan ra" (Le Cat Trong Ly, soundtrack of the movie "Tam Cam: The Untold Story") or the song "Vu tru co anh" (composed by DTAP, performed by Phuong My Chi) also have different appearances.
Not to mention many rap songs about "Tam Cam", "Tam Cam Dai Chien", "Co Tam Ngay Nay" or "Tam Cam Chuyen Hoang Hau Suu Te"... are spread on the internet. Although not stable or still have many problems with the content, it can be seen that the same material as an ancient story can still be expressed in many different ways, making the characters and stories always new and creating a new value chain, affecting different stakeholders.
Suggestions for content creators
From there, some suggested experiences for producers, creators, and artists:
- Using timbral identity: the timbre of the zither, the dan kim, and the monochord is only part of the story of using traditional musical materials. It is the characteristics when expressing musical melodies such as vibrato, slurring, repetition, or omitting words, emphasizing sentences, using syncopation... that are the elements of traditional music's identity. Moreover, the way these elements are placed in a modern harmonic framework in a reasonable and delicate way; the way of filtering, finding the quintessential elements that create identity and knowing how to skillfully develop them are the things that give listeners new but impressive emotions.
Producer DTAP - 3 young members with the ability to combine traditional and modern music - have produced hits for many famous artists. DTAP won the 2020 Mai Vang Award in the category "Most Favorite Song" with the song "Let Mi Tell You" by singer Hoang Thuy Linh (Photo: HOANG TRIEU)
- Telling Vietnamese stories with unique musical melodies but with new, contemporary and global rhythms: short, clear, easy to remix, paving the way for the secondary creative community (dance cover, beat flip). This is also the way that creators apply. However, this method changes the work and easily creates similarities between the works (due to the movement of the melody). Experience shows that: a song is released or spread on a digital platform best in short videos , in which listeners (especially young people) can immediately analyze/separate (chopping) a familiar song/musical line, turning them into popular, folk songs/speeches with their own characteristics and easy to remember. So, the beauty lies in the simplicity and meaning.
- Artistic design as IP assets: Ao dai/patterns/ceremonial props are not only "decorative" but become identifiable symbols, with the ability to be commercialized (merch, fashion collaboration). This, along with visual elements, storytelling... are also ways to refer to.
Propose 6 solutions
To support creators, especially young people, to facilitate their creativity, we have some suggestions:
One is to establish a "Databank (or sample warehouse) of local character of Saigon - Nam Bo" (open to young producers): record traditional folk songs, reformed opera, traditional opera, Southern ceremonial music or typical sounds of the standard urban river environment, performed seriously, recognized by the community. Turn into resources and establish a bank, data warehouse. This resource is popularized, released and used under an open license with guidelines on citation.
Second, the MV co-production fund - building a live performance program (Live Session) connecting traditional culture and contemporary culture: funding projects using traditional musical instruments or other traditional cultural elements such as heritage spaces (Binh Tay market, Bach Dang Wharf, Nha Rong Wharf...), typical architectural works of the city with strict requirements and regulations in creative application to protect heritage in terms of art, context safety, content and characteristics.
Third, the program "Residency Music & Stage" connects artists, producers with MV directors: having time to create, build works, time to test and present shows, record according to a certain schedule, and release on the internet under the strict management of professional agencies.
Fourth, the professional standard of "editing" for MV/concert: building a team of academic consultants to ensure the quality of artistic and cultural expertise while still being suitable for mass entertainment. This academic team is responsible for consulting on professional content, reviewing, accepting for release and dissemination on the mass media system.
Fifth, establish the "Saigon Sounds of Heritage" award: periodically rank and honor products that effectively apply and exploit traditional cultural heritage on digital platforms. At the same time, build a list of "strong", award-winning brands... of the city.
Sixth, legal standardization - copyright for traditional cultural materials: when citing ancient melodies, it is necessary to consult academically and clear the copyright of recordings/performances to prepare for international distribution. Copyright, licensing: standardize the process for citing traditional melodies; develop a local "sample library" for producers, especially young creators and producers.
(To be continued)
(*) See Lao Dong Newspaper from the November 21 issue
Connect and synchronize industries with each other
It is necessary to connect industries and management units to pave the way for the synchronous production of art products between music - cinema - theater and transform them into tourism products: a song with folk melodies or transformed according to the melody/singing style/national music style (nationalization) can synchronize/be the theme for a short film or a city tour combined with introducing history, architecture, culture, art, cuisine in the "citywalk" way that other countries still do; be used as the music for digital exhibitions or exhibitions of other art forms such as painting, sculpture...
It's a way to create a longer product life cycle and revenue.
Source: https://nld.com.vn/hien-ke-giai-phap-phat-trien-cong-nghiep-van-hoa-de-tp-hcm-tro-thanh-trung-tam-am-nhac-196251122202044679.htm
Comment (0)