The fate of artists who clashed with Son Tung.

Xuan Nghi, 52Hz, Phi Phuong Anh, and Shayda also released music videos on the evening of May 28th, but their products were completely overshadowed by Son Tung's "Come My Way".

The evening of May 28th can be considered one of the most vibrant periods for Vpop so far this year, with a series of artists releasing new products. From Son Tung M-TP, Xuan Nghi, 52Hz, Phi Phuong Anh to Shayda, all created a rare musical "race" in just one evening.

However, in terms of media impact and achievements, Son Tung M-TP almost completely dominates the rest of the market.

Son Tung has no rivals.

As a leading star in Vpop for many years, Son Tung continues to demonstrate his almost unrivaled appeal with each comeback. Even when releasing songs at the same time as many other artists, the male singer easily becomes the center of discussion on social media.

"Come My Way ," a collaboration with rapper Tyga, quickly became a sensation upon its release on the evening of May 28th. Just 8 minutes after its premiere, the music video reached 1 million views on YouTube. After approximately 13 hours, it approached 9 million views. This number demonstrates the immense popularity of the 1994-born singer after a long hiatus.

Not only did "Come My Way" achieve impressive viewership, but it also garnered significant attention across social media platforms. Keywords related to the music video consistently appeared in search trends, leading to substantial interaction and discussion among netizens.

Son Tung returns with a music video featuring Vietnamese-American rapper Tyga. Photo: FBNV.

Notably, many famous artists in Vietnamese showbiz such as Hoa Minzy, Ngo Kien Huy, Bao Anh, and Phuong Thanh… also shared the product on their personal pages, contributing to the continued explosive spread of the music video.

Furthermore, "Come My Way" achieved remarkable success by topping YouTube's trending charts in numerous countries and territories. This demonstrates that Son Tung's influence extends beyond the domestic market, attracting significant attention from international audiences.

After many years in the industry, Son Tung M-TP has almost become a unique case in Vpop. Each time he returns, his product is not simply a music video but also becomes a social media "event," capable of capturing a large portion of public attention even when many other artists release products at the same time.

Taking a risk by returning at the same time as Son Tung, Xuan Nghi, 52Hz, Phi Phuong Anh, and Shayda, the latter is being "overwhelmed" by the media "storm" created by Come My Way . But as experts have noted, returning at the same time as a top star like Son Tung is a double-edged sword. Viewership has been completely overshadowed, but the products of the aforementioned singers have begun to be compared on the same scale as Come My Way .

Comments like "I came here after listening to Son Tung's song," "Does anyone think this song is better than Son Tung's?" or "Anyone who listened to this song after watching Son Tung's music video, please comment" have been appearing everywhere under the products of Xuan Nghi, 52Hz, Phi Phuong Anh, and Shayda. This has also contributed to the products gaining more attention.

Xuan Nghi's product wasn't promoted, and the visuals were simply moments captured in the recording studio. Therefore, the music video's view count is very modest. Photo: FBNV.

Xuan Nghi released "Hoa Danh Danh Phan Anh" (Gardenia Flower Part 1) right when Son Tung made his comeback. The song has a cheerful melody, sweet and cute lyrics, and simple visuals. Xuan Nghi didn't promote the product, so the competition was quite weak. After 13 hours, the song only reached 756 views. The female singer is perhaps the biggest "victim" in the battle with Son Tung.

Meanwhile, Phi Phuong Anh achieved the best results. Her music video "Von Da Quen Mot Minh" (Already Used to Being Alone) garnered over 400,000 views after just 13 hours of being uploaded. Prior to this, the singer had made several moves that were seen as capitalizing on Son Tung's popularity.

" Take Me Back " is 52Hz's "weapon" to compete with top music stars. The song has a mesmerizing, captivating, and fresh melody. By the morning of May 29th, the music video had received over 100,000 views. Meanwhile, Shayda's "Love My Friend" had reached 43,000 views.

The ultimate winner

Speaking to Tri Thức - Znews , Huy Trần Jack - manager of many Vietnamese singers - commented that competing on the same release date with S-list singers like Sơn Tùng is a double-edged sword. For a truly good and unique song, but coming from an artist who doesn't target the same audience segment or is a new artist, this is a unique but risky strategy.

When Son Tung releases a new product, a large number of music listeners are willing to wait for the premiere, ready to spend money and effort to "boost views" for the music video. During these "breaks," they might discover other products released at the same time out of curiosity. However, the drawback here is that in terms of media and social networks, artists will be affected because all the "heat" is focused on the name Son Tung MTP.

According to experts, most big artists, if they know when Son Tung's music will be released, will proactively postpone their release. They avoid it not because they are "afraid" or "reserved," but simply because they don't want to share the media attention with Son Tung at the same time.

52Hz returned at the same time as Son Tung. Photo: FBNV.

Big names like Son Tung, Hoang Thuy Linh, HIEUTHUHAI, Quang Hung… often receive preferential treatment. Therefore, other artists targeting the same audience will receive less media attention if they return at the same time. This directly affects the costs they spend on marketing their products.

From a market perspective, the simultaneous competition among artists requires them to invest more in their products. He explained that, in Vietnam's current music market, new music releases are launched every day, every week. Products that truly go viral are no longer dominated solely by A-list artists.

Social media has, to some extent, given brand-new names like Ngo Lan Huong, Wren Evans, and Chu Thuy Quynh the opportunity to become "top trending" in recent years. This is a positive sign for both newcomers and established stars.

This requires artists to increasingly invest more in their products, both in terms of quality and investment. New artists will also pick up on this signal and become more confident in introducing their music.

"Ultimately, the victory leans towards the audience. Because whether it's a singer who debuted yesterday or a seasoned veteran with many years in the industry, creating a song that they subjectively consider the best doesn't guarantee it will be a success or become the most trending song."

"Artists should persevere in creating and dedicating themselves to producing the most polished works possible. As for how these works are received and given a musical life, let the audience truly decide and crown them as champions," he remarked.

Source: https://znews.vn/ket-cuc-cua-nhung-nghe-si-doi-dau-son-tung-post1655177.html