Over the past two weeks, the Vietnamese music market has witnessed unprecedented vibrancy as numerous artists have simultaneously returned with large-scale projects. From veteran artists to young talents, each brings their own unique style, contributing to the most noteworthy race in Vpop since the beginning of the year.
The sudden comebacks of Sơn Tùng, Noo Phước Thịnh, Chi Pu, Tóc Tiên, and others have led audiences to question why this is the right time. Could it be that these artists want to capitalize on the media buzz from comparisons with Sơn Tùng, or is summer simply the ideal time to release new products?
A rare competition in Vietnamese music.
The spotlight of the market belonged to Son Tung M-TP with his MV " Come My Way ". The product quickly created a strong impact in terms of both appeal and discussion on social media. Despite accompanying debates related to the visuals and artistic ideas, the project continued to demonstrate Son Tung's outstanding influence.
In a short period of time, "Come My Way" garnered tens of millions of views on YouTube along with impressive listening figures on digital music platforms. This achievement further affirms Son Tung's unique position in the Vietnamese music market, as very few artists can create a similar level of widespread popularity at present.
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Son Tung leads the race with "Come My Way." Photo: FBNV. |
As of June 1st, "Come My Way" had reached 20 million views on YouTube and 1.8 million streams on Spotify. By June 12th, the music video had reached 32 million views, a number that few in Vpop could achieve besides Son Tung.
Notably, May 28th also saw the release of many new products from artists such as Shayda, Xuan Nghi, Phi Phuong Anh, and 52Hz. The simultaneous release of products by many artists on the same day made the Vpop scene much more vibrant than in previous periods.
Following that, Toc Tien, Noo Phuoc Thinh, and Chi Pu continued to join the fray with meticulously produced projects.
Tóc Tiên returns with the music video "Người còn thương em không" (Do You Still Love Me?) , marking her first musical release after publicly announcing her divorce. The personal aspect of the project garnered significant attention from the audience. However, alongside praise for the visuals, the song also generated mixed opinions. Some listeners felt the melody lacked originality.
Meanwhile, Noo Phuoc Thinh introduced his EP "Nhat May" (Pick Up the Phone ), which includes three main songs with three different styles. From the pop/R&B elements of "Nhat May ," the ballad atmosphere of "Cuoc Goi Cuoi" ( Last Call) combined with 52Hz, to the rock spirit of "Goi Cho Anh" (Call Me), the project shows the male singer's efforts to diversify his music after a long period of preparation.
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Chi Pu is participating in Noo Phuoc Thinh's new project and will also be releasing her own product in June. Photo: FBNV. |
At the same time, Chi Pu officially released her album EXs with 9 songs. The project attracted attention with the guest appearance of Amber Liu, former member of the group f(x), in the song " Can You Believe It? ". Previously, the lead single "Mirror" received positive feedback thanks to its modern style and approach that aligned with international music trends.
Although each project has received different reactions from the public, the simultaneous return of many artists shows that the Vietnamese music market is entering a vibrant competitive phase. This is also a positive sign as artists are constantly seeking new directions to win over audiences in the context of increasingly diverse musical tastes.
Behind the Vpop War
In response to the question of why Vietnamese singers have made a comeback in recent days, media expert Khoi Phan told Tri Thuc - Znews that we need to look at it from the perspective of entertainment economics rather than emotional speculation. There is a clear interplay between opportune timing and calculated brand positioning strategies by the teams.
First of all, June marks the start of summer, a period when the core audience of the digital music market—students—have the most free time and the highest demand for entertainment. This is a golden period for creating hits, preparing material for a series of music festivals and the peak season of year-end shows.
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Toc Tien has just returned with a well-funded project. Photo: FBNV. |
Regarding the Sơn Tùng M-TP effect or other S-list stars, the reality is that their appearance always triggers an explosion of discussion across the entire market. When the mainstream is focused on music, the audience's need to listen and compare will skyrocket.
Many artists cleverly ride this wave to reach an existing audience, while others embrace direct competition to optimize their media coverage. It's similar to how large brands often prefer to open stores next to each other to attract the same customer base.
However, having too many products released at the same time is always a double-edged sword for artists. On the positive side, this phenomenon stimulates the market, creating FOMO (fear of missing out) that keeps audiences constantly discussing the releases, thereby elevating the overall picture of the domestic music industry.
But in return, the biggest challenge is the fragmentation of audience loyalty and attention. In the digital age, public focus is a finite resource.
When the market is oversaturated, even a high-quality product lacking a sharp positioning and PR strategy can easily sink within days of its release. Not to mention, the race for rankings on streaming charts at this time will drive marketing costs to extremely high levels.
In short, the June music race is not for impulsive, experimental moves. It's a fierce competition of well-planned strategic thinking, where media management skills and core product quality will determine who truly captures market share in the audience's minds.
Source: https://znews.vn/ly-do-ca-si-viet-dong-loat-doi-dau-son-tung-post1659169.html
