Artists join hands with banks, is it imposing when the audience only wants to buy tickets for music shows?

When artists join hands with banks to organize music shows, especially sign with banks for a card opening program, it means they are placing their fans' trust in a long-term, multi-touchpoint, and very fragile experience.

A group of My Tam fans are quite upset about the artist's year-end concert ticket sales policy - Photo: FBNV

That is what media expert Hong Quang Minh shared with Tuoi i Tre Online about the recent trend of banks joining hands with artists or concert producers to organize music shows.

In addition to understanding how the partner system operates and having plans to protect fans from risks, most importantly, artists must ask: If I were the audience, would I be willing to experience such an experience?

Media expert Hong Quang Minh

The trend of artists and banks joining hands

Actually, it is not new for artists/producers to join hands with banks; or for banks to sponsor music shows/entertainment events.

Two big concerts are Brother overcomes thousand obstacles, Brother say hi or classical concert series such as The Vienna concert , White Night , Fantasstique, Eternal sound , Vivaldi & Beethoven , The Mozart Concert ... all have sponsors behind them.

But combine opening a bank card to increase the privilege of buying concert tickets early, along with other incentives that have only taken place in recent years.

This handshake comes in many forms and does not always result in a good experience for the audience.

For example My Tam live concert: See the light only accepts cardholders of the bank that the artist cooperates with (early sale phase), causing many die-hard fans to accept opening a card even though they themselves have no need.

Not to mention, after opening a ticket booking card, if you don't need to use it, you will have to pay a sum of money when closing the card; or the ticket booking process is not smooth...

For example, when booking tickets for K-Star Spark in Vietnam 2025 , the online ticketing system was overloaded on the opening day, leading to problems when booking tickets, making many audiences frustrated.

When booking tickets for K-Star Spark in Vietnam 2025, many audiences had a bad experience.

Artists are depositing the trust of fans

According to media expert Hong Quang Minh, the bank's collaboration with artists to open concert discount cards is a marketing move that shapes the thinking of designing a comprehensive experience for fans, especially Gen Z - a community that is increasingly influential, spends money, and especially has strong emotions about attached values.

Communications expert Hong Quang Minh - Photo: FBNV

Financial brands no longer play the role of "backbenchers" but proactively step up and become part of that emotional journey.

"However, in the structure of the alliance between artists, banks, and ticketing (ticketing platforms), if there is a loose link, such as an error in API, poor security, or a system crash during sales, fans' emotions can easily change from excitement to disappointment, from expectation to loss of faith, especially with artists," he said.

Hong Quang Minh believes that, on the one hand, this strategy brings a classy experience, builds a new, youthful image for banks and artists. But on the other hand, if risks are not carefully controlled, the media lacks clarity about card opening conditions, benefits, or lacks a fan care channel after purchasing tickets - it is easy for public opinion to quickly change direction.

“People open cards not just for convenience, but for emotion,” he notes. “When feelings are hurt, the result is a wave of complaints, rejections, and a breakdown in trust.”

"Brands can change their campaigns, banks can change to new programs, but artists have to live with the public's trust every day. Years of building can be derailed in just one afternoon when social media goes viral," Hong Quang Minh said.

BEAN DUNG

Source: https://tuoitre.vn/nghe-si-bat-tay-ngan-hang-lieu-co-ap-dat-khi-khan-gia-chi-muon-mua-ve-show-ca-nhac-20251117172455093.htm