Young people are "falling in love" with Xam singing.

From passionate student projects to million-view music videos by young artists, Xẩm (a traditional Vietnamese folk music genre) is breaking free from old stereotypes, embracing a fresh, vibrant, and captivating image. A heritage once on the verge of extinction is now being powerfully revived by the younger generation, affirming that traditional culture can absolutely shine amidst modern life.

Young people are giving heritage a new look.

Amidst the vibrant and chaotic flow of commercial music, a group of Journalism and Communication students (Print Journalism Class K42, Academy of Journalism and Communication) bravely chose a "counter-current" path, determined to restore and revive ancient art forms facing the risk of disappearance, including Xam singing. This is both a preservation activity and a strong affirmation by the younger generation of their responsibility to their roots. From this enthusiasm, the non-profit project "Nghe Tan Ky" was formed and launched.

The "New Art" event will officially open to the public on November 23rd at the ancient setting of Bich Cau Dao Quan (14 Cat Linh Street, Hanoi ). The program is organized in celebration of Vietnam's Cultural Heritage Day, and also serves as an opportunity for the younger generation to express their deep gratitude for the traditional values that their ancestors have painstakingly preserved. It also affirms the role and responsibility of young people in continuing and spreading national culture in the modern context.

“Nghệ Tân Kỳ” promises a multi-sensory experience, where the public can immerse themselves in the finest forms of Vietnamese folk music . Audiences will have the opportunity to directly enjoy Xẩm, Ca trù, Chèo, and Chầu văn performances by experienced artisans. The event space will also showcase unique cultural artifacts such as Lý-Trần era armor and Vietnamese Họa Sắc fans. This is also a chance for the audience to interact and listen to valuable stories and experiences from artisans and cultural and historical experts.

Beyond the main event, the group also organized a creative "Traveling Xam" performance on the Ho Guom pedestrian street to further enhance its reach. By introducing traditional art in English and Chinese, the group connected with many international tourists. The activity extended beyond performances to include diverse cultural experiences such as calligraphy, clay figurine making, and wearing traditional costumes.

Through this series of activities, the group hopes that people will gain a deeper understanding of the characteristics of each art form, while simultaneously fostering love and pride for Vietnam's rich national culture. This is clear evidence of the pioneering role and sense of responsibility of young people in preserving the soul of traditional heritage.

When Xẩm (a traditional Vietnamese folk music genre) rose to prominence in the "market".

The appeal of Xẩm (a traditional Vietnamese folk music genre) extends beyond community projects, creating a "seismic shift" on the entertainment stage and proving its ability to captivate the tastes of young audiences. The music video "Mục hạ vô nhân" by Soobin Hoàng Sơn, in collaboration with Binz and People's Artist Huỳnh Tú, is the clearest example of this.

Upon its release, the product quickly climbed to the top of trending topics, surprising everyone with its meticulous attention to detail and the perfect blend of traditional Vietnamese spirit with contemporary design.

This success has prompted many older generations – who were once skeptical about the younger generation – to reconsider their views. People's Artist Huynh Tu, Soobin's father, emotionally expressed: "I am surprised and amazed by the younger generation. Suddenly, I realize how short-sighted I was. But I was completely wrong." This sincere statement is not only praise but also recognition of the young people's efforts in preserving and spreading traditional culture.

The play "Mục hạ vô nhân" is constructed as an elaborate, moving work of art, subtly blending traditional and modern music. The classic Northern Vietnamese village setting is recreated using real images, costumes, and props, while the message "say no to AI" emphasizes respect for labor and craftsmanship. The satirical story of two young men pretending to be blind fortune tellers conveys the humanistic message, "Everyone should live virtuously," both witty and profound.

The music video's resounding success lies in how it celebrates traditional culture through distinctive details: Xam singing mats, rush mats, pottery shards, sidewalk tea stalls, village communal houses, ponds, Dong Ho paintings… The music is refreshed with a treasure trove of local sounds and a "cameo" lineup of 17 artists and artisans playing traditional instruments such as the small drum, rice drum, two-stringed fiddle, flute, zither, flute, moon lute, three-stringed lute, bowed lute, clappers, cymbals, wooden blocks… creating an overall sound that is both rustic and sophisticated.

"Mục hạ vô nhân" is the ultimate meeting point between the past and the present, between folk charm and the creative spirit of Gen Z. In the vibrant mainstream music scene, a music video drawing on folk elements to steal the spotlight is a golden sign: Vietnamese culture is being loved, renewed, and revived by the proud heartbeat of young people.

Soobin Hoang Son is not alone, as many other young artists are also passionate about traditional Vietnamese music and achieving success. Ha Myo is one of the prominent figures who combines Xam (traditional Vietnamese folk music) with electronic and rap music, creating a fresh and innovative contemporary folk style. Products like "Xam Hanoi" and "Xam 4 Seasons of Flowers" bring traditional music closer to young people, evidenced by millions of views on TikTok.

In the long run, the efforts of artists and projects like Soobin Hoang Son's "Xam to School" or the "Nghe Tan Ky" student group all share the common goal of preserving and renewing Vietnamese cultural values. The attention from both the audience and experts is the strongest affirmation of the enduring vitality and eternal beauty of the nation's artistic heritage.

Source: https://baovanhoa.vn/van-hoa/nguoi-tre-phai-long-hat-xam-184846.html