With the rise of the digital music market, different music genres are gradually merging and blending together.
The personalization in the streaming industry has transformed music into a confidant that can connect with users' emotions at any time.
Mental health
For previous generations, the language of music among young people was a major barrier. But for today's young audience, they are enjoying the experience more than ever before. From Europe to Asia, this generation is open to listening to and enthusiastically enjoying music from many different cultures.
So, what are today's audiences' views on music culture? In reality, there is no such thing as a "standard" for music culture. Composer Nguyen Ngoc Thien stated: "I think there's no such thing as a 'standard' for music culture, because what's standard for one person isn't necessarily standard for another. Musical aesthetics and preferences vary greatly, and people's tastes in art cannot be identical. Furthermore, music is also influenced by age groups, social classes, customs, and cultural backgrounds..."
Fans at the 30th Mai Vàng Awards Ceremony organized by Người Lao Động Newspaper. (Photo: HOÀNG TRIỀU)
Therefore, some people prefer youthful music, as long as it makes them feel happy or matches their mood. Others, however, appreciate something deeper, with a mission to promote and spread Vietnamese culture through each musical work – that's what truly defines a music lover. The clearest evidence of this is the two completely different audiences of two currently very popular programs: "Anh trai say hi" (Brother Says Hi) and "Anh trai vượt ngàn chông gai" (Brother Overcomes a Thousand Thorns).
"It's impossible to say that folk music, traditional music, sentimental music, pop music, or foreign music are the universal standards; they only apply to specific groups. For me, the truest standard of musical culture is the original value of music and art—the connection between people through melody. It's only truly authentic when music conveys the positive values of all of us, inspiring people to do good, dispelling fatigue, and fostering a greater love for life," shared singer Nguyen Phi Hung.
Director Nguyen Tuan Duc also believes that concert culture has truly made a comeback recently, serving as a platform for connecting performing artists and audiences, bringing them closer than ever before, a stark contrast to watching through a screen. Through this, programs/forms of interaction, gift exchange, etc., create a new playground for young people to connect more through a community of shared interests.
Researchers found that 73% of Gen Z Americans use audio to cope with stress and anxiety. A large percentage of these teenagers also indicated that phrases they found empowering when listening to audio were "emotional," "therapeutic," and "personal." Besides music, a quarter of them shared that they listen to podcasts related to mental health. The streaming industry is gradually changing the concept of music platforms. Giants like Spotify, Apple Music, and Deezer are increasingly valuing and appreciating the emotions of young people. In addition to providing new songs, they are focusing on playlists and podcasts that align with the interests of their key customer group.
The "thousand-blood" warrior
The recent explosion of the two music television programs "Brother Overcoming a Thousand Obstacles" and "Brother Says Hi" has not only created a new look for the Vietnamese showbiz performance market but also shaped the image of today's young audience.
Singer ST Son Thach (who was recently honored at the 30th Mai Vang Awards 2024 organized by Nguoi Lao Dong Newspaper in the "Most Loved Song" category with his song "Thuan Nuoc Di Thuyen" (While the Water Pushes the Boat), expressed: "Through the year-end awards, I've realized that the concept of 'fan' and 'idol' is completely different now than before."
Photo: HOANG TRIEU
According to singer ST Son Thach, fans today are like "thousand-blood" warriors (courageous warrior characters in video games). They are ready to fight for the people they love. They even invest large sums of money to see their idols shine on a certain front. "All those actions are done silently. ST only knows when he himself wins. Watching clips of fans from different provinces gathering together to watch the Mai Vang Awards ceremony and seeing ST's happy expression when his name is called on stage is like how we watch national team football matches on TV. ST is truly moved. The way fans love their idols today is also very different from before," singer ST confided.
Meanwhile, singer Jun Pham – the winner of the Mai Vang Award at the 30th Mai Vang Awards in 2024 in the category of "Most Loved Film and Television Actor" – also acknowledged: "If this journey hadn't been for my fans, I probably wouldn't have won this prestigious award." This is not an exaggeration, as many of Jun Pham's fans admit that they planned to vote for him even before watching his films.
It wasn't until their idol had won the award they hoped for that they started watching his films. "Many fans told Jun that his role was terrible and very hateful. A regular viewer (meaning not a fan of Jun) probably wouldn't vote for him because just looking at him makes them hate him," Jun recounted. Of course, in some ways, Jun Pham was clearly outstanding in his role as Tuan Kiet in the film "7 Years Without Marriage, We'll Break Up" (which also won the 30th Mai Vang Award in 2024 for "Most Popular Television Series").
As entertainment awards ceremonies approached in early 2025, the internet buzzed with discussions about strategies and calls to support their beloved fans. The ultimate goal for these dedicated fans was a resounding victory. Fans' joy was the happy smiles of their idols on stage at award ceremonies. Therefore, the fan war on social media platforms was more intense than ever.
Those in the industry acknowledge that fan adoration today is very different from before. The concept of "following an idol" is no longer about fans being there wherever the idol is to ask for autographs and take a picture. Instead, fans are willing to accompany their idol every step of the way. While the show "Brothers Overcoming a Thousand Obstacles" was still filming, a fan of SOOBIN Hoang Son ordered hundreds of meals to be delivered to the set for the cast and crew to enjoy. The "rough" cost of this meal was 400 million VND. And the only thing this fan wanted was for "SOOBIN and his friends to be happy."
New idea
Many reports indicate that the average young person listens to more than five different genres of music and is extremely indulgent in their emotions. In the age of the digital music market, genres are increasingly tending to blend and mix with each other. A clear trend in many current playlists is the diversity of genres, languages, and song styles within a single personal playlist. Globalized yet maintaining individuality, streaming services have provided a gateway for listeners to access various music industries through a single playlist. Many have praised this idea of seeking a new sense of community through music.
Source: https://nld.com.vn/nhac-so-len-ngoi-khoang-cach-dan-nhoa-196250120205543292.htm
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