The most striking aspect of the Vietnamese music market recently has been the mindset of using indigenous cultural foundations as a basis for contemporary creations.
Vietnamese cultural identity
The fusion music of Vietnamese artists, mostly young artists, combines electronic music, K-pop, US-UK influences with traditional Vietnamese music, creating a unique and distinctive identity. This is also what attracts Vietnamese music to many international stages, such as when young singer My Anh (daughter of musician Anh Quan and singer My Linh) participated in Australia's largest music festival, "Vivid Sydney 2025," performing Vietnamese songs and being introduced as "one of the most exciting new voices in Vietnam."
Singer Duc Phuc's success at the international music competition "Intervision 2025" with his song "Phu Dong Thien Vuong" showcased a strong Vietnamese flavor. Another example is the collaboration between Phuong My Chi and music producer DTAP at "Sing! Asia 2025," which has become a highlight of Vietnamese music's proud creativity on the international stage.
Vietnamese singer My Anh at the "Vivid Sydney 2025" music festival (Australia). Photo: ANH QUAN
Unique forms of Vietnamese traditional music, such as Hue royal court music, Central Highlands gong music, and Bac Ninh Quan Ho folk songs, which are recognized by UNESCO as Intangible Cultural Heritage, have also brought distinctive Vietnamese cultural values to the world . Many trendy Vietnamese songs, with their deeply emotional and heartfelt melodies, easily touch the hearts of listeners and appear on many charts.
Seize the opportunity
According to Mr. Dinh Trung Can, Director General of the Vietnam Music Copyright Protection Center, the 2024 Global Copyright Revenue Report by the International Confederation of Authors and Composers Associations (CISAC) states that Vietnam is among the top 10 countries with the highest digital revenue in the Asia- Pacific region, with total digital revenue reaching 12 million euros, ranking 8th in the region, surpassing markets such as Taiwan (China) and Thailand.
According to the CISAC's 2025 Global Copyright Revenue Report, Vietnam ranks 47th out of 50 markets with the highest music copyright revenue, with total revenue of 14 million euros and a growth rate of 12.7% compared to 2024. This is a remarkable increase, reflecting the strong development of the copyright market, especially in the digital sector - which accounts for 86.6% of Vietnam's total revenue.
According to experts, AI in music is not just about creativity; it also raises major issues regarding copyright – artists' rights, authenticity in art, and musical identity.
The Vietnam Music Copyright Protection Center announced that from the beginning of 2025 to November 18th, the number of member authors increased by 734, bringing the total number of authorized authors at the center to 7,072. The total amount paid to authors/copyright owners in the third quarter of 2025 was over 108 billion VND. Of this, over 92.5 billion VND was paid to domestic authors, and nearly 15.7 billion VND was paid to foreign authors.
The growth in copyright revenue partly confirms the growth of the Vietnamese music market. The most significant growth is the outstanding development of human resources, with the emergence of names with strong personal imprints and musical products that combine modern elements with deep national identity. Music genres have also developed diversely and evenly, such as pop, rap, hip hop, etc., which are popular with many young artists and featured in music-related reality TV shows.
Despite its great success, Vietnamese music is also facing pressure. This includes the proliferation of artificial intelligence (AI) in the music industry. Without stages or live performances, these "virtual" bands are not only creating a sensation but also causing concern for artists. The emergence of these "virtual" artists is making real artists wonder, "Does it still have a place to thrive in this AI era?"
The only drawback of AI music or AI vocals is the lack of emotion. Insiders believe this is what could help real music by real artists "turn the tide" in the future battle against AI music.
Source: https://nld.com.vn/nhac-viet-vang-xa-196251208215911472.htm
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