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Image of MV "Ah Loi" by Double2T
This is an encouraging direction, contributing to creating diversity and excitement for the country's musical life, while at the same time bringing traditional culture to constantly spread in modern life.
In 2023, the song "Ah Loi" by rapper Double2T (real name Bui Xuan Truong) was considered by many as a musical phenomenon of the year. Specifically, after only 13 days of posting this song, it ranked first in the top trending of the YouTube platform with 10 million views, while on online music platforms, "Ah Loi" thu about millions of followers. The "secret" that helps "Ah Loi" - the product of a completely new brand - score spectacularly is thanks to the unique combination of modern style with folk and traditional materials of the Tay people.
Originally from Tuyen Quang, a northern mountainous province, rapper Double2T has the advantage of exploiting and using musical materials and ethnic words in his rap songs, including "Ah Loi" helps create a different musical color in today's music market. It is worth mentioning that rapper Double2T has built his own brand, with rap songs imbued with national identity, regularly appearing Then songs, guitar sounds, leaf trumpets, etc., which are reasonably calculated. helps balance between artistic elements and audience tastes.
That's why "Ah Loi" along with other songs such as "The Beautiful Mountain People", "Drag Me to Be Your Wife" (inspired by the story A Phu and His Wife by writer To Hoai) by Double2T contributed to bringing the song to life. The cultural identity of the highland people comes closer to the community.
Following musical life in recent years, we can see that a new wave of young artists is emerging, which is the trend of exploiting folk music materials and traditional regional arts into products. my music. The Double2T case is just one of them. In previous years, the public was extremely excited with the creative MVs of Ngo Hong Quang, Tan Nhan, Hoang Thuy Linh, Duc Phuc, Hoa Minzy, Chi Pu... What these products have in common is the artists. Paying great attention to exploiting and using folk cultural materials, the nation's traditions as well as the unique features of each region, thereby combining them with modern elements in a creative way.
Not just stopping as a trendy, temporary trend, the investment and serious working attitude of the artists shows that this is a new direction in which they want to try and affirm their talent. me. A typical example is singer Ha Myo, after a successful experiment with a series of songs exploiting Xam material (a type of Vietnamese folk song, popular in the Northern Delta and midlands), typically "Xam Hanoi". ", "Green Xuan Xam", "Hanoi Four Seasons of Flowers", "Xam Xuan Blessing"... she has become more bold in exploiting traditional culture in new music products.
In early 2022, Ha Myo released the MV "Dam Khot" with a very unique combination of Muong folk songs, rapping in Muong language and electronic music. Not stopping there, not long after, she continued to release the MV "Truong Sa Memories" mixing electronic music, rap and South Central folk songs, with content praising the beauty of Truong Sa; the will and energy of the soldiers on the islands and express the love of the sea and islands of the Fatherland of the young generation. Sharing about her direction, singer Ha Myo said: "I am still persistent and diligent on the path of bringing the beauty of Vietnamese folk music and traditional arts to young audiences today."
Thanks to the music products that effectively exploit the nation's traditional cultural values from the young generation of artists, they have greatly inspired the public, especially young people. These music products not only help bring unique and new musical experiences but also contribute to spreading and developing traditional cultural values in today's life, helping the public have access to and understand more about folk culture with extremely new perspectives and emotions.
From here, we have gradually consolidated and increased the public's pride, especially the younger generation, in the priceless cultural treasures that their ancestors left behind. Music products imbued with Vietnamese culture, when spread on social networking platforms, will also help international friends understand and love Vietnam more. As in the past, the song "See Tinh" by Hoang Thuy Linh skillfully exploited the musical material of Don Ca Tai Tu, along with the unique cultural features of the Southwest region, conquering a large international audience and becoming a success. became a feverish phenomenon abroad.
Many famous artists and even sports stars from many countries have learned to sing along to the song and practice the dance moves in the MV, which is then posted online and attracts a large number of viewers. Even Korean female volleyball player Lee Da-hyeon celebrated her victory in a match by dancing to the music of Hoang Thuy Linh's song "See Tinh".
In the development flow of the country's music industry, the exploitation and use of folk music materials and traditional arts from regions into modern music products is not new. Many generations of Vietnamese musicians and singers have ingeniously combined traditional music and culture with modern elements to create unique products, constantly enriching the music collection. Country music museum.
However, in the current period, the globalization process is taking place strongly, Vietnamese music is opening up, approaching many world music trends and trends, and there are many artists who over-emphasize musical values. music of the world, engrossed in popular trends in other countries without properly appreciating the cultural values and traditional music of the nation. Therefore, the emergence of a generation of young artists who know how to appreciate, consciously preserve and exploit traditional values, enriching the Vietnamese music industry is very meaningful and needs to be encouraged.
The appearance of this generation of artists with acumen and abundant creativity, promptly grasping the public's tastes and thereby creating many quality music products will help Vietnamese musical life. The South is more rich and vibrant. At the same time, thanks to choosing the right direction, knowing how to filter and effectively exploit the nation's cultural quintessence in their music products, many artists have achieved success and established their positions. standing in the hearts of the audience and listeners.
It is also necessary to add that, besides the above encouraging factors, there has been a phenomenon in which some artists, due to following trends or lacking capital and understanding, have hastily released music products with The "cheating" nature, the crude and clumsy hybridization of traditional music with modern music, the lack of sophistication in using folk cultural materials, offensive language, etc. cause anger in public opinion.
In fact, to incorporate folk and traditional music materials as well as traditional cultural elements into modern music products, it requires deep and thorough research and understanding, in order to be both suitable and suitable for the needs of modern music. The content and form of expression both create resonance and increase effectiveness. If it's just a hasty collection, following trends to attract attention, it will definitely only produce half-baked, superficial, poor quality products with images and content that do not match the aesthetic style. secular, hybrid, even countercultural. There have been many cases of excessive exploitation and transformation of ancient capital, distorting traditional culture and being counterproductive.
It cannot be denied that combining traditional and modern cultural materials in the field of music as well as many other forms of art to meet the needs of today's public is always a difficult problem. Artists' experiments do not always achieve the desired success. Here, the artist is required to research carefully and carefully when combining with modern materials before exploiting traditional materials. Like singer Hoang Thuy Linh, in order to have success with "See Tinh", she also encountered mixed opinions in a few previously released products, when she began to try her hand at folk and traditional materials. system.
The important thing is that artists must constantly cultivate, learn, have an inquiring attitude, know how to listen and accept suggestions from experts as well as from the audience to have increasingly better products. . According to music researcher Dang Hoanh Loan - former Deputy Director of the Vietnam Institute of Music, creativity needs to harmonize traditional and modern values.
Practice has proven that, in any period, national music always has long-term, sustainable value and is an endless source of inspiration for many artists. Therefore, if every artist knows how to appreciate, consciously preserve and promote traditional values, and knows how to connect heritage values with contemporary ones, they will create new values that will both contribute to preserving and highlighting unique features of traditional art, bringing traditional art closer to many audiences, especially young people, while constantly innovating to produce unique products that meet the needs of young people. demand of the times. As for artists, no matter what genre of music they choose or how much they want to experiment, it requires a serious professional attitude, hard work cultivating, learning, and appreciating the traditional cultural values of the artist. nation. That is the foundation, the launching pad for talent and success.
