Alongside established stars who have built and maintained their personal brands for decades, prominent figures of the younger generation also hold their own unique positions.
Among them, singers Son Tung M-TP, Soobin, and HIEUTHUHAI are all representative stars of the contemporary generation with solid and unique personal brands.
The stars have passed through the dimming zone.
Speaking with a VietNamNet reporter, media expert Hong Quang Minh called the trio Son Tung M-TP, Soobin, and HIEUTHUHAI the role models of "stars who have moved past their obscure phase."
Therefore, to rise above countless competitors and shine, stars must possess sufficient talent, mindset, and vision to leave the "gray zone"—a stage where the artist is uncertain about themselves, completely driven by the market, fleeting inspiration, or short-term trends.
Sơn Tùng M-TP, Soobin, and HIEUTHUHAI are similar in that they quickly moved beyond the initial phase of struggling with their identity, focusing solely on views or the virality of their products. They then entered a new phase where they deeply understood that long-term survival requires more than just talent or hit songs; a clear strategy regarding image, behavior, community, personal values, and many other accompanying factors.
In short, they all come together in proactively managing their personal image as a true brand – something few artists realize and even fewer know how to manage effectively.
All three singers carefully select their personal image to suit their aesthetic taste, age, and fan base; they don't let themselves be swept away by trends but choose trends that suit them to elevate their image.
Furthermore, they carefully control each appearance and avoid excessive use of mass media.
Furthermore, these young stars maintain their individuality, avoiding being swept along by the media, and even proactively establish their own frame of reference regarding style, content, and frequency of appearance.
"Their brand isn't just based on hits; it's strengthened by clarity in public perception. Audiences never have to ask them 'who are they, what do they represent?' and that's more valuable than a hit with hundreds of millions of views," the expert said.
Sơn Tùng M-TP is mysterious, Soobin is 'urban', and HIEUTHUHAI is modern.
According to Mr. Minh, each artist's personal brand is associated with certain keywords.
For Son Tung M-TP, it's "an icon - an enigma - a unique institution".
Sơn Tùng M-TP's brand wasn't built as a personal name, but rather according to the formula of a truly high-end brand.
"From his appearances and the prolonged silences between projects to his fashion sense and music , everything is calculated like a high-end product line. The fewer releases (of high quality), the more people anticipate them. Tung has stepped out of mainstream pop to become a cultural icon representing a generation that wants independence and distinction," commented media expert Hong Quang Minh.
HIEUTHUHAI is associated with the keywords "approachable - modern - skillful".
He exemplifies the type of fresh, lovable brand that is almost scandal-free but never boring.
The 9X rapper manages his image based on the principle of "speaking little but saying just enough of what's right" and always maintaining an appropriate distance to gain the audience's trust.
In particular, HIEUTHUHAI also possesses the skillful ability to create clean yet viral media content – something very few Gen Z artists can do at this time.
Meanwhile, Soobin is associated with the keywords "rebirth - balance - urban".
Mr. Minh explained that Soobin is the most prominent example of someone who has repositioned himself, or more abstractly, "reborn" himself. From a hot boy of romantic ballads, he has shifted towards urban, R&B with a strong, introspective feel.
But what makes Soobin special isn't just "change," but "controlled change." Each time Soobin transforms, it's neat, aesthetically pleasing, and convincing.
"Soobin gives the impression of an artist who knows how to balance life, has matured in the city, understands taste, understands music, and understands the times," according to him.
Risks from the "golden cage"
Media expert Hong Quang Minh believes that despite successfully building unique personal brands, Son Tung M-TP, Soobin, and HIEUTHUHAI may still face potential risks.
The biggest problem for young artists with strong brands is their own "golden cage."
When artists reach a high level of image control and commercial exploitation, in addition to scandals, they need to be aware of the risk of being typecast into an overly safe mold.
In particular, Son Tung M-TP risks having his image frozen if he doesn't recognize the limits.
For example, if a singer maintains an unnecessarily long silence or becomes too focused on "idol worship," it will tire the general audience, alienate them, and gradually diminish their interest, especially among younger generations who are rapidly developing.
To avoid creating a distance from the audience, the male singer could choose comebacks that are surprising enough but still evoke genuine emotions, or projects that have a Vietnamese cultural feel while maintaining his own unique style.
"Some of the content Tung has been doing recently, such as interacting energetically with fans on stage, inviting fans out, giving gifts, etc., may have a temporary effect, but it will diminish over time and with each use," according to him.
Experts believe that HIEUTHUHAI is at risk of being replaced by a similar role model.
The male rapper, who has successfully cultivated the image of "the nation's boyfriend," could be overshadowed by the wave of idols with similar styles.
What the 9X generation needs to do is focus on depth in art, experiment with works that have more layers of emotion, and explore the social role of media.
Finally, Mr. Minh concluded that Soobin was at risk of becoming disoriented after the repositioning.
As someone who is constantly changing and evolving, if Soobin fails to meet the demands of creativity, it could easily give the public the impression that he is struggling, or even regressing.
"Of course, there's no denying that Soobin is very talented and has his moment in the spotlight. His live performance power is his ultimate weapon, and it was only with 'Brother Overcoming a Thousand Obstacles ' that Soobin found the springboard to sit in his rightful place. He's still excellent, but he lacked opportunities to shine before," he said.
From a subjective long-term perspective, experts believe Soobin should focus on condensing a consistent identity as an "urban artist" or "urban storyteller," and then experiment with delving deeper into that frame of reference instead of drastically changing it.
"Of course, Soobin's journey after 'Brother, Overcoming a Thousand Obstacles' has only just begun; if we continue to develop it for another 1-2 years with the current direction, it will still be suitable for his audience and satisfy their preferences," he said.
Looking back at the development of the music market, from the days when artists needed to appear in print media to gain recognition to the explosion of social media, Mr. Minh observed that Son Tung M-TP, Soobin, and HIEUTHUHAI are living proof that building a personal brand for artists is not a rash decision or a trend, but requires a long-term strategic journey.
"If they continue to receive the right investment, especially if they dare to step out of their comfort zone in a purposeful way without losing their identity, then Son Tung M-TP, Soobin, and HIEUTHUHAI can all absolutely become artists who maintain their 'brightness' for the next 10 years or more, just like My Tam and Ha Anh Tuan have done and are doing," the expert concluded.
Mi Le
Source: https://vietnamnet.vn/son-tung-m-tp-soobin-hieuthuhai-va-rui-ro-tu-chiec-long-vang-2467833.html
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