On the night of May 15th, the online community was abuzz with news that Son Tung might collaborate with world- renowned singer Jason Derulo. It all started with a cryptic mask that Son Tung posted on his fan page as part of his promotional campaign for his new product. Jason Derulo's personal page had posted a similar mask, but it was deleted a few minutes later. The online community argued that the coincidence of the masks couldn't be accidental.
Finally, the big name that will be collaborating with Son Tung has been revealed. Compared to his collaboration with Snoop Dogg and the release of the song "Hãy trao cho anh" (Give Me Your Love), a collaboration with Jason Derulo (if it happens) would be a new step forward for the singer born in 1994 and has the potential to spread the product to the top music charts.
Sơn Tùng's year in seclusion.
The singer from Thai Binh province caused a sensation in the music scene in 2014 with two heavily invested music videos, " Our Future Selves" and "Don't Break My Heart ." However, in 2025, Son Tung completely disappeared from the music scene. The male singer only occasionally appeared in music programs for brands or special events.
A year ago, social media was abuzz with rumors that Son Tung was temporarily withdrawing from the market to prepare for a major hit. Looking back at Son Tung's 10 years of activity and success in the market, this is a familiar scenario. It must be preparation for a very large-scale music video for the owner of the hit song " Con mua ngang qua" (A Passing Rain) to disappear for such a long time.
Sơn Tùng made a comeback with a well-planned media strategy. He deleted all his posts on social media platforms, sparking curiosity and speculation among netizens. Then, Sơn Tùng released a few details for the audience to guess about everything related to his new product. From there, it's unclear whether these were genuine comments from netizens or just seeding, but many predictions emerged, such as Sơn Tùng collaborating with Travis Scott and Jason Derulo.
Finally, Jason Derulo has been revealed. He's the owner of many hit songs that have attracted hundreds of millions of listens/views, including the billion-view phenomenon " Want To Want Me ." When Son Tung collaborated with Snoop Dogg, it was a huge hit in Vietnamese music, far exceeding the expectations of any audience. If Son Tung collaborates with Jason Derulo, the project will be even more spectacular, as Jason is currently at the peak of his musical career. Son Tung's style and the American singer's voice are expected to have many similarities.
After a year of absence from the market, Son Tung fell behind in every category. He was surpassed by many younger artists in digital music achievements, especially on Spotify. Son Tung is no longer the singer with the strongest impact on social media; that title has been taken over by Hieuthuhai. In the realm of live performances, other singers have risen to dominate the market. The multi-million dollar fee for a single performance is no longer Son Tung's exclusive domain; many other big names are now close to matching the position of the singer from Thai Binh.
Seven years ago, audiences were skeptical about Son Tung's rise to fame as the duo Jack and K-ICM achieved tremendous success. Especially when the hit song "Song Gio" (Stormy Waves ) hit, many believed Son Tung's dominant position might end. But then, the explosion of popularity with Son Tung and Snoop Dogg's music video "Hãy trao cho anh" (Give Me Your Love ) brought the singer back to number one. Right now, that scenario could repeat itself.
There has been too much talk about Hieuthuhai, Soobin, and Hoa Minzy over the past year. When Son Tung releases his new project, collaborating with a European-American music star, the market landscape will once again revolve around the singer from Thai Binh.
Son Tung's ambitions
Sơn Tùng has reached the pinnacle of success in the Vietnamese music market. Given his status as a male singer, it's not difficult for him to create a music video that garners over 100 million views. However, the real challenge lies in how to release the product, overcome the shadow of his past hits, and elevate Sơn Tùng's name to a higher level, potentially earning him larger performance fees.
The two music videos, "Chúng ta của tương lai" (We of the Future) and "Đừng làm trái tim anh đau" (Don't Break My Heart) , may have achieved outstanding success in the digital music charts and social media trending charts. However, overall, Sơn Tùng hasn't truly broken through; what he's done with these two new songs remains within the realm of audience expectations. And the music video for "Đừng làm trái tim anh đau ," despite its success, hasn't surpassed the appeal of " Hãy trao cho anh," "Lạc trôi," or "Nơi này có anh ."
Sơn Tùng needs to find a way to reach the international stage; that's the best way for him to continue developing his career and find new inspiration. Since his collaboration with Snoop Dogg, Sơn Tùng has successfully "beautified" his list of achievements, proudly collaborating with a legendary global rapper. However, from 2019 to the present, Sơn Tùng's ambition to go international hasn't seen any significant progress.
Sơn Tùng's "expanding to the international market" projects, from "There's No One At All" to "Making My Way," have all been half-hearted. "There's No One At All " suffered a failure due to its sensitive imagery before it even had a chance to shine. " Making My Way ," with its Moombahton and Dance Hall beat type (a distinctive musical style), was a good idea, but the product quality wasn't explosive enough to make an impact on international audiences. The singer had planned to make a music video for "Making My Way," but for some unknown reason, the project remained stuck in an audio version with many flaws.
Looking at the Vietnamese music market as a whole, if Son Tung collaborates with Jason Derulo on this project, it's a positive sign. It's not just Son Tung; Vietnamese music needs a boost to find its way to the international stage. We've had hits like "See Tinh" (Hoang Thuy Linh), "Ngau Hung" (Hoaprox), and "Khong Sao Ca " (7dnight) that went viral on TikTok and garnered international attention, but they only reached the level of social media "viral" tracks. Or " Hai Phut Hon ," which also went viral but more for its remix elements.
Vietnamese music still yearns for a truly global-level product. While major markets haven't yet paid attention to Vietnamese music, the best approach for Vietnamese singers/rappers is to collaborate with top names and rely on the support of giants. To achieve this, Son Tung remains the most likely candidate, having already collaborated with Snoop Dogg. Returning to the question of whether Son Tung will actually collaborate with Jason Derulo, this is a crazy scenario, but a highly probable one.
Source: https://tienphong.vn/son-tung-m-tp-toan-tinh-dieu-gi-post1843472.tpo
Comment (0)