The fact that a leading global media corporation is investing in a company with products deeply rooted in Vietnamese culture shows that the Vietnamese market is extremely attractive to investors, and that Vietnamese culture is truly gaining global attention.
YeaH1 Group and Sony Music Entertainment have officially announced the formation of a joint venture, SYE Holdings.
Affirming the operating principles of this joint venture, Kenny Ong – CEO of Sony Music Entertainment in Malaysia, Singapore & Vietnam, and Chairman of SYE Holdings – shared his heartfelt appreciation for local culture: "We believe that Vietnamese cultural identity is your greatest competitive advantage. The world doesn't need another generic pop star. The world is craving the sounds, stories, and instruments that can only come from Vietnam. Our strategy is to celebrate that identity."
Kenny Ong – CEO of Sony Music Entertainment in Malaysia, Singapore & Vietnam, Chairman of SYE Holdings
Sharing the same perspective on the "emphasis on identity" strategy, Ms. Ngo Thi Van Hanh – CEO of YeaH1 Group and a member of the Board of Directors of SYE Joint Venture – also affirmed the confidence of Vietnamese businesses in mastering the integration process: "Expanding globally is our major goal. But we will bring our artists to the world as a Vietnamese band, carrying the national spirit and unique artistic qualities of Vietnam. We want to prove and convince the world that: Vietnamese people can do it."
Setting the goal of "honoring identity" is not just a polite promise, but a strategic step based on the mindset of "integration without assimilation." SYE emerged at a time when Vietnam's cultural industry was yearning for a boost in infrastructure and standards to undergo a powerful transformation.
Ms. Ngo Thi Van Hanh – CEO of YeaH1 Group, member of the Board of Directors of SYE Joint Venture, shared at the ceremony.
At the SYE Holdings joint venture, YeaH1's understanding of the domestic market and world-class production capabilities will combine with Sony Music's standardized management processes and global distribution network to create a professional "IP machine" (IP - intellectual property), solving the problem of exporting Vietnamese culture to the global market.
Specifically, with its first project being the band UPRIZE – young artists who have just emerged from the "All-Round Rookie" program – this alliance promises to create a new generation of artists: possessing both the skills and mindset of global citizens, while also embodying the soul and character of Vietnam.
UPRIZE is a group of young artists who recently emerged from the "Rookie of the Year" program.
Particularly through Sony Music's global distribution system, UPRIZE has the opportunity to penetrate regional markets, enter global charts, and become an important IP contributing to the export of culture, and subsequently products and services, from Vietnam. In a message to the creative community, a representative from Sony Music affirmed: "Your time is now. Show the world the sound of a new Vietnam."
Source: https://bvhttdl.gov.vn/sony-music-dau-tu-khung-vao-yeah1-voi-thong-diep-hay-cho-the-gioi-thay-thanh-am-cua-mot-viet-nam-moi-20260120205803014.htm
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