Soobin aspires to bring traditional Vietnamese culture into popular music

After many years of making a name for himself in modern music genres such as Pop, R&B and Hip-hop, 2025 witnessed a bold turning point in Soobin's creative journey: Bringing Vietnamese folk music to the public in a new way.

People's Artist Huynh Tu, Soobin and Binz at the press conference to introduce the concert and MV "Muc Ha Vo Nhan".

Breathing modern life into Xam

After the performance “Trông cơm” that caused a “storm” on social networks in the reality TV show “Anh trai qua ngan cong gai” in 2024, Soobin continued his journey of blending tradition and modernity when choosing Xam, a type of folk song from the Northern Delta, as the main material for the MV “Múc hạ vô nhân” which was just released on November 10.

Scene from the MV "No one under the sky".

Set in a rustic Vietnamese countryside, the MV tells a humorous story about two young men (Soobin and Binz) who pretend to be... "fortune tellers" to flirt with village girls, and in the end receive the lesson "Everyone, be good". By telling a humorous and familiar story, "Muc Ha Vo Nhan" not only recreates the beauty of folk culture but also conveys a simple moral message, which makes Vietnamese folk songs last a long time.

The music of “Muc Ha Vo Nhan” was arranged by music producer SlimV, combining traditional instruments such as Dan Bau, Trong Com, and Bamboo Flutes... The arrangement both retains the soul of Xam and breathes new life into the music, helping young people feel the beauty of traditional music without feeling unfamiliar. In addition to Binz, the MV features People's Artist Huynh Tu (Soobin's father), People's Artist Tu Long, along with artists Trung Ruoi, Do Duy Nam, Lan Thy, and traditional musical instrument artisans.

With wit and satire, "Muc Ha Vo Nhan" recreates the Northern countryside scene in a realistic, rustic, witty yet modern way in every frame.

The MV was directed by Phuong Vu and Hoang Dang (Antiantiart) and the music company SpaceSpeakers Label, bringing a fresh perspective, affirming the spirit of "bringing Vietnamese culture into popular music" - the typical direction that Soobin is pursuing.

Sharing about the new MV, Soobin said: “I love folk music, love traditional instruments, and want to incorporate those elements into my products in a way that suits the new generation. I don’t want folk music to be ‘put in a museum’ but want it to be sung, renewed, and lived with young people.”

"Xam to School" campaign by Soobin and SpaceSpeakers Label.

Not only stopping at music, Soobin also turned his desire to preserve traditional culture into a community project. Together with SpaceSpeakers Label, he initiated the campaign "Xam to School", with the goal of bringing folk music, especially Xam, to students in the three regions of the North - Central - South through workshops, exchanges and real-life experiences. The project is considered a practical effort to spread the love of traditional music and arouse pride in Vietnamese culture among young people. As an ambassador, Soobin hopes to help the new generation realize that folk music is not outdated, but can completely become a source of creative inspiration in modern musical life.

From “Ballad Prince” to multi-talented artist

In the 2010s, Soobin was known as the “Ballad Prince” with a series of hits such as “Behind a Girl”, “Going to Return”, “A Few Pick-Ups”… However, in 2020, Soobin surprised the audience by abandoning this image to take on a stronger, more modern style with the mini-album “The Playah”. The combination of R&B, hip-hop and new-age electronic music symbolizes the spirit of freedom and unlimited creativity.

Now, after 5 years, Soobin continues to enter a new chapter “All Rounder” - the image of a multi-talented artist, making music, performing, and spreading cultural values. He shared: “I don’t consider myself “omnipotent”. That name is given by the audience, and I respect it. But I know I have to try harder to be worthy of that title, not only in music but also in the way I contribute to preserving Vietnamese culture”.

In 2025, Soobin also made an impression with the series “Soobin Live Concert: All Rounder” when the two nights of Day 1 and Day 2 in Hanoi sold out, bringing a top-notch musical experience combining performance, visual arts and storytelling. The journey ended with “All-rounder the final” - a special concert taking place for only one night, scheduled for November 29 in Ho Chi Minh City.

This is the first time Soobin has held an outdoor concert, marking a new challenge in terms of technique and creativity. Music director Slim V said: “When bringing a concert outdoors, almost everything has to change: from the stage, sound to light. But I want the audience to feel the music in the most free, liberal, and intimate way.”

In addition to SlimV, the concert once again has the participation of Dinh Ha Uyen Thu as stage director, with the presence of Binz, Rhymastic and many special guests. The program promises to be the perfect piece to close the brilliant year 2025, while opening a new chapter in Soobin's career.

In 2026, Soobin plans to release the documentary "Soobin's Documentary", recounting his 15-year career journey: from a young man emerging from the program "Vietnamese Star" in 2014 to a multi-talented artist.

VAN KHANH

Source: https://nhandan.vn/soobin-khat-khao-dua-van-hoa-truyen-thong-viet-nam-vao-am-nhac-dai-chung-post922147.html