FAD ACTIVITY AFTER LAUNCH
From 2024 to now, the Vietnamese music market has witnessed the blossoming of new music group models such as Lunas, VibeQueens, BOF, Mopius, Sx7, Slaydies... Most of the above groups have in common that they were established after artists participated in famous music game shows. In particular, from the first season of the show Chi dep dap gio rot song, two girl groups debuted: Lunas (Trang Phap, Huyen Baby, Ninh Duong Lan Ngoc, Diep Lam Anh, Khong Tu Quynh) and VibeQueens (Luu Huong Giang and Phuong Vy). Similarly, BOF (Jun Pham, BB Tran, ST Son Thach, Bui Cong Nam and Kay Tran) and Sx7 (Cuong Seven, (S)Trong Trong Hieu) both have members who came out after the show Anh trai vu ngan cong gai . Meanwhile, Mopius (Jsol, Quang Hung MasterD, Duong Domic and Hurrykng) was formed after artists participated in the show Anh trai say hi .
Many new groups debut mainly following the model of combining famous artists.
Photo: Organizing Committee
Thanks to the effects of the game show and the existing fan base of each member, these groups quickly attracted attention as soon as they debuted. Many of their debut products have achieved impressive results. Typically, Lunas's MV Moonlight once reached the top 1 trending on YouTube; Mopius' Priority Lane reached more than 15 million views after 5 months. BOF group also left its mark with the products Tet Dinh Noc , No Fair . The groups also organized live performances and fan interactions, contributing to increasing recognition and connection with the audience.
It can be seen that the continuous birth of music groups gathering many stars makes fans excited, expecting to bring a new breeze to the Vietnamese music market. However, contrary to the vibrant start, the activities of many groups gradually become dim. For example, Lunas - a girl group with a lineup of famous artists, after more than 1 year of debut, only released two products: Moonlight , Cactus Flower , and a few shows. After that, the members returned to their individual activities, each pursuing a separate path: Trang Phap continued to focus on music projects, Huyen Baby participated in reality shows, Diep Lam Anh developed in the livestreaming field... Their names are therefore still associated more with their individual status than with that of group members.
Similarly, Mopius, despite gathering faces loved by young people, has not had any new products since its MV release. The VibeQueens group of Phuong Vy and Luu Huong Giang has not made a clear impression, although the members are all active purely in the music industry. After the MV Chi em minh tren ti vi , the group has not had any new products. The Sx7 group once promised to soon release a new music product for the audience, but after 5 months, it is still quiet.
CAN'T LIVE ON THE LAUNCH EFFECT
It is undeniable that many Vietnamese music releases recently have invested heavily in image and communication in the early stages. However, the initial impact is not enough to ensure the group's reputation for long-term operation. According to Mr. Nguyen Minh, Director of Kich Ban Viet Media Company, the fact that music groups are formed from famous artists but have not really made a breakthrough is understandable from reality.
VibeQueens has been pretty quiet since the product Sisters on TV.
Photo: Organizing Committee
Mr. Nguyen Minh analyzed: "First of all, when the artist has a clear personal position, switching to a group model requires major adjustments in psychology, working style and image. Without unity in artistic direction, the group's image is easily diluted and it is difficult to define a common color. Besides, when members still pursue personal projects, the group is easily seen as a side project, lacking commitment and serious investment. Finally, the current music market is fiercely competitive and requires a methodical strategy in both content and communication. Relying only on the existing reputation of each member is not enough."
Meanwhile, musician Duong Khac Linh believes that one of the major obstacles that makes it difficult for Vietnamese music groups to operate actively is the issue of salaries. According to the musician, the salaries for groups are often high because they gather many famous artists, while the organizers have to carefully calculate the budget. The Vietnamese market is not strong enough to "carry" a music group that operates regularly like a solo artist. "The audience may be ready to accept, but the organizers will hesitate, especially in the current difficult economic times. In addition, gathering many stars in a group makes it very difficult to unify the schedule and general direction," said the male musician.
In addition, Mr. Nguyen Minh believes that it is necessary to look back at the motivation for forming the group: "Are the artists truly passionate about the group model, or are they just following temporary inspiration, market trends or a short-term PR plan?" According to him, if the answer leans towards the latter, then the group already has the seeds of disbandment.
"A music group cannot be the mechanical sum of a few famous artists. It must be a serious choice and have a long-term strategy, in terms of brand, artistic identity, and personal commitment. Each member must determine that this is not just a project, but a journey that requires investment in both time and passion. The music market is not lacking in choices, but the audience always needs a reason to stay. And that reason cannot be fleeting flashiness, but must be a value that is built sustainably," said Mr. Nguyen Minh.
Thanhnien.vn
Source: https://thanhnien.vn/thay-gi-tu-cac-nhom-nhac-viet-lien-tiep-ra-mat-185250617224733331.htm
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