The era of independent artists

The increasing number of concerts by indie (independent) artists indicates a new market is emerging.

Today, an indie artist might not appear on television or have a "national hit" song, yet still sell out concerts to several thousand people.

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Previously, the almost sole path to becoming a professional artist was signing a record label, appearing on television, having radio hits, and gaining mainstream exposure. However, this model is now being disrupted by digital platforms and algorithms. Many young artists are self-releasing, self-marketing, self-selling tickets, and building their own communities. Young artists today are like startup founders, and social media platforms like YouTube, TikTok, and Spotify have replaced the role of record labels.

Singer buitruonglinh is one of the typical examples of the new generation of artists (Photo: NHAT CHUNG)

Buitruonglinh is a new artist who gained popularity after participating in the second season of the show "Anh trai say hi" (Brother Says Hi). Naturally, Buitruonglinh already has a considerable fan base after emerging from a popular program. However, the fact that a young artist could sell out concert tickets in just 10 minutes is a rare record in Vietnamese showbiz. Following the success at Hoa Binh Theater, all tickets for both nights of the show in Hanoi were also sold out.

At the time tickets went on sale, over 20,000 people lined up. Notably, the ticket distribution unit recorded a record number of simultaneous access requests, with 164,000 requests for the April 23rd concert and this number soaring to 232,000 for the April 24th concert. These are unprecedented figures for a young artist holding a solo concert, demonstrating buitruonglinh's immense popularity.

As we can see, nowadays, an artist can release music directly on Spotify, Apple Music, YouTube; promote through TikTok, Instagram, Facebook; sell concert tickets through online platforms; and earn money from their fandom, merchandise, livestreaming, or private community.

Targeting a "niche" market

The market is seeing the emergence of a new generation of niche artists (also known as "niche" market artists) who work within a very specific genre, style, or field of art. They don't aim for the masses but focus on serving a specific audience with particular tastes.

Niche artists no longer need to appear on television; they have small but loyal fandoms who are willing to buy tickets, albums, attend shows, and follow all their releases.

Singer Phung Khanh Linh is one of the prime examples of the "niche" generation of artists. She's not a national sensation, but every concert she performs is packed with audiences. Her revenue no longer comes primarily from mass popularity, but from the depth of her connection with the community, her ability to maintain a loyal audience willing to spend money on all of their idol's activities.

This shift has also significantly altered the role of artists. Today's young artists need more than just the ability to sing or make music. They must also understand personal branding; content strategy; audience data; platform algorithms; community management; ticket sales; and commercialization. Music has become the "core product," while the community is the greatest asset.

This explains why many young artists prioritize building a community ecosystem, rather than chasing a short-term hit.

A viral song might generate views, but it doesn't necessarily create a loyal audience. Meanwhile, a small but close-knit community can sustain an artist for many years.

This reality means that the concept of a "national star" is gradually becoming outdated; the current music market no longer has many artists capable of dominating the entire public like in the days of mainstream television.

Instead, hundreds of small communities exist in parallel, creating countless "mini-universes".

"According to insiders, success in music today is no longer measured by the level of popular fame. An artist may not be a 'national star,' but can still have a stable career; fame is no longer a prerequisite for making a living from art."

Source: https://nld.com.vn/thoi-cua-nghe-si-doc-lap-19626052719220489.htm