Can Toc Tien dethrone Son Tung M-TP?

TPO - The "Come My Way" craze has shown signs of cooling down in recent days. This has given "Em" (Soobin ft Binz) and "Người còn thương em không" an opportunity to catch up and take the top spot on the trending music list.





The Vietnamese music scene in June heated up with a series of big names releasing new products. Binz fired the first shot with his album " Gặp lại " (Meeting Again), featuring a lineup of hot artists. Following that, Sơn Tùng M-TP created a sensation with his collaboration with the billion-view rapper Tyga. And in recent days, the race has continued to heat up with a series of new music videos from Tóc Tiên, Noo Phước Thịnh, and Chi Pu.

June each year is the ideal time for singers/rappers to release new products. They compete for every opportunity to shine in the market, thereby gaining an advantage when brands begin "hunting" for brand ambassadors and advertising partners. At the same time, organizers of music events (concerts, festivals) during the summer are scouting the market to make collaboration offers.

Sơn Tùng M-TP remains the brightest name in this competition. However, compared to two years ago, when Sơn Tùng released the music videos "Chúng ta của hiện tại" and "Đừng làm trái tim anh đau ," the appeal of "Come My Way " has diminished sooner than expected, and it's possible that the singer from Hưng Yên will not be able to maintain his top 1 trending position until YouTube automatically removes it after a limited time.

Come My Way doesn't suit the tastes of Vietnamese audiences.

The predictable outcome for Son Tung.

In the last three days, "Come My Way" gained approximately one million views per day for its music video. The appeal of "Come My Way" gradually decreased each day after the end of its initial golden week. From the seventh day onwards, whether the MV remains popular depends on whether viewers listen to it again. Two years ago, "Don't Break My Heart" was a product by Son Tung that perfectly captured audience taste, helping the MV maintain its leading position for 35 days, only stopping when the platform removed it.

Come My Way is different because Son Tung doesn't cater to the tastes of the Vietnamese audience.

The male singer chose an Afrobeat style, a type of beat that is difficult for Vietnamese audiences to appreciate. Sơn Tùng further challenged the patience of Vietnamese viewers by singing entirely in English. In recent days, the music video has been embroiled in controversy due to the uproar surrounding the crane imagery and allegations of plagiarism from another artist's work, "Tàn Chỉ."

The music video "Don't Break My Heart" reached 30 million views after 10 days. With "Come My Way ," after 12 days, the MV hasn't reached 30 million views yet. In the last two days, the number of views has dropped sharply. This is a bad sign for Son Tung, indicating that the MV's impact in the domestic market is starting to decline. On the other hand, Son Tung is facing more competition, and the "trending" pie for the male singer will have to be shared with fellow artists.

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Sơn Tùng took a risk by releasing a product entirely in English, meaning the singer anticipated this scenario. When the majority of listeners have to turn on subtitles to understand what Sơn Tùng wrote, it means the song's repeatability will be low. Instead, " Come My Way" will help Sơn Tùng aim for more ambitious goals beyond the realm of Vietnamese music.

Binz is quietly making his way up.

Toc Tien and Binz are fiercely competing with Son Tung.

The lyrics MV of "Em" (Binz ft Soobin) has quietly reached 11 million views on YouTube. When Son Tung released his MV "Come My Way, " Binz's new product from his debut album was completely overshadowed. However, in the last three days, "Em" has made a comeback, taking the top spot on Spotify playlists. On YouTube, the daily view count of " Em" is now close to that of "Come My Way ."

In contrast to "Come My Way , " "Em" is a song that caters to audience tastes in every way. It's a sentimental ballad, with Soobin's contribution elevating it compared to Binz's solo version released a few months earlier. "Em" has a story that attracted attention and sparked controversy, with many subtle details interpreted as alluding to the relationship between Touliver and Toc Tien. Another strength of "Em" lies in its captivating hook, where Soobin excels at reaffirming his position as the "Prince of Vietnamese Ballads."

She doesn't need an expensive, high-budget music video, but she solves the most difficult problem: making viewers listen to it repeatedly. This is a potential product to attract long-term views/streams, and could even surpass Son Tung in the trending music race on YouTube.

Coming in at number 3 is Toc Tien's "Do You Still Love Me ?". After 3 days of release, the MV has garnered nearly 2 million views. The MV's impressive start comes from the media campaign created by Toc Tien's team. Starting with rumors of Toc Tien dating Tran Ngoc Vang a month prior, it culminated in the appearance of both of them in the MV, which is filled with kissing scenes.

Tóc Tiên generated a lot of buzz with her music video "Em" by Binz and Soobin. Then, her music video "Người còn thương em không" (Does He Still Love Me?) , with its storyline hinting at a potential "new love," exploded in media attention. A large number of viewers flocked to the singer's new music video, often more to see the visuals and kissing scenes than to listen to the music. Therefore, Tóc Tiên's 1.8 million views in just three days perfectly reflect the nature of this project.

The story in the music video helped Toc Tien quickly become a sensation.

The singer, born in 1989, is closely trailing Binz and Sơn Tùng M-TP. This marks a positive comeback for Tóc Tiên after a long period of struggling to find a product strong enough to compete at the top of trending music on YouTube. Whether the music video " Người còn thương em không" (Does He Still Love Me?) will improve its position on the "top trending" list and aim for bigger goals in the future will depend on its core value: the music itself.

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The song "Does He Still Love Me?" received quite negative feedback from the audience, with its outdated and unappealing music compared to other ballad hits on the market. The effect of the music video will fade in another week, and what will ultimately remain is music that resembles "You" .

Will Toc Tien be able to beat Binz and Son Tung, or will Binz surpass Son Tung? The answer will be revealed in the next 2-3 days.

Next up are the highly anticipated releases from Noo Phuoc Thinh, Chi Pu, Grey D, and 52Hz. Noo Phuoc Thinh's "Nhat May " music video started well, quickly climbing the trending charts, but its progress slowed from the top 12. Chi Pu's music video failed to create a strong enough impact in the early stages despite a significant investment. Phenomena like 52Hz and Grey D are being overshadowed by the competition from many big names.

The competition between Son Tung, Binz, Toc Tien, and a series of other music videos has helped the Vietnamese music market "thaw" after half a year. The market will continue to heat up in July when the two game shows "Anh trai" (Brother) return, potentially recreating a similar two-horse race to the craze of two years ago.

Source: https://tienphong.vn/toc-tien-co-lat-do-son-tung-m-tp-post1849867.tpo