IS THERE A CHANGE IN AUDIENCE TASTE?
On a large scale, we can mention Ha Anh Tuan's 2 nights of Sketch a Rose in Ho Chi Minh City attracting 30,000 spectators and Soobin's All-Rounder in Hanoi with about 20,000 people. Besides, there is also Hoang Dung with the live show Xoay tron held in early August with more than 6,000 spectators in Hanoi and soon in Ho Chi Minh City. The shows Giac Mo Sol celebrating 40 years of creativity by Giang Sol or Chuyen Tau with 2 stages Winter (Ho Chi Minh City) and Spring (Hanoi) by Phan Manh Quynh also welcomed a relatively large audience.
Compared to the same period in previous years, there is a clear polarization in the way shows are organized. The number of shows held at theaters is slowing down, as it seems that very few artists are venturing into performing at the moment. This reflects a change in audience tastes, thereby bringing new trends and movements to the country's performing industry.
Musique de Salon is a testament to the mini concert model's balance between scale and audience needs.
PHOTO: Organizing Committee
As for the reason, it is not too difficult to see that live shows and individual performances are currently having difficulty competing with large-scale, lavishly invested events and concerts. Although each name has a certain audience, it cannot be denied that traditional motifs will have difficulty attracting potential young audiences when they are gradually becoming more familiar with outdoor performances, with a large cast of artists and many trendy hits such as Forestival, CAM Concert, Dreamy Cities... or brand events (brand shows) organized by brands such as K-Star Spark in Vietnam, Siren Calling, 8Wonder... In 2025, special events aimed at historical milestones of the nation such as 50 years of national reunification, 80 years of National Day September 2... will further extend this wave. That is a good sign for the performing industry in Vietnam but also leaves many problems for artists working individually.
New direction
However, at the same time, medium-sized programs such as minishows, fan meetings... gradually have their own lives. In the first half of 2025, the market welcomed many shows, both fixed and specially organized, at many locations, from big cities to emerging names such as Quang Ninh, Lam Dong ... The common point of these music nights is that they often take place in tea rooms, stadiums, yachts or small outdoor venues with a capacity of several hundred to less than 1,000 spectators. We can mention the fan meeting events of artists coming from the programs "brother", "talented brother", "beautiful sister", "pretty sister"... such as Toc Tien, Gemini Hung Huynh, Huy R...
The mini concerts are also quite diverse. Recently, there was My Anh with Phases of the moon , Han Sara with Unfrozen , and soon, Trong Hieu with (S)Trong "Di Kieu" Show 2025: Between the stars...
The minishow introducing My Anh's album Phases of the Moon took place in a close, intimate atmosphere, achieving direct emotional connections between the artist and the audience.
PHOTO: NSCC
This trend also continues to have the participation of "independent" artists such as Tung, who plans to organize 4 stops for the first mini tour in Da Lat, Hoi An, Hanoi, and Ho Chi Minh City. Phung Khanh Linh also continuously appeared from the end of 2024 until recently to promote her 3rd studio album Giua mot van nguoi, which is about to be released with 3 stops in Da Nang , Hanoi, and Ho Chi Minh City...
This can be said to be a reasonable choice for artists in the current context. In addition to the reason that audiences are familiar with large music festivals and international shows held with high frequency, the unpredictable weather also makes the risk of outdoor events quite high. In addition to the increasingly popular trend of personalization, live shows, concerts or tours of moderate scale are reasonable choices not only for artists but also for audiences who love a specific genre of music, a style or an individual. The strength of this trend is that artists can approach their audiences in a deeper and closer way, as well as music nights with their own mark and quality, not fragmented or "diluted" in a vibrant market.
This approach is showing its first "sweet fruits". To date, Musique de Salon has performed 17 shows regularly. This program has a specific audience, who enjoy listening to music in a luxurious space with live string and light orchestras. In the 17th show with the theme To remember a time on the evening of August 16 in Hanoi, the program was sold out.
Sharing with Thanh Nien reporter, Mr. Le Van Linh, Director of Gia Dinh Audio - the organizer, confided: "I think the most important thing in programs like this is perseverance as well as a perspective towards a higher purpose. For example, the musicians and artists participating in Musique de Salon all aim to contribute to audiences with the same passion as themselves, to art and to the community. Therefore, although it is not commercialized, this is also an advantage, creating the difference of the program."
Source: https://thanhnien.vn/tuong-lai-nao-cho-concert-ca-nhan-185250817224126313.htm
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