Fandom culture is changing the game for idols.

Transcending the boundaries of spontaneous groups, fandoms (communities of fans) are gradually becoming part of the entertainment ecosystem, where audiences are not just viewers and listeners but also co-experience and create value with the artists.

Strategy in the Digital Age

In the broader landscape of contemporary entertainment, fandoms truly play a significant role in shaping artists' careers and defining the industry. Many fandoms are willing to invest considerable time and effort in various activities: boosting views for artists' new releases; organizing online polls; promoting their idols on billboards; undertaking charitable projects named after their idols; and creating elaborate photo opportunities at music event venues…

Community names have also emerged, such as "Dong Am" by Den Vau, "Kingdom" by Soobin, "Sky" by Son Tung M-TP, "Sundays" by Hieuthuhai, "To Co" by Phuong My Chi; "Musik" by Quang Hung MasterD… In addition, there are fandoms without specific names but which are very strong, such as those of My Tam, Ha Anh Tuan…

The strategy of enhancing the fan community in recent times is clearly evident in the methods used by both artists and the teams and organizers of music events. At the end of November, the GENfest Presents MBILLION 2025 music festival took place in Ho Chi Minh City, bringing together six artists: Rhyder, Jsol, Low G, Phap Kieu, B Ray, and Hieuthuhai. At the event, the organizers emphasized that fandom was an official part of the stage, with various forms such as: lightsticks; fanchants; slogans (keywords and catchphrases created by fans to cheer on the artists); story walls (areas where fans can post messages expressing their admiration)...

Ms. Nguyen Viet Nu, Director of Communications for the festival, shared: “The interplay between artists, fans, and music is what makes it special. They are the consumers of the products and have a significant impact on the success or failure of the artists. Therefore, the festival not only aims to elevate artists to iconic status but also to make fandom an official part of youth culture.”

The artist's fan community at a music show. Photo: Organizers

Therefore, each singer actively builds their own social networking platform, tailored to current trends, with the help of digital technology companies. At the end of September, Hieuthuhai became the first Vietnamese artist to announce the launch of Fandom Platform – an official and professional platform to connect him more closely with fans both domestically and internationally. The platform acts as a "common home" where fans can follow announcements, access exclusive content, and participate in community activities with the artist.

Elevating the game - promoting civility

Many years ago, most Vietnamese artist fan communities were simply called fan clubs (FCs). FCs were usually spontaneous, small to medium-sized. From around 2020 onwards, some FCs developed enough to qualify as professional fandoms.

In particular, the fandom began to grow strongly from around mid-2024, associated with reality TV shows such as "Brother Overcoming a Thousand Obstacles," "Beautiful Sister Riding the Waves," "Brother Says Hi," "Pretty Girl Says Hi," etc.

Some fandoms have grown into communities of hundreds of thousands of members with professional management systems and strategies to enhance the artist's influence from social media platforms to the real world, such as: 5,000 audience members joining the artist to set a Guinness World Record for "The largest number of participants wearing traditional Vietnamese costumes" at the "Brother Overcoming a Thousand Obstacles" 2025 concert (March 2025); the "3,300 Acts of Kindness" community campaign inspired by "Brother Overcoming a Thousand Obstacles" running from May 27th to June 8th; Soobin's "Kingdom" fandom contributing over 4 billion VND to various community support projects; and Jun Pham's fandom also partnering with the artist to support surgical costs for children with congenital heart disease...

However, without proper guidance, fandoms can also bring about negative issues. For example, in late November, Soobin's fandom reacted excessively and aggressively to rumors that the Soobin Live Concert: All Rounder The Final was planning to invite artists the fandom disliked.

Lessons from countries with developed performing arts industries show that fandoms are an inevitable development. However, to have civilized fandoms, guidance is needed from both sides: artists and audiences. Artists must know how to convey positive messages, and audiences need to be aware of the importance of connection, respect, and how to spread artistic values. Civilized fandoms not only help artists develop sustainably, but also allow fans themselves to mature and become an integral part of cultural life.

TIEU TAN

Source: https://www.sggp.org.vn/van-hoa-fandom-thay-doi-cuoc-choi-than-tuong-post828012.html