Building music brands, positioning destinations

Many annual programs have their own mark, positioning the brand in the public's mind, participating in the process of building and developing the cultural industry in the capital.

Concert program " Hanoi Concert - New Year Concert 2024" on the evening of January 1, 2024.

Create your own musical value

In recent years, the appeal of concerts to Vietnamese audiences has become clear. Although considered a “selective” music genre, the music market has witnessed many symphony concerts that have attracted the public. Many non-profit concerts, although not focusing on revenue, have more or less created their own brands, bringing new enjoyment values to the public.

The concert "Hanoi Concert - New Year Concert 2024" performed by Hanoi Radio and Television on the evening of January 1, 2024 at the Hanoi Opera House attracted a large audience. Under the baton of Japanese conductor Honna Tetsuji, the Vietnam National Symphony Orchestra and famous Italian and Vietnamese artists Angela Nisi, Manh Hoach, Pham Khanh Ngoc impressively performed immortal works such as "Swan Lake" (Tchaikovsky), "Blue Danube" (Ivanovici), "Hungarian Dance" (Brahms)... along with classic Vietnamese musical works such as "Hanoi People" by musician Nguyen Dinh Thi, "Little Spring" by musician Tran Hoan.

“Hanoi Concert” is a regular concert program with many versions: “Hanoi Summer Concert”, “Hanoi Autumn Concert”, “Hanoi New Year Concert” to build an academic music program for the public of the capital, initially bringing new emotions to chamber music lovers in Hanoi.

Previously, Hanoi had non-profit concerts that created a buzz not only because of their regular organization, becoming their own brand, but also because of the artistic quality that satisfied professionals and the public. After 13 years of organization, the concert "What remains forever" by Vietnamnet Newspaper became "spiritual food" for the audience on the afternoon of National Day (September 2). Since 2022, the program "New Year Concert" by the People's Public Security force has also created a familiar taste at the beginning of the new year for classical music lovers.

The appeal of concerts held in Vietnam is not only demonstrated by the packed concert nights but also by the high ticket sales. For example, in 2022, the two Toyota Concert nights in Hanoi and Ho Chi Minh City quickly sold out in a short time; or the Hennessy concerts are always "hot" every time they return to Vietnam.

Tickets for these concerts are always sought after by music lovers at a high price. Also because of the growing public interest, for many years, the Vietnam National Symphony Orchestra has organized a series of "Pre-booked Concerts" at the Hanoi Opera House, with about 10 performances each year and has become its own brand, leaving a strong impression on classical music lovers.

Destination branding

Although they are not music programs for the masses, do not stir up and attract millions of viewers at the same time like entertainment music events, concerts still bring their own value, aiming at a classy music brand.

Sharing about the purpose of implementing the music series "Hanoi Concert", General Director of Hanoi Radio and Television Station Nguyen Kim Khiem said that this is a music project to specifically implement Resolution 09-NQ/TU on "Developing cultural industry in the capital for the period 2021 - 2025, orientation to 2030, vision to 2045". "We strive to build a series of music programs with academic values, creating an orientation on musical aesthetics, thereby gradually building a brand for academic music programs in Hanoi" - Mr. Nguyen Kim Khiem expressed.

From the perspective of an artist, conductor Le Phi Phi, after many years of working with the concert program “What remains forever”, shared that the concerts not only have artistic value but also help position the destination brand for the capital. “I know that there are many overseas Vietnamese, many people in Ho Chi Minh City who want to come to Hanoi on National Day to enjoy the music program “What remains forever”, that is the greatest value we desire when implementing this program” - conductor Le Phi Phi expressed.

And conductor Honna Tetsuji, Music Director and principal conductor of the Vietnam National Symphony Orchestra, who has participated as conductor in many major concerts, shared that symphony music has had and is having a solid position in Vietnam's musical life.

“We feel the interest of Vietnamese audiences in concert programs. Hanoi has many theaters that meet the standards for symphony concerts, and is also a gathering place for many talented artists, and can become one of the major art centers of the country,” said musician Honna Tetsuji.

The development of symphony concert programs in the capital in recent years has contributed to creating a diverse, attractive and quality music market for Hanoi. However, in order for these programs to become regular musical venues for residents and tourists, they need to be maintained periodically and more frequently. In addition, to create their own brand, the programs need to be invested in, upgraded in quality, differentiated and constantly innovated to increase sustainable appeal to the public.

Source