YouTube replaces trending topics: A new game for Vietnamese music?

Once considered a "measure" of a Vietnamese artist's popularity, the YouTube Trending list not only reflected the song's reach but also showcased the strength of the fandom and social media influence. However, as YouTube gradually replaced the Trending tab with the YouTube Charts system, the digital music race entered a new phase.

On May 28th, YouTube announced a series of strategic initiatives in Vietnam, including the launch of YouTube Charts, the implementation of the global Foundry Rising program to support independent artists, and the return of YouTube Music Night to Ho Chi Minh City. According to YouTube, this is a step towards building a more transparent music ecosystem while supporting Vietnamese artists to develop sustainably on the digital platform.

Unlike the Trending tab, which typically displays aggregated viral videos , YouTube Charts focuses on specialized music data such as Weekly Top Songs, Weekly Top Artists, and Trending Music, with daily and weekly updates. This means the charts will more accurately reflect the actual music listening habits of the audience rather than relying too heavily on the instant viral effect.

In fact, YouTube has been gradually removing the Trending tab globally since 2025. According to YouTube, traffic to the Trending section has declined sharply in recent years as users have shifted to discovering content through Shorts, personalized algorithms, and social networks like TikTok.

Paul Smith, Managing Director of YouTube Music for the Asia-Pacific region, speaks at the YouTube Music Night.

PHOTO: BTC

In this context, Charts is seen as an effort to bring music closer to real listening metrics. This also leads the market to draw parallels with the models of Spotify Charts or Billboard, where streaming data, listen counts, and content consumption are considered more important metrics than mere "viral" performance. Current digital music charts show that the listening trends of Vietnamese audiences are becoming increasingly fragmented and diverse, with the parallel presence of Vpop, indie, hip hop, and even international artists.

YouTube supports independent artists globally.

Notably, among these announcements is the official arrival of the global independent artist support program Foundry Rising in Vietnam. The first artist selected is rapper Dangrangto, a young artist making his mark with his edgy, distinctive, and deeply underground musical style.

According to YouTube, artists participating in Foundry Rising will receive direct financial support, development strategies from an international team of experts, and marketing resources to expand their global influence while maintaining their unique identity. This is seen as a significant sign as YouTube begins to invest more deeply in the independent artist ecosystem in Vietnam – a market that is witnessing a strong rise of rap, indie, and bedroom pop.

Rapper Dangrangto (center) poses for a commemorative photo with YouTube representatives and guests in front of fans at the YouTube Music Night event held in Ho Chi Minh City on the evening of May 28.

PHOTO: BTC

Dangrangto's selection also reflects a shift in the platform's mindset. Instead of prioritizing established mainstream artists, YouTube is now paying more attention to artists with loyal communities and distinct musical styles. Several of Dangrangto's tracks have garnered millions of views on YouTube, demonstrating the significant potential of this new generation of independent young artists.

On the evening of May 28th, the YouTube Music Night returned to Ho Chi Minh City after three previous events. The event brought together young artists such as JSOL, Juky San, PiaLinh, and Dangrangto. The live performance space is expected to become a connecting point between artists and the music-loving community in a market increasingly dependent on digital platforms.

The shift from Trending to Charts may leave many artists nostalgic for the era of fierce competition and intense competition in Vpop. However, this could also be a necessary step for the Vietnamese music market to move closer to the professional operation of the global music industry, where the value of music is measured not only by its virality but also by its ability to sustain long-term listening.

Source: https://thanhnien.vn/youtube-thay-the-top-thinh-hanh-cuoc-choi-moi-cua-nhac-viet-185260529201526992.htm