《RMIT：2024-2025年越南數字音樂市場格局研究報告：專業、共創、爆發（英文版）（99頁）.pdf》由會員分享，可在線閱讀，更多相關《RMIT：2024-2025年越南數字音樂市場格局研究報告：專業、共創、爆發（英文版）（99頁）.pdf（99頁珍藏版）》請在三個皮匠報告上搜索。

1、TABLE OFCONTENTSModern Portrayal of VietnameseDigital Music Listeners 2025Foreword10 Emerging Trends In DigitalMusic&Whats WaitingAhead0103Key Stakeholders in Vietnam DigitalMusic Landscape0204Appendices0522024 has witnessed remarkable growth and maturity in Vietnamsdigital music market.The expansio

2、n of digital platforms,social media,and entertainment programs empowers artists to express theircreativity,showcase their unique identities,and collaborate oninnovative musical projects,bringing new and diverse music toaudiences.This growth is further fueled by the increasingprofessionalization of t

3、he industry,with strong support from networksof service businesses,management entities,brand agencies,mediacompanies,and fan communities.This vibrant ecosystem not onlyfosters artistic expression but also enriches the cultural landscape ofVietnam.As the industry continues to evolve,we can expect eve

4、ngreater achievements in the years to come.Dr.Long Nguyen(Nguyn Vn Thng Long)Associate ProfessorAssociate Program Manager,Professional CommunicationSchool of Communication and DesignRMIT University VietnamFOREWORD-VIETNAM DIGITAL MUSIC LANDSCAPE 2024-2025With the colorful and dynamic landscape of Vi

5、etnams music scene,this is a goldenopportunity for artists,networks of businesses in the industry,governing bodies,and musiclovers to jointly build a professional,creative,and high-potential digital music market inVietnam.However,what changes might we see in the factors that drive the success of thi

6、smarket?What is the roadmap for the sustainable development of artists,and how importantis fandom establishment?What opportunities and challenges lie ahead for the sustainableand healthy development of the market?What are the next trends in Vietnamese music?This report,Vietnam Digital Music Landscap

7、e 20242025,updated by the research team atthe School of Communication and Design,RMIT University Vietnam,offers valuable insightsinto the Vietnamese music landscape in 2024 and forecasts music trends that will shape thisindustry in 2025.3MODERN PORTRAYAL OF VIETNAMESEDIGITAL MUSIC LISTENERS 20254Tot

8、al PhysicalTotal StreamingDownloads&Other DigitalPerformance RightsSynchronisation(?lm,TV,game,.)2018201920202021202220230.05.010.015.020.025.030.0GLOBAL RECORDED MUSIC INDUSTRY REVENUES 2018-2023(BILLION USD)1The global music industry is experiencingstrong growth,with revenue reaching USD28.6 billi

9、on as of 2023.This revenuecomes from physical music sales,musicstreaming,music downloads,performance rights,and various musicdistribution channels.Music streaming,isthe largest source of revenue,generatingUSD 19.3 billion and accounting for morethan half of the total industry revenue.Global Music Re

10、port 2024 by International Federation of the Phonographic Industry(IFPI)1revenue of global digital streaming 202328.6 billion USD28.6 billion USD117.418.820.223.92628.65OVERVIEW OF GLOBAL MUSIC LANDSCAPE20172018201920202021202220232024202520262027202820290.002.004.006.008.0010.0012.00Asia is solidif

11、ying its position as one of theworlds most dynamic digital music markets,with an impressive revenue growth rate of 14.9%in 2023.Projected revenues are expected toreach USD 8.11 billion in 2024 and rise to USD10.91 billion by 2027.Asias digital musicmarket showcases a promising future,unlocking numer

12、ous opportunities for investorsand artists alike.ASIAS DIGITAL STREAMING REVENUE FORECAST 2017-2029(BILLION USD)Global Music Report 2024 by International Federation of the Phonographic Industry(IFPI)Digital Music-Asia by Statista Market Forecast12210.9110.359.799.238.678.117.426.55.724.83.672.992.51

13、614.9%14.9%growth in revenue of Asias digital streaming 2023 1OVERVIEW OF ASIAS MUSIC LANDSCAPE“Under the guidance of the government,Vietnams cultural industry is becominga vital pillar of the national creative economy.By harmonizing creativity,production,and commercialization,the industry not only

14、generates significanteconomic value but also contributes to preserving and enhancing the nationscultural identity.The potential for sustainable growth,particularly in digitalmusic,will serve as a strong impetus for Vietnam to affirm its position on theglobal cultural industry map.”Dr.Donna Cleveland

15、Associate ProfessorDean of the School of Communication and Designat RMIT University Vietnam#4 Southeast Asia#4 Southeast Asia#44 Worldwide#44 WorldwideVietnams rankings according to the GlobalCreativity Index about the growth level of theCreative Economy sectorDeveloping Vietnams cultural industries

16、 rapidly,sustainably,uniquely,and with identity by Nhan Dan NewspaperDirective from the Prime Minister on the development of Vietnams cultural industries by Governments Electronic PortalVietnam climbed two spots in the 2024 Global Innovation Index by the Ministry of Science and Technology3455The pro

17、duction value of Vietnams cultural industries,including revenue and investment,from 2018 to2022 is estimated to have contributed VND 1,059 trillion(approximately USD 44 billion)with an annualgrowth rate of 7.2%.3Recognizing the crucial role of culture,the Vietnamese government has identified the dev

18、elopment of thecultural industry as a priority.It aims to achieve fast,sustainable,and distinctive growth by leveragingdigital platforms.Within this framwork,digital music is considered a key drive of development.74OVERVIEW OF VIETNAMS CULTURAL INDUSTRYMusic DownloadsMusic StreamingMusic Streaming A

19、dvertisingPodcast Advertising201720182019202020212022202320242025202620270.0020.0040.0060.0080.00VIETNAM DIGITAL AUDIO MARKET FORECAST 2017-2027(MILLION USD)216.6420.3425.7936.7144.3150.8156.4261.9766.3769.6972.36Digital Music-Vietnam by Statista Market ForecastDigital 2024:Vietnam(Main reasons to u

20、se Internet)by We Are Social2Digital 2024:Vietnam(Social media usage)by We Are SocialDigital 2024:Vietnam(Daily duration used for social media)by We Are Social678In Vietnam,revenue from online music streamingdominates,with projections reaching nearly USD 40million in 2024.Digital audio advertising r

21、anks second,with approximately USD 20 million,highlighting thesignificant potential of this business model.Althoughpodcast advertising remains modest,it is developingrapidly with high growth rates.The overall market isforecasted to grow at a rate of 8-10%annually,reaching arevenue of USD 72.36 milli

22、on by 2027.Internet users accessing digital platforms to listen to musicusers listening to music through digital platformsdigital music revenue in Vietnam in 202447.7%47.7%time spent by users listening to music on digital platforms1 hour 8 mins1 hour 8 mins40 million USD40 million USD61.4%61.4%67288

23、OVERVIEW OF VIETNAMS DIGITAL MUSIC LANDSCAPESingaporeBruneiThailandMalaysiaPhillipinesIndonesiaVietnamLaosTimorCambodiaMyanmar0.005.0010.0015.0020.00MONTHLY REVENUE PER CAPITA IN SOUTHEAST ASIA MUSIC MARKET 2024(USD)9,10910Southeast Asia Music Revenue by Statista Market ForecastPopulation data of So

24、utheast Asia by Worldometer*The figures above were calculated using:Total revenue by country/Total population by country16.661.991.410.970.580.520.260.220.150.10.05Vietnams ranking in Southeast Asia inaverage monthly revenue per capita inthe digital music market9,109With an average revenue per capit

25、a of USD 16.66,Singapore hascreated a significant gap compared to other countries in the region.Vietnam,in comparison,stands at only USD 0.26,currently ranked 7.However,Vietnam possesses a digital music market with immensedevelopment potential.With the right strategies and investments,Vietnam market

26、 is poised for significant growth in the coming years.#7#7VIETNAMESE MUSIC ON THE SOUTHEAST ASIA MAP202320240.0%20.0%40.0%60.0%80.0%100.0%1 12 23 3YouTube(99.6%)has maintained its top spot over the past2 years due to its market expansion and provision of high-quality music services with advanced per

27、sonalizationcapabilities,attracting more users.TikTok(99%)ranks 2ndthanks to the popularity of short videos and the rapidspread of song trends.Facebook(96%)remains 3rd on theranking,highlighting the strength of this social mediaplatform in connecting users and sharing music content.POPULAR MUSIC STR

28、EAMING PLATFORMSYouTubeYouTubeTikTokTikTokFacebookFacebook*Q:In the past month,on which platforms have you listened to music?1099.5%99.6%99.3%99.1%96.00%81.1%82.5%61.9%61.3%32.1%33.2%24.4%25.3%24.4%21.9%96.00%VIETNAMESE MUSIC LISTENERS:PLATFORMSIn both 2023 and 2024,users highly valued three keyfact

29、ors when choosing a music platform:a user-friendly interface(93%),a diverse music library(93%),and free/low pricing(92%).However,therehas been a noticeable shift in usage trends,as usersincreasingly prioritize convenience and smooth userexperience(interface)over merely focusing on thevolume of avail

30、able music(library size).CRITERIA FOR CHOOSING A MUSIC STREAMING PLATFORM2User-friendly interfaceUser-friendly interfaceDiverse music libraryDiverse music libraryFree/affordable pricingFree/affordable pricing1 12 23 3*Q:What factors do you consider when listening to music on platforms?1194%93%94%93%

31、93%92%91%89%89%88%88%87%86%85%84%83%84%83%85%82%77%76%72%73%70%70%202320240%20%40%60%80%100%User-friendly interfaceDiverse music libraryFree/a?orable pricingNo interruptive advertisementsSuitable music recommendationsPlaylists matched with moodExclusive and favorite contentShared listening featuresM

32、usic popular among the publicAccompanied by unique visualsPopular with people aroundHelps favorite artists achieve high performanceRecommended by favorite artistsVIETNAMESE MUSIC LISTENERS:PLATFORMSR&BR&B1 12 23 3BalladBalladPopPop*Q:Which music genre do you prefer?12FAVORITE MUSIC GENRESThe Vietnam

33、ese music market this year has witnessedsignificant changes in preferences and listening trends amongthe public,reflecting diversity and richness across variousmusic genres.Specifically,Ballad leads with 86.5%,showing astrong preference for gentle,emotional tracks.Followingclosely is Pop at 81.5%,th

34、anks to its broad appeal andcatchiness.Genres such as R&B(62.5%),EDM(49.2%),andRap(47.1%)are also among the most favored,marking theirimportance in the development of contemporary music inVietnam.0.0%20.0%40.0%60.0%80.0%100.0%BalladPopR&BEDMRapBoleroHipHopRockRevolutionary musicMusicalTraditional mu

35、sic86.46%81.5%62.5%49.2%47.1%44.3%34.5%25.5%15.7%9.5%6.8%VIETNAMESE MUSIC LISTENERS:GENRESRemixes/CoversRemixes/Covers1 12 23 3The trend of consuming online music content in 2024revolves around trendy videos related to songs,liveperformances,and remixes/covers.These types ofcontent are often easily

36、accessible and quickly establisha connection with viewers on digital platforms.Not onlydo they deliver a dynamic music experience,but theyalso emphasize the interaction between artists andaudiences,strengthening their engagement with music.Notably,live performances have become increasinglypopular co

37、mpared to 2023,thanks to the rise of musicevents(concerts,live shows).FAVORITE MUSIC-RELATED CONTENTTrendy videos related to songsTrendy videos related to songsLive performancesLive performancesQ:Which types of content related to music do you prefer on a scale of 1-5?*13012345Trendy videos related t

38、o songsLive performancesRemixes/CoversVideos with short segments of songsMV over 3 minutesAudio-only musicDiscussions about music(video reactions)Behind-the-scenes recording or production4.004.023.923.963.963.943.863.913.763.813.763.773.533.593.183.28VIETNAMESE MUSIC LISTENERS:PREFERENCESThe most co

39、mmon duration people spend listening to music daily ranges from 1 to under 2 hours per day.In 2024,userstend to listen to music during the evening(6 PM-12 AM)to relax after a long day,or during 10-12 PM when higherconcentration is needed for work or study.This change contrasts with 2023 when users p

40、rimarily listened during earlymornings(6-7 AM)or late nights(10 PM-2 AM).The shift is attributed to the appearance of music programs aired atcorresponding times.FAVORITE TIME FOR MUSIC STREAMING6-8 AM8-10 AM 10-12 PM 12-2 PM2-4 PM4-6 PM6-8 PM8-10 PM 10-12 AM 12-2 AM2-6 AM0.0%20.0%40.0%60.0%80.0%100.

41、0%DAILY TIME SPENT LISTENING TO MUSICQ:During which time slots do you typically listen to music in a day?Q:How much time do you allocate to listening to music daily?*1444.3%58.2%69.6%65.8%66.6%67.4%78.4%91.6%69.3%22.4%8.2%2 to under 3 hours14.3%1 to under 2 hours44.7%Under 1 hour36.2%Over 4 hours2.6

42、%3 to under 4 hours2.1%VIETNAMESE MUSIC LISTENERS:TIME0.00%20.00%40.00%60.00%80.00%100.00%HomeCafesGyms/Fitness centersSchools/O?ices/CompaniesWhile travelingRestaurantsStreet-side beverage stallsConvenience stores/Mini supermarketsOthersPOPULAR LOCATIONS FOR MUSIC STREAMINGListeners today enjoy mus

43、ic in various spaces.However,100%of users agree that home is the idealplace to listen to music.This is because homeprovides a private,comfortable space where peoplecan combine listening to music with daily activitiessuch as relaxing,working,or resting.In addition,cafes(43.96%)and gyms(39.81%)are als

44、o popular spots,as these locations offer environments conducive toenhancing the experience and enjoyment of music.HomeHomeCafesCafesGym/Fitness centersGym/Fitness centers1 12 23 3Q:Where do you usually listen to music from the following locations?*15100%43.96%39.81%29.81%24.53%20.38%18.87%16.98%3.02

45、%VIETNAMESE MUSIC LISTENERS:LOCATIONS0.00%20.00%40.00%60.00%80.00%100.00%RelaxGain more energy in lifeStay updated with music trends,MVs,new songsReduce body fatigueImprove sleep qualityOut of habitStay informed about favorite singersPass the timeConnect sociallyLearn/enhance knowledge for work/stud

46、yMusic possesses a magical power in enhancing thequality of life.Music not only helps with relaxation(100%)and alleviates stress(77.55%)to face dailychallenges but also serves as a means to stayupdated with the latest trends(69.81%).Regularmusic listening supports physical and mentalhealth,such as r

47、educing body fatigue(67.55%)and improving sleep quality(62.08%).POPULAR MOTIVATIONS FOR MUSIC STREAMINGRelaxRelaxGain more energy in lifeGain more energy in lifeStay updated with trendsStay updated with trends1 12 23 311Q:Why do you listen to music?Mental health benefits of music therapy for young a

48、udiences by ProQuest LLC11*16100%77.55%69.81%67.55%62.08%60%59.81%56.04%43.4%20.57%VIETNAMESE MUSIC LISTENERS:MOTIVATIONS0-50,000 VND50-200,000 VND200-500,000 VND500-1,000,000 VND 1,000,000 VNDSubscriptionAlbumMerchandiseConcertCo-brand0.00%20.00%40.00%60.00%80.00%100.00%120.00%Fans express their lo

49、yalty through their willingnessto spend on various types of products.Amongthese,co-branded products featuring artists arethe most prominent,with the majority of usersspending over 1 million VND for premium items,while subscription packages and albums/singlesare more favored in the more accessible pr

50、icerange.Despite the diversity of products,theaverage spending of fans focuses on around50,000 VND,indicating an easy approach for fansto access products related to their idols.AVERAGE MONTHLY SPENDING ON MUSIC-RELATED PRODUCTSComplete List of Music-Related Products:Subscription packages for digital

51、 music platformsAlbums/Singles/Physical recordsMerchandise(e.g.,lightsticks,T-shirts,photobooks,etc.)Concerts/Liveshows/Fan eventsCo-branded products with artists(e.g.,Son Tung M-TP x Bitis Hunter,etc.)“As a Vietnamese fan,I am always ready to spend money to supportmy favorite idol,from buying album

52、s and merchandise to attendingconcerts.With my deep love for the artist,I dont hesitate to invest inmemorable music experiences.The financial strength and passion ofVietnamese fans have proven that we are not only a strong force butalso active supporters in the artists journey.”Ms.Pham Ngoc MinhOffi

53、ce worker Music fanQ:What items related to music are you willing to spend money on?*170.47%5.29%27.06%67.19%44.95%33.28%32.19%32.66%0.93%2.02%6.22%9.64%16.8%16.8%9.64%2.33%14.62%37.17%25.66%29.7%24.73%23.02%20.06%17.88%VIETNAMESE MUSIC LISTENERS:PURCHASE POWERKEY STAKEHOLDERS IN VIETNAMS DIGITAL MUS

54、IC LANDSCAPE1819ARTISTS KEY FACTORIMPACTING MUSIC LISTENERSArtists are at the heart of Vietnams music industry.They not onlyrepresent and convey the emotions and messages of musicalworks through their voices and performances but also breathe lifeinto melodies and lyrics.By forming emotional connecti

55、ons withfans,they help affirm the influence of music.Vietnamese artistsare actively preserving and promoting the uniqueness of Vietnamsmusic to the global audience.Through their music,they arenarrowing cultural gaps between nations,fostering understandingand appreciation for Vietnamese culture.Their

56、 professional imageand quality music help attract diverse audiences worldwide.While facing challenges such as language barriers and intensecompetition,Vietnamese artists,with the support of managementagencies,distributors,and fans,are steadily solidifying theirposition in the international music sce

57、ne.As Vietnamese musiccontinues to evolve and innovate,we can expect its artists to playan even greater role in shaping the future of the global musiclandscape20Core StrategiesMain ActivitiesBeginDevelopmentGrowthCompletionLegacyCreative DevelopmentSongwriting&Music ProductionCareer OrientationVisua

58、l&Personal Branding DefinementBuild Online PresenceInitial Fan EngagementPublic Engagement&Digital PromotionLive PerformancesStreaming&Digital PromotionFan Club DevelopmentCommercial Partnerships&Market ExpansionBrand AmbassadorshipsTouring&International ExpansionMerchandise SalesLegacy Building&Str

59、ategic InfluenceMentorship&Influence StrategicPartnerships&Legacy ProjectsMinimal importance Almost no focus orrelevance at this stage.Low importance Rarelyprioritized,minimal effort orfocus required.Moderate importance Necessary but not centralto growth or progress.High importance Criticalfor succe

60、ss and growth,significant effort required.Maximum importance Absolutely essential forlong-term success andsustainability.Disclaimer:The categorization herein is based on research analysis and is intended for reference only.CAREER JOURNEY OF MUSICAL ARTISTS 21Low impactHigh impact TOP ARTISTSLong-sta

61、nding years of experience in the music industrywith renowned talentA massive fanbase with both quantity and quality supportSignificant influence in both discography and commercialprojectsVery high public recognitionESTABLISHED ARTISTSLong-standing years of experience in the musicindustry with renown

62、ed talentA stable and loyal fanbase with deep engagementFocus more on discography than commercialaspectsHigh public recognitionLong-term seniorityDeveloping seniorityEMERGING ARTISTSRecently recognized in the music industryDeveloping a fanbase but not yet firmlyestablishedFocus on producing albums,s

63、mall/medium-sizedprojects with low frequencyLow but increasing public recognitionMID-TIER ARTISTSCertain years of experience in the music industry(3+years)An established fanbaseRecognized discography and medium-scalecommercial projects at moderate frequencyAverage public recognitionSeniority is meas

64、ured by the level of public recognition(as evidenced by major awards,solo performances,a consistent and loyal fanbase over time)Influence is determined by fan engagement(number of fans),and commercial viability(performances,brand collaborations,etc.)*Disclaimer:The categorization herein is based on

65、research analysis and is intended for reference only.ARTIST CATEGORIZATION BASED ON CAREER JOURNEY&IMPACTMY LINH&SOOBIN HOANG SONSoobin Hoang Son achieved numerous remarkable milestones in 2024,marking 10 years of hismusic career.In April 2024,he released his debut album Bat No Len alongside the MV

66、Gia Nhu,which quickly reached#1 on domestic YouTube Music charts,garnering 80 million views andwidespread attention through the#GiaNhu hashtag on TikTok.Around the same time,Soobin leftan impression during Anh Trai Vuot Ngan Chong Gai reality show,particularly with his rendition ofthe iconic Trong C

67、om,which went viral on YouTube and became a popular meme.Notably,he wonthe Most Favorite Brother award at the shows finale,further demonstrating his ability to attractfans and ever-increasing influence.ESTABLISHED ARTISTS:SPOTLIGHT13In 2024,My Linh continued to solidify her position as a top Diva th

68、rough numerous notable activities.She shone brightly when participating in the show Chi Dep Dap Gio Re Song,earning the title Sister ofthe Year thanks to her ability to convey authenticity and charisma,affirming her comeback as a keyfigure of the shows second season.My Linh also made her mark by per

69、forming at prestigious eventssuch as the Nha Trang International Jazz Music Festival and musician Duc Huys Live Concert.Additionally,her appearances at widely discussed events like Live Tour May Lang Thang and MissUniverse Vietnam 2024 highlighted the perfect blend of artistry and commercial appeal.

70、Togetherwith her iconic performance style,My Linh has become an exemplary established artist,maintainingher top-tier position for over a decade.122214 My Linh(adapted from Yeah1)15 Soobin Hoang Son(adapted from Yeah1)Trang Phap cried as she lost,My Linh won Sister of the Year award by VietnamnetSoob

71、in-from a prodigy to a beloved star by VnExpress E-Newspaper1213Son Tung M-TP continues to solidify his position as a top-tier artist in 2024 through a series of remarkablesuccesses.His two songs,Chung Ta Cua Tuong Lai and Dung Lam Trai Tim Anh Dau,created waves onsocial media,amassing 69 million an

72、d 100 million views on YouTube,respectively.Additionally,he servesas an ambassador for major brands like Ponnie,MBBank,and Modern.His recent performance at ViettelY-Fest 2024 in Hanoi and the launch of his exclusive merchandise line BE THE SKY further highlighted hisinfluence.With over 22 million fo

73、llowers on Facebook and Instagram,Son Tung M-TP consistently ranksamong the top 10 most influential figures on social media,maintaining his powerful impact.SON TUNG M-TP,MY TAM&HA ANH TUANMy Tam leaves her mark with sold-out liveshow My Soul 1981 across variousprovinces in Vietnam.She also made sign

74、ificant contributions to majorcultural events such as Da Nang Enjoy Festival 2024 and the HoZo 2024International Music Festival.My Tam impressed fans by selling 1,570 Tri AmDVDs in just 1 minute.Meanwhile,Ha Anh Tuan continues to demonstrate hisunique appeal in engaging his loyal fanbasethose who ac

75、company him atevery performance,from the Storii Concert in Hanoi to the Sketch A RoseConcert in Singapore and Australia,attracting nearly 6,000 attendees.TOP ARTISTS:SPOTLIGHTAnnouncement of Be The Sky Project by Tuoi Tre NewspaperTop 10 Influential Figures Data Report by BuzzmetricsMy Tams 3-Hour S

76、old-Out DVD Sales by Thanh Nien NewspaperSketch A Rose Concert Success in Hanoi and Abroad by Bazaar Vietnam16171819161819231720 Son Tung MTP(adapted from 24 Hour)21 My Tam(adapted from Thanh Nien Newspaper)22 Ha Anh Tuan(adapted from The thao-Van ha)MID-TIER ARTISTS:SPOTLIGHTINSERT HEREINSERT HEREH

77、IEUTHUHAI had a breakthrough year in 2024 with significant success from the reality show Anh Trai Say Hi,where he won the championship thanks to his exceptional songwriting,performances,charisma,and hitcollaborations in the show such as Ngao Ngo and Kim Phut Kim Gio which topped the trending chart o

78、nYouTube Vietnam.He further solidified his status through Season 3 of 2 Ngay 1 Dem reality show and majorevents such as Hypalooza Summer Festival 2024 and Viettel YFest 2024.With collaborations withprominent brands like Grab,Sting,Blanc 1664,and Closeup,HIEUTHUHAI boasts over 4 million followers onF

79、acebook and Instagram,consistently ranking among the top 10 most influential figures on social media.HIEUTHUHAI,DUC PHUC&AMEEDuc Phuc made a remarkable impact with the songs Di Chua Cau Duyen andNgay Dau Sau Chia Tay(4.7 and 13 million YouTube views).Additionally,his TetCuoi Vui Lay Via MV in collab

80、oration with Lays reached 19 million views.DucPhuc also showcased his musical talent,securing 5th place in the Anh Trai Say Hishow.Meanwhile,AMEE ended her four-year hiatus with EP MONGMEE and itssingle Mong Yu(9.2 million YouTube views),ranking 1st and 3rd on Apple Musicand YouTube Vietnam charts,r

81、espectively.Keywords related to this MVconsistently topped trending searches on social media.Rapper HIEUTHUHAI:From ordinary person”to Anh Trai Say Hi”champion by Nguoi Dua TinDuc Phucs 9-Year Journey:Highlighting Musical Talent in Anh Trai Say Hi”by Tuoi Tre NewspaperMong Yu”by AMEE Conquers Vietna

82、mese Charts by Dien Anh Magazine232425232524241726 HIEUTHUHAI(adapted from 24Gio)27 Duc Phuc(adapted from HTV)28 AMEE (adapted from Facebook)RHYDER,winner of Giong Hat Viet Nhi 2013,experienced a resurgence in popularity in 2024 through hisappearance in Anh Trai Say Hi,securing the runner-up positio

83、n.Known for songwriting and performances ofhits like Hao Quang(20 million views)and Anh Biet Roi(9 million views),RHYDER quickly entered the toptrending charts on YouTube and became one of the top 10 most influential social media figures in the past 3months.Additionally,he boasts 1.6 million monthly

84、 listeners on Spotify,with tracks featuring rapper AndreeRight Hand and WOKEUP Dan Choi Sao Phai Khoc and Sieu Nhan Khong Biet Bay collaborating with P/S,aswell as performances at major events like Primes Night Concert by VPBank,attracting thousands of fans.RHYDER,QUANG HUNG MASTERD&DUONG DOMICAnh T

85、rai Say Hi show remains a strong platform to promote emerging artists.Quang Hung MasterD,previously favored in Thailand even more than in hishome country,returned to Vietnam with impactful performances,achieving4th place in the finale.His two fan meetings were sold out,dominating musicdiscussions in

86、 October 2024.Meanwhile,Duong Domic showcased hisversatility through singing,rapping,dancing,and playing instruments,steadily building a larger fan base and making his recent track Mat Ket Noi topthe YouTube Vietnam chart.With such successes,both artists are in the top10 most influential social medi

87、a figures over the past 2 months.EMERGING ARTISTS:SPOTLIGHTQuang Anh Rhyder:From a Village Boy to Anh Trai Say Hi”Star by Dan Tri NewspaperRHYDER,Anh Tu shine in Primes Night Concert by Tien Phong NewspaperFrom Thailands National Crush to Vietnams Star Performer by Kenh14Anh Trai”Duong Domic Breaks

88、into 2024s Top Music Trends by Vietnamnet29303132173129312533 RHYDER(adapted from VieOn)34 Quang Hung MasterD (adapted from VieOn)35 Duong Domic(adapted from VieOn)3032Non-fanNo particular interest in artists;may know them via social media but do notactively listen or seek further.Music FanEnjoy mus

89、ic in general but are not attached to any specific artist,followingdiverse genres with minimal interaction.Casual FanInterested in specific artists,following them on social media and listeningregularly but with limited time or financial investment.SuperfanThe most loyal,actively supporting artists b

90、y buying albums,attendingshows,and spending time and money on following them.26Fans are among the most significant factors in an artists success.Therelationship between artists and fans often forms naturally as fans are attracted tothe artists music and image.Especially,loyal fans(superfans)voluntar

91、ily supportartists by engaging in various activities,from online interactions to attending liveevents.There are four types of fans:17%17%of expatriates living in Vietnam listen toVietnamese music or artistsOpportunities for Collaboration and Development Between the UK and Vietnam in the Music Busine

92、ss,2024-2027 by music.ally3737FANS36 Vu Cat Tuongs fans with lightsticks(adapted from Kenh 14)27RecipientExplorerFollowerBuyerSupporterDiscoverExploreRetainPurchaseAdvocateNon-fanMusic FanCasualFanSuperfanSocial mediaMusic eventsActive interactionMedia channelsArtists activities(film,realityshow,etc

93、.)FanclubsPhysical music productsPassive interactionWord-of-mouthMusicsubscriptionsFanengagement socialgroups/channelsInternetArtists tours/concertsPlaylistsV-pop:Hits Quoc DanThien Ha Nghe GiNhac tre Viet NamLogos reproduced from VnExpress,Tuoi Tre,Kenh 14,HTV,VTV,Threads,YouTube,Instagram,Facebook

94、,TikTok,Google,Bing,Coc Coc,ZingMP3,Spotify,Nhaccuatui,Apple Music,Anh Trai Say Hi,ChiDep Dap Gio,Anh Trai Vuot Ngan Chong Gai,2 Ngay 1 Dem,HOZO,Monsoon,GENfest,Nhung Thanh Pho Mo Mang,HayFest,Hoi Thuan Hoi,Dopamine,Sundays,Sunny,Su,TicketBox,TicketGo,SkyTour.*MUSIC JOURNEY OF FANSDisclaimer:The cat

95、egorization herein is based on research analysis and is intended for reference only.Average monthlyspendingCharacteristicsBehaviors0 VNDPassive music consumptionMusic is consumed through social media platformrecommendations.Users are not active listeners andare unlikely to spend on music.500,000 VND

96、Subscribe to digital music platformsSubscribe to artists broadcast channels and fanclubssocial media groupsBuy Albums/Singles/Physical discsBuy Merchandise(Lightsticks,Apparel,Photobooks,etc.)Buy Co-branded artist productsFans become highly loyal to artists and support themby purchasing co-branded p

97、roducts and music-relateditems such as albums/singles.Monthly spendingexceeds VND 500,000.SuperfanNon-fanMusic FanCasual Fan28Disclaimer:The categorization herein is based on our research analysis and is intended for reference only.SUPPORT LEVELS OF FANSWith over 10 years in the music industry,Trang

98、 Phap has not only left her mark on music but has also cultivated a strong andinfluential fan community(fandom)named FC Kandee.According to Buzzmetrics,Trang Phap consistently ranked among the top3 most influential female artists on social media during the first 4 months of the year following her pe

99、rformance at Chi Dep Dap GioRe Song.During her fan meeting on April 29,2024 the largest event of her career the fandom demonstrated their passionatesupport through unique activities such as gifting food trucks to her staff and renting LED screens for promotion.Remarkably,tickets for the event sold o

100、ut within minutes,with 150,000 website visits recorded.Beyond music,FC Kandee actively participatesin social initiatives,raising over VND 50 million to support communities affected by the Yagi typhoon.Additionally,they engage incharity projects inspired by Trang Phaps humanitarian spirit,such as Nuo

101、i Em,One Body Village,and Bung No 0 Dong.Thisunwavering support from a well-mannered and socially responsible fandom has not only solidified Trang Phaps position as aleading artist but also created significant social value,underscoring the power of fan communities in driving an artists success.CASE

102、STUDY:TRANG PHAP AND FANDOM-BUILDING JOURNEY38Trang Phap ranks top 3 most influential female artists on social media early 2024 by Sai Gon Giai Phong NewspaperTrang Phap organizes fan meeting after 10 years in music industry by Ngoi Sao Newspaper3839392941 Trang Phap at her fan meeting(adapted from

103、Ngoi Sao)42 Trang Phap signing for her fan at an event(adapted from Sai Gon Giai Phong Newspaper)40 Trang Phap taking photos with fans at an event(adapted from Kenh14)Given the vital role of fans in the development and promotion of music,artists should prioritize the establishment andcultivation of

104、official fan clubs with engaging activities,rather than allowing fan groups to operate autonomously.Buildingofficial fan clubs fosters loyalty,expands the artists reach,and guides the fan community toward healthy and positiveinteractions.This proactive approach helps minimize unsanctioned fan activi

105、ties,reduces the likelihood of negativearguments and extreme views between fan clubs,and protects the artists image,which indirectly benefits the music marketas a whole.The robust development of organized fan clubs also enables brands to develop effective cooperation strategieswith artists and their

106、 fans,recognizing the diverse purchasing power and product preferences within these communities.Forexample,brands can target superfans with exclusive events and artist-related merchandise to strengthen their connectionwith the brand.Furthermore,the government plays a crucial role in fostering a well

107、-mannered fan community.This can beachieved by supporting safe music events,establishing codes of conduct for fans,and cultivating a healthy environment thatencourages music lovers to become dedicated fans,thereby contributing to the expansion of the Vietnamese music market.“Fans in Vietnam are now

108、largely influenced by digital platforms.Theycan listen to a sound clip on TikTok without knowing the singer but stillremember the song by heart.Recommendations from friends andsuggestions from the platform create a strong word-of-mouth effect,helping the song become known to many people.This require

109、s artists tobe more proactive in interacting with fans,from small things likeupdating their profiles on platforms to reach new listeners,or organizingactivities that are more engaging and spread more strongly.”Mr.Nguyen Huu Anh Founder&CEOat The First Management30FANS-RECOMMENDATIONSRevenue of Vietn

110、ams digital music streaming market from 20172027 by Statista434331Digital Streaming Platforms(DSPs)play an intermediary role,helping artists and record companies release music,organize musicevents,distribute music products,and reach target audiences bothdomestically and internationally.Vietnams digi

111、tal music streamingmarket is projected to reach USD 45.97 million by 2027.Thestreaming activity in Vietnam is highly dynamic,with prominent localplatforms(Zing MP3,NhacCuaTui)and global platforms(Spotify,Apple Music,YouTube).revenue from digital music streaming in Vietnam in 202425.92 million USD25.

112、92 million USDDIGITAL STREAMING PLATFORMSSpotify Premiums playlistsharing feature withfriends:listeners canshare a single playlist,adding new songs forboth to enjoy together.246 million premiumusers worldwide as of Q2-2024.Platform with the mostVietnamese music.Copyright forVietnamese musicincreased

113、 to 98%.50%increase inlistening time persession using the MusicSuggestions feature.#V-PopUniverse#ListenToShare AUDIO-BASEDAUDIO-&VIDEO-BASED Q2 Revenue Report 2024 by SpotifyVietnam Music Report 2023 by Zing MP3Apple Music Usage and Revenue Trends 2024 by Business of AppsYouTube Usage and Revenue T

114、rends 2024 by Business of AppsTop 5 Countries with Most TikTok Users,April 2024 by VnEconomy444546474844454532Lossless and Hi-res Losslessaudio,with support for SpatialAudio and Dolby Atmos,bringing a true audio-hearingexperience.Apple Music Sing feature:userscan sing karaoke with lyricsdisplayed on

115、 the screen andadjust the original vocals tomatch their own singing style.Added 4 million premiumsubscribers in 2023.YouTube Musiccombines high-qualitysound and visuals for acomplete experience.Hum to Search featureenables users to hum atune to identify songson YouTube.YouTube Premiumreached 100 mil

116、lionsubscribers by 2024.#SpatialAudio#ComprehensiveExperience(both audio&visual)The platform createsthe most challengesand trends,helpingsongs gain morerecognition.Vietnam has 69.67million users,ranking5th globally inCountries with themost TikTok users asof April 2024.#AudioTrend464748Disclaimer:All

117、 information is current as of December 2024.DIGITAL STREAMING PLATFORMSMusic distributionArtists&music product promotionOnline fan communitiesRevenue sharingMusic platforms help distribute music and connect artists to their target audience through playlists,ensuring music is delivered effectively.Fo

118、r example,with Spotify,artists can feature in playlists likeHot Hits Vietnam or Thien Ha Nghe Gi,helping them increase their visibility through high-qualitycurated playlists.However,this position is highly competitive and usually settled for popular artists.Platforms support artists by showcasing th

119、eir works on playlist covers,organizing promotionalcampaigns across digital channels(advertisements,social media posts,etc.),and hostingexclusive events like livestreams or premieres.This helps artists maximize the reach of their releasesand create connections with their fans.Domestic platforms like

120、 Zing MP3 prioritize Vietnameseartists,creating a step forward by supporting rankings through Zing Chart.Platforms assist artists in connecting with their fans through interactive features such as follows,comments,and shares,creating a lively ecosystem that connects artists and fans directly.Platfor

121、ms share revenue generated from streams and artist music productions,helping themsecure a stable income from digital music.3349 Spotify Vietnams billboard to promote for My Linh(adapted from Facebook)DIGITAL STREAMING PLATFORMS-HIGHLIGHTSTo better understand audience preferences on todays rapidly ev

122、olving digital platforms,management companiesand artists should proactively analyze user data.This analysis can help optimize release strategies and cultivatedeeper connections with diverse fan groups.Brands can leverage this data to sponsor playlists or music campaigns ondigital music platforms tha

123、t align with their target audience,creating opportunities to expand their reach and build astrong brand image.Furthermore,the government should implement policies that encourage and support thedevelopment of digital music platforms.These policies should focus on promoting and increasing the visibili

124、ty ofVietnamese music playlists and artists to protect and celebrate cultural identity.Simultaneously,they shouldadvocate for the rights of Vietnamese artists within an increasingly competitive global music landscape.Artists and management companies need to collaborate closely withdigital music plat

125、forms to build detailed promotional plans and reachusers more effectively.Playlists like Zing MP3s Artists Story exemplifyplatforms that not only serve as distribution channels but also help artistsnarrate their stories through music.This partnership enhances artistsvisibility to the public,boosting

126、 their success in release campaigns.”Ms.Ton Nu Nhu NgocHead of Labels&Artist Solutionsat Believe Vietnam3450 Zing MP3s interface(adapted from E-Magazine Nguoi do thi)DIGITAL STREAMING PLATFORMS-RECOMMENDATIONS35The government and specialized organizations play a crucial role in shaping legal framewo

127、rks and supporting themusic industrys development,from intellectual property laws to managing live performances.Artists,servicecompanies,and the music sector need the support of these organizations to address copyright issues,performanceregulations,and cultural development policies.Additionally,musi

128、c-related activities and events need closecollaboration between agencies for licensing,enforcement of supportive policies,and public-private partnerships.Manages culturalpolicies and issuespermits for musiceventsMinistry of Culture,Sportsand Tourism(MOCST)GOVERNMENTAGENCIESNON-GOVERNMENTALORGANIZATI

129、ONSIssues performancelicenses andoversees artisticactivitiesDepartment of PerformingArtsProtects copyrightsand resolves disputesrelated to musiccopyrightsCopyright Office of Vietnam(COV)Licenses andmonitors localmusic eventsDepartment of Culture andSports(provincial)Represents global interests in th

130、e recordingindustry,promotes the value of records,protects producer copyrights,and expandsthe use of commercial music distributionProtects the rights andinterests of domesticrecording labels andhandles copyright issuesRecording IndustryAssociation of Vietnam(RIAV)Provides education,networking,and pa

131、rtnershipsupport for developingVietnams music industryVietnam Music IndustryNetwork(VMIN)International Federation of thePhonographic Industry(IFPI)Disclaimer:All information is current as of December 2024.Logos reproduced from t Ministry of Culture,Sports and Tourism,Department of Performing Arts,Co

132、pyright Office of Vietnam,Department of Culture and Sports(province),International Federation of the Phonographic Industry(IFPI),Recording Industry Association of Vietnam,Vietnam Music Industry Network(VMIN).*ORGANIZATIONS FOR MUSIC OPERATION 36Organizations such as the Copyright Office of Vietnam c

133、arry out the licensing and protection of intellectualproperty rights,ensuring the copyright of artists and related parties in the music industry.Meanwhile,IFPIimplements strategies to develop and uphold copyright regulations,resolve copyright disputes,and ensure themusic industry operates transparen

134、tly and legally.The government and VMIN activities provide support programs for artists through cultural and artistic events,meetings and exchanges between parties in the industry,as well as with international market,thereby promotingthe development of artists and the domestic music industry.IFPI co

135、llects and publishes data on music sales andlistening habits,supporting music companies to understand the needs and trends of Vietnamese listeners.Agencies such as the Ministry of Culture,Sports,and Tourism regulate performance licensing and musicactivities to ensure compliance with legal regulation

136、s and cultural values.IFPI promotes awareness about legalmusic usage in business,helping the public better understand the economic value of music.Copyright management and protection of recording valueSupport for music industry developmentPerformance licensing and content oversightThe government fost

137、ers favorable conditions for artists to participate in cultural exchange events and festivalswith other countries,such as The Japan Vietnam Festival,enhancing Vietnams global music presence.Promote international cooperationIFPI advocates for policies and regulations regarding the development and app

138、lication of AI in music,ensuringboth the dissemination and advancement of the technology,while safeguarding the labor and creative effortsof artists and music producers in a fair and appropriate manner.Manage the impact of AI in music51 Experts Discussion of Department of Culture and Sports(adapted

139、from LinkedIn)53 Vietnam Music Week(adapted from VMIN)52 National Music Festival 2024(adapted from Ninh Binh Newspaper)ORGANIZATIONS FOR MUSIC OPERATION-HIGHLIGHTSMs.Nghiem Phuong ThaoFounder&CEOat Vietnam Music Industry Network(VMIN)37Management authorities need to enhance the legal framework conce

140、rning copyright,intellectual property,andpublic-private partnerships to foster investment in the cultural,musical,and entertainment industries.Policies mustsafeguard the rights of all parties,resolve policy conflicts,and ensure the music market operates harmoniously,contributing to Vietnams cultural

141、 and creative industries.Establishing a network that connects companies,artists,and organizations will facilitate the implementation of cultural development programs and encourage public-privatepartnership.Furthermore,gathering feedback from stakeholders will help improve regulations,creating a sust

142、ainablefoundation for the industry.In addition,training programs on financial,legal,and ethical standards should beorganized to support artists and management companies in building long-term careers and positively contributing tothe community.“The Department and the Ministry are always looking for a

143、 common voicebetween the state and the private sector to develop Vietnamese music.The Ministry and UNESCOs report on culture mention the contributions tomusic of the Vietnam Music Industry Network(VMIN).VMIN also has a newdepartment-Industry Relations,to contact and exchange withdepartments,sectors,

144、and embassies of other countries on culture.Thisshows that both the state and the private sector are always trying tocontribute to the development of the current cultural industry.”ORGANIZATIONS FOR MUSIC OPERATION-RECOMMENDATIONS38A branch of Warner MusicGroup,supportingproduction,managementand pro

145、motion of artistslike Vu.,Madihu,ChilliesWarner Music VietnamBelong to Universal Music Group,worlds leading music corporation,with global artists(Taylor Swift,Billie Eilish,.)and Vietnameseartists(Wren Evans,tlinh,.)Universal Music VietnamManage the careers ofVietnamese artists such asHa Le,Hooligan

146、,Kim Kunny,supporting copyrights andglobal promotionsSony Music Entertainment(SME)Music service companies and music distributors play an important role in the development and distribution ofartists music.Artists approach these organizations to collaborate on music releases and build promotionalstrat

147、egies.International distributors operate from the upstream stages of production,such as copyright managementand publishing,while local distributors act as a bridge between artists and digital music platforms.GLOBALLOCALFor Gen Z artists,specializing inproducing andpromoting musicon digitalplatformsM

148、MusicFocus on productionand distributionpartnerships,collaborating withlocal mediachannelsVIVI Music VNOffer musicpublishingsolutions forartists such asMiu Le andGERDNANGMixUsA music distributionnetwork,supportingartists in increasingpresence on localplatforms like ZingMP3POPSDisclaimer:All informat

149、ion is current as of December 2024.Logo reproduced from Warner Music Vietnam,Universal Music Vietnam,Sony Music Entertainment,MMusic,VIVI Music VN,MixUs,POPS.*MUSIC LABELS&DISTRIBUTORS Local distributors help artists bring their music to platforms like ZingMP3 and Nhaccuatui,enablingdirect access to

150、 audiences within Vietnam and the Southeast Asian region.Global distributors provide consulting services and strategic planning to help artists optimize theirprofiles on music platforms,aiming to increase views and interactions.Meanwhile,local distributorsfocus on developing strategic plans tailored

151、 to the tastes of Vietnamese audiences.Global distribution and releaseLocal and regional distributionStrategic planning and development consultingMajor global record labels invest financially in artists,supporting them in building images andmarketing strategies both locally and globally.Local distri

152、butors prioritize developing advertisingstrategies that align with the domestic market without over-relying on investments from large firms.Investment and advertisingMajor record labels ensure the protection of artists copyrights and access to legitimate revenuesources.For local distributors,collabo

153、rations with companies and legal partnerships at the locallevel ensure that copyright is protected within the domestic market.Copyright and benefit management3954 OOH of Universal Music Vietnam(adapted fromFacebook)Major global recording labels support artists in releasing music on international pla

154、tforms such asSpotify and Apple Music,helping them expand their reach outside the Vietnamese market.MUSIC LABELS&DISTRIBUTORS-HIGHLIGHTSDCH V VN HNH M NHC:CC HNG THU M&PHN PHI For artists,working closely with record labels,both domestic and international,to develop effective release plans willhelp m

155、aximize reach and revenue.In addition,when working with professional distributors,artists can build profilesand protect their copyrights more effectively,thereby attracting more fans and partners.Meanwhile,brands cancooperate in promotional projects through artists and the music distribution network

156、s of major record labels,therebystrengthening marketing campaigns.However,to create opportunities for Vietnamese artists to access a largermarket without having to depend on foreign companies,the government needs to actively support domesticdistribution companies.At the same time,regulations protect

157、ing the cooperative rights between artists anddistributors need to be established and monitored closely,ensuring transparency in contracts and revenue sharing.“International record labels play a bridging role not only in bringing Vietnameseartists music to international platforms,but also in support

158、ing artists inpromotional campaigns,building their image,and shaping their musical style tosuit the international market.The participation of major labels is not simply aboutdistributing music,but also contributing to raising the position of Vietnameseartists on the world music map.This investment f

159、rom international record labelsallows Vietnamese artists to reach millions of listeners,increasing their ability todevelop both in terms of revenue and branding.”Mr.Tran Thang LongHead of Domestic Artists&Repertoire and Marketingat Universal Music Vietnam 40MUSIC LABELS&DISTRIBUTORS-RECOMMENDATIONSB

160、elieve VietnamPRODUCTION HOUSEDIGITAL MUSIC DISTRIBUTORARTIST AGENCYTALENT MANAGEMENTThe OrchadsMerlinVIEENTS-HubeOnlyC Production1989sBPRO41Marketing agencies and service platforms play a crucial role as intermediaries connecting artists with audiences,assisting artists in building their image,prom

161、oting music products,and reaching fans.To succeed,artists often needthese agencies to design promotional plans and manage relationships with commercial partners.Meanwhile,these unitsproactively engage with artists to provide specialized solutions or comprehensive services(360-degree service),ranging

162、from development orientation,creative content production,publishing management to public advertising campaigns.C Mazor The First ManagementST.319 EntertainmentMETUBBrandbeatsDouble U6th Sense EntertainmentThe TalentDisclaimer:All information is current as of December 2024.Logo reproduced from ST.319

163、 Entertainment,C Mazor Entertainment,The First Management Entertainment,6th Sense Entertainment,METUB,Double U,Brandbeats,The Talent,S-Hube,OnlyC Production,1989s,BPRO,Believe Vietnam,The Orchads,Merlin,VIEENT.*MUSIC MANAGEMENT,MARKETING,&PRODUCTION SERVICESManagement companies support artists in bu

164、ilding their personal brands anddeveloping comprehensive communication strategies,ensuring the artists visibility onboth domestic and international media platforms.Producers offer services in music production,directing artists toward creating musicproducts that align with market trends and cater to

165、listeners preferences.Distributors like Believe Vietnam assist independent artists and domestic labels inreleasing music on global platforms such as Spotify and Apple Music.Development of branding strategies and marketingMusic productionDigital music distribution42Management companies and agencies p

166、rovide network services and music marketingby promoting artists products on platforms such as YouTube and TikTok.They alsooffer consulting on content and advertising strategies that align with target audiencesegments,maximizing engagement through direct interactions.Content management and multi-medi

167、a promotion55 C Mazor Entertainment(adapted from C Mazor)56 S-HUBE Production(adapted from Sai Gon Giai Phong Newspaper)MUSIC MANAGEMENT,MARKETING,&PRODUCTION SERVICES-HIGHLIGHTSArtists and management companies need to identify the services that need support,from full contracts to managingspecific a

168、reas such as media or sponsorship to suit their development needs.In addition,artists also need toprofessionalize in closely coordinating with production,distribution,and B2B marketing units to make the process ofcreating music,releasing,and shaping sponsorship and advertising strategies more effect

169、ive.This is also anopportunity for brands to contact producers to seek sponsorship opportunities for exclusive music production projects,thereby effectively promoting products/services,and better connecting with current/potential customers.Management agencies play an important role in encouraging an

170、d organizing industry exchange events such as VMIN(Vietnam Music Industry Network),creating opportunities for music operations,management,and services to meet,learn,and support the development of artists and the operation of the Vietnamese music industry.“The current young generation has the seeds o

171、f their own musical personalities,but still needs support from management units to develop further.Professionalmanagement companies will work and promote on behalf of artists with clients,publishers,copyright protection centers,marketing,press,etc.while artists willfocus on honing their professional

172、 skills and creativity.Depending on eachindividuals goals,the path of musical development can have more or lessinfluence from the management company.”43Mr.Hien BuiFounder&CEOat C Mazor EntertainmentMUSIC MANAGEMENT,MARKETING,&PRODUCTION SERVICES-RECOMMENDATIONSDCH V VN HNH M NHC:CC HNG THU M&PHN PHI

173、 51 Key UGC Metrics for 2024 by FlockerWhats Next:Gen Z Trends by SpotifyTop Countries by YouTube Audience Size as of July 2024 by StatistaUsers feel that TikTok allows themto co-create content and supporteach other(compared totraditional media)#9#9Vietnams ranking in the list ofcountries with the m

174、ost YouTubeusers as of 7/2024Vietnams ranking in the list ofcountries with the most Facebookusers as of 4/2024#7#7Instagram user growth in Vietnam2024550,000550,0001.3x1.3xsocial mediacampaignsfeaturing UGChelp increaseengagementlevels50%50%445758596059615857Top countries based on Facebook audience

175、size as of April 2024 by StatistaDigital 2024:Vietnam(Instagram users in Vietnam in 2024)by We Are Social6061Social media has become a crucial channel for spreading and promotingmusic products.Artists and their management teams actively engage withmajor social media platforms to interact with listen

176、ers,leveraging the powerof user-generated content(UGC).These platforms play a significant role inshaping how listeners access and interact with music.Disclaimer:All information is current as of December 2024.DIGITAL MUSIC AMPLIFIERS:SOCIAL MEDIAProvide music clips and video templates of artists on s

177、ocial media platforms for users toeasily create UGC such as dance challenges,trending videos,etc.,thereby spreadingmusic products.Support livestream and communication through broadcast channels and chat groups,helping artists interact directly with fans when releasing music products,and creatingstro

178、ng call-to-action messages to fans.Provide tools such as blue checkmarks to verify accounts or statements,and officialmusic content to help artists increase credibility and reach users better.Encourage users to create UGC with soundEncourage interaction through live contentSupport enhanced recogniti

179、onManage artists official sounds to prevent muting or copyright infringement,and onlyallow users to use them within the permitted scope.Manage and optimize official sound4562 Trend Dung Lam Trai Tim Anh Dau(adapted from Muc Tim Newspaper)DIGITAL MUSIC AMPLIFIERS:SOCIAL MEDIA-HIGHLIGHTSFor artists an

180、d management companies,constantly building a strong social media campaign suitable for each platform is aleading strategy that determines success,such as building a separate channel to interact with fans(broadcast channel),having representatives in music groups,creating 360-degree content about new

181、music products,behind the scenes,andsuitable content types.In addition,organizing regular activities,livestreams,or fun competitions in groups for fans helpsincrease interaction and expand coverage for artists.Music activities created by artists and fans on social networks are alsoopportunities for

182、brands to utilize sponsorship campaigns and cooperate in developing content with artists,thereby increasingbrand presence,such as challenge videos or livestreaming product launch events.In order to promote the sustainable andtransparent development of music on social networks,in addition to creating

183、 favorable development policies,managementagencies need to pay attention to monitoring the activities of fans-anti-fans who attack individuals,pry into private lives,share unverified personal information,distort,and seriously violate the personal image of artists.This subsequently creates afair,civi

184、lized music environment,developing in harmony with the Vietnamese economy and culture.DCH V VN HNH M NHC:CC HNG THU M&PHN PHI“Social media like TikTok has become a powerful tool for artists topromote their music.Going viral through dance challenges orcreative videos from users not only helps increas

185、e recognition butalso increases the number of searches for the song on otherplatforms.Artists not only need to release songs but also need tocontinue to invest in creating creative content,interacting with thecommunity through challenges and activities such as livestreams orfan meetings to retain fa

186、ns and develop their name.”Mr.Nguyen Huu AnhFounder&CEOat The First Management46DIGITAL MUSIC AMPLIFIERS:SOCIAL MEDIA-RECOMMENDATIONS47Music entertainment andreality TV shows areimportant tactics for artiststo reach and conquer massaudiences.Artists,especiallyyoung ones,often participatein these sho

187、ws to increaserecognition and build a loyalfan base.Productioncompanies collaborate withartists and brands to createengaging entertainmentcontent,through which artistshave the opportunity toshowcase their talents andpersonalities.Disclaimer:All information is current as of December 2024.DIGITAL MUSI

188、C AMPLIFIERS:ENTERTAINMENT&TV SHOWSafter the first episode of Rap Viet aired,ranked#2 on the SocialTrendRanking Music Chart6.87 million6.87 million engagementsengagements42,14042,140 discussionsdiscussions178,770178,770 discussionsdiscussions502,600502,600 engagementsengagements63after announcing th

189、e artist line-up of Chi Dep Dap Gio Re Song 2024Season 2,ranked#4 on the SocialTrend Ranking Music Chart636348Entertainment shows like Rap Viet invite artists to perform orbecome judges,helping them reach a wide range of audiences andbuild their personal image.Programs that help artists connect with

190、 fans through directinteractive activities,such as voting or organizing fan meetings.Entertainment shows are not only an artistic playground,but alsocreate side content such as interviews,behind-the-scenes,andchallenges,helping artists reach more audiences on otherplatforms like TikTok and YouTube.C

191、reate chances to promoteEngage with fansCreate entertaining contentInfluential entertainment shows help emerging artists quickly gainattention and make a name for themselves.Promote popularity rapidlySocialTrend Ranking Ranking of HOT topics on Social Networks week 17/09 23/09/2024 by YouNet MediaEN

192、TERTAINMENT&TV SHOWS-HIGHLIGHTSDCH V VN HNH M NHC:CC HNG THU M&PHN PHI The influence of entertainment programs creates opportunities for artists,especially new artists,to express theirpersonal style and talent through many angles,from television to social networks,helping them reach a wide audiencea

193、nd increase recognition,thereby diversifying their activities and different musical tastes.This is also an effective touchpoint for brands to reach suitable target customer files through sponsoring these programs.Not only appearing with theprogram,but brands can also take advantage of the appeal of

194、famous artists in the program and open up newpartnership opportunities to promote brand image and attract attention from the fan community.For the entertainmentand music market to develop further,the government should support the management,licensing,and sponsorship ofmusic entertainment programs to

195、 encourage artists to participate and develop their careers.This not only leverages themusic industry but also creates opportunities for audiences to experience quality content.However,it is also necessaryto pay attention to the code of conduct,content,and form of expression that must be appropriate

196、 for mass media.“Participating in entertainment shows helps artists affirm their talents,expand their audience and attract loyal fans.These programs easily createviral moments for artists on social networks,helping them maintain theirpopularity and possibly become stars in the entertainment industry

197、.”4964 Chi Dep Dap Gio Re Song TV show 2023(adapted from Giao Thong Newspaper)Ms.Pham Hong Thuy VanArtist-Founder&CEOat SHeGANENTERTAINMENT&TV SHOWS-RECOMMENDATIONSGenerated from Vietnams e-newspapers 20244250Music events in Vietnam are an important channel for artists to approach more audiences.Art

198、ists participate in theseevents not only to perform but also to expand their influence,increase their followers,and connect deeply with fans.The programs are usually categorized into 4 groups:music festivals/concerts in Vietnam 202450+50+Artists personalliveshowsFestivals withmultiple artistsState-s

199、ponsoredcultural exchangeeventsEvents withinternational artistsIndividual events of each artist(My Tam-Tri Am,Ha AnhTuan-Sketch A Rose,etc.)Large music events with many artists,targeting youngaudiences(Nhung Thanh Pho Mo Mang,GENfest,etc.)The event aims to promote cultural exchange,andperformances w

200、ithin the framework of national culturalholidays(HoZo International Music Festival,Ho Chi Minh CityRiver Festival,etc.)Festivals or liveshows featuring international artists(8Wonder Winter Festival with the participation of ImagineDragons)666665 Nhung Thanh Pho Mo Mang music festival(adapted from Ng

201、oi Sao)Disclaimer:All information is current as ofDecember 2024.DIGITAL MUSIC AMPLIFIERS:MUSIC EVENTS Organizers contact artist managers or agencies to invite them to perform at festivals orconcerts,ensuring the participation of famous artists and creating great attraction forthe event.For indie or

202、emerging artists,promoters can negotiate a revenue split from ticketsinstead of a fixed fee,reducing financial risk for both parties.Organizers use social media and digital channels to promote the event with artists,fromlivestreams to teaser videos on YouTube or Facebook,to attract audiences.Book di

203、rectly through agenciesShare ticket revenuePromotion and media coordinationFor major artists or self-organized shows,the organizer flexibly meets specificrequirements for space,stage,and experience to ensure performance quality.Create special events for artists5167 GENfest 2024s music festival(adapt

204、ed from Backstage News)DIGITAL MUSIC AMPLIFIERS:MUSIC EVENTS-HIGHLIGHTSDCH V VN HNH M NHC:CC HNG THU M&PHN PHI To maximize the value of image and style,both artists and management companies must evaluate the suitability of each eventbefore participating.In addition,participating in major festivals o

205、r cultural exchange events not only helps increase coverage butalso demonstrates social and community responsibility in promoting Vietnamese music and culture.For brands,sponsoring orco-organizing music events of different scales helps reach target customers more effectively.In addition to media app

206、earances,brands can organize direct activities at events such as giving out samples,playing games,and creating a connection betweenthe brand and the music experience,thereby increasing the number of customers.The role of the state remains highly importantin developing public-private partnerships in

207、culture,acting as a bridge between stakeholders to organize and promote musicfestivals and cultural exchanges domestically and internationally,helping artists develop their reputation and elevateVietnamese music in the international scape.In addition,the state needs to pay attention to improving eve

208、nt infrastructure andplanning to build and restructure stadiums,theaters,and increasingly modern public facilities and services,which are essentialmacro strategies to serve the experience of organizing music events for artists and the experience of going to concerts foraudiences,contributing to the

209、enrichment of Vietnamese music.“International festivals help indie artists reach out to a globalaudience.While language barriers can be a challenge,overseasevents have helped them attract new listeners and followers everymonth.This proves that indie artists can thrive through internationalmusic even

210、ts,build a global fan base and establish a foothold in themusic scene.”5268 Ho Chi Minh City River Festival(adapted from Tuoi Tre Newspaper)Mr.Nguyen Thanh Nhat MinhGuitarist at FBand&Studio Ownerat MAcoustic StudioDIGITAL MUSIC AMPLIFIERS:MUSIC EVENTS-RECOMMENDATIONSWhen music becomes a weapon”in a

211、 brands marketing strategy by VTV OnlineCulture Next 2024:Gen Z Trends by Spotify697053audiences remember brands whenthere is both images and soundgen Z says brands that sponsor live events andconcerts make them more likely to use thatbrand in the futureArtists and brands proactively approach each o

212、ther to utilize commonvalues.Brands often seek out artists to leverage their image,music,and influence to promote communication campaigns or products.Conversely,artists also proactively approach brands to seekopportunities for collaboration and sponsorship of music projects,music videos,or concerts,

213、helping them have more funding for musicproduction and increase their reach.49%49%60%60%71 Tea+collaborated with Wren Evans(adapted from Advertising Vietnam)72 HIEUTHUHAI&Phuonng Ly collaborated with CloseUp(adapted from Advertising Vietnam)6970Disclaimer:All information is current as of December 20

214、24.ACCOMPANYING MUSIC:BRANDSFull or partial sponsorship of music projects with brand display in artists music products,orin music events and programs,helps increase recognition and connection with thecommunity.Allow artists to become the face of the brand,playing a role in promoting product imagesin

215、 long-term campaigns,through posts,livestreams on social networks,and participatingin live brand events(customer appreciation concerts,new product launches,etc.).Brands collaborate with artists to launch special co-branded products,which help engagefans and increase artist recognition and exposure,w

216、hile boosting brand sales.Sponsor/organize music projects(MVs,albums,artist tours,music events-festivals,&music entertainment programs)Brand ambassador and communication cooperationBranded products(Merchandise)5473 Chi Pu collaborated with Magnum(adapted from Magnum)74 ZaloPay collaborated with arti

217、sts(adapted from ZaloPay)ACCOMPANYING MUSIC:BRANDS-HIGHLIGHTSOne of the urgent strategies for artists in todays highly commercialized music industry is to build relationships and seekopportunities to collaborate with brands that have promotional strategies that are appropriate for music and artists,

218、such assponsoring MVs,special events,or joint promotional programs.This helps artists increase their recognition,build a strong image,and create a stable source of revenue.On the other hand,brands also need to consider investing in artists and projects withsuitable images and styles,creating natural

219、 interactions and connections with the brand image.For sponsorship and investmentactivities to be effective,brands need to limit their deep intervention in artistic creation and music program operations.Moreover,collaborative activities need to be constantly updated with trends to create diverse pro

220、motional experiences that are easy foraudiences to access.For example,recent effective forms of sponsorship include launching exclusive merchandise with artists,sponsoring artists own fan meetings,etc.This is also an opportunity for the government to continue promoting public-privatepartnerships,cre

221、ating conditions for brands to participate in and sponsor cultural programs and festivals,helping to boost boththe music industry and the Vietnamese economy.DCH V VN HNH M NHC:CC HNG THU M&PHN PHI“Nowadays,brands do not just stop at advertising but also investmore heavily in music programs.These pro

222、grams,despite theirfragmented content,are still the most attractive programs toviewers.With creative formats,carefully invested programs not onlyattract audiences but also help brands make a strong impression.Brands such as VIB and Techcombank have been very successful ininvesting in music programs,

223、creating a big difference in the eyes ofthe audience and enhancing brand recognition.”Mr.Nguyen Tien HuyFounder&CEOat Pencil Group5575 Pepsi-Thirsty for more Music Festival(adapted from The thao 24/7)ACCOMPANYING MUSIC:BRANDS-RECOMMENDATIONS 56ENTERTAINMENTSHOWSDIGITAL MUSIC AMPLIFIERSDIGITAL MUSIC

224、AMPLIFIERSDIGITALSTREAMINGPLATFORMSDIGITALSTREAMINGPLATFORMSDIGITAL MUSIC ENABLERSDIGITAL MUSIC ENABLERSLABELS&DISTRIBUTORSMARKETING&INTERMEDIARIESSOCIAL MEDIABRANDSFANSFANSMUSICEVENTSVIETNAM DIGITAL MUSIC LANDSCAPE 2025MEDIALEGAL&GOVERNANCETALENT MAANGEMENTMUSIC PRODUCTIONDisclaimer:For reference p

225、urposes only,with some entitiesowning overlapped responsibilities.All information is current asof December 2024.10 EMERGING TRENDS IN VIETNAMSDIGITAL MUSIC LANDSCAPE 202557Diversification of Artist Income StreamsFragmentation in Evaluating ArtistAchievementsMix and Match:Artist GroupCollaboration an

226、d Mashup1Increasing Professionalism inMusic ManagementGrowing Attention to Artist EthicalStandardsRole of Music in Cultural Development-Public-Private PartnershipSuperfans Become IncreasinglySignificantImpact of Artificial Intelligence on MusicComposition and ConsumptionRise of Live Music EventsDive

227、rsity of Artist Unique Identities234567891010 EMERGING TRENDS IN VIETNAMS DIGITALMUSIC LANDSCAPE 2025581.MIX AND MATCH:ARTIST GROUPCOLLABORATION AND MASHUPThe surge of reality TV shows featuring music groups has fostered atrend of collaborative performances.Artists from variousgenerations and entert

228、ainment fields are now coming together inhighly creative mashup performances.Mashups blendingcontemporary V-pop songs with traditional Vietnamese music haveresulted in diverse renditions,from modern styles like hip-hop andrap to emotionally rich cultural art performances,revitalizing musicalworks.Th

229、is model not only helps artists trend on platforms likeYouTube and Spotify but also generates significant social mediabuzz,providing opportunities for both emerging and establishedartists to shine together,propelling the music market into a newphase of growth.Despite this,this trend could overshadow

230、 soloartists in a market dominated by events featuring multiple artists,reshaping the Vietnamese music landscape to prioritize collaborationover individual performances.The explosion of the star-studded music group model by Cong an Nhan dan NewspaperVietnamese music group rescued by ZNews76767777597

231、8 Chi Dep Dap Gio 2024(adapted from Yeah1)79 Anh Trai Say Hi(adapted from VieOn)80 Anh Trai Vuot Ngan Chong Gai(adapted fromYeah1)81 Chi Dep Dap Gio Re Song 2023(adapted fromYeah1)MIX AND MATCH:ARTIST GROUP COLLABORATION ANDMASHUP:IMPLICATIONSThe development of music groups brings both opportunities

232、 and challenges for theVietnamese music industry.Programs that feature collaborations among establishedand emerging artists provide platforms for them to interact with their fans,boostingticket sales,streaming figures,and social media engagement,which attract significantattention from the media.Bran

233、ds can leverage the appeal of these programs andparticipating artists to create strong marketing campaigns,thus enhancing brand value.To maintain a healthy and non-monopolistic market,managers should consideradjusting strategies to support independent artists,such as facilitating theirparticipation

234、in various music events,enhancing collaborations with established artistgroups at exclusive events,and ensuring the harmonious development of artist groups,individual artists within those groups,and other solo artists.This approach ensures thesustainable growth of the Vietnamese music industry by fo

235、stering a diverse andbalanced artistic landscape.It supports the development of individual artists,bothwithin groups and as solo performers.The rise of artist groups brings numerousbenefits to the development of theentertainment industry.Each groupperformance garners significant mediaattention due t

236、o the collective power ofmultiple artists participating.This drives thegrowth of individual artists and opens upgreater opportunities for sponsorships andcollaborations.On the other hand,the debutof star groups like LUNAS and MOPIUS posessignificant challenges for managers inensuring artists rights

237、and maintainingsustainable operations.Moreover,independent artists may face difficulties incompeting and standing out if they do notengage with these group trends.”Mr.Nguyen Huu AnhFounder&CEOat The First Management60CASE STUDY:CHI DEP DAP GIO RE SONG,ANHTRAI VUOT NGAN CHONG GAI,ANH TRAI SAY HI Soci

238、alTrend Ranking Ranking of HOT topics on Social Networks week 09/24-09/30/2024 byYouNet Media253,440253,440number of discussions about the show AnhTrai Say Hi,ranked#1 on the Top 10SocialTrend Ranking Music-EntertainmentProgram in 9/20241 million1 millionnumber of discussions about the show AnhTrai

239、Vuot Ngan Chong Gai,ranked#2 on theTop 10 SocialTrend Ranking Music-Entertainment Program in 9/20248282826183 Celebrities from Chi Dep Dap Gio 2024show(adapted from Kenh14)In 2024,Vietnams entertainment scene was electrified by two boy group shows,Anh TraiVuot Ngan Chong Gai and Anh Trai Say Hi,alon

240、gside the lasting buzz from Season 1 andthe return of Season 2 of Chi Dep Dap Gio Re Song,as well as the upcoming debut of EmXinh Say Hi in 2025.These programs consistently rank among the most discussed topicson social media,thanks to the humorous interactions of numerous famous artists and thediver

241、sity of performances they deliver.Season 1 of Chi Dep Dap Gio Re Song successfullyintroduced the group LUNAS,featuring standout members like Ninh Duong Lan Ngoc,TrangPhap,and Huyen Baby.Their debut song Moonlight quickly amassed millions of views onYouTube and garnered a robust fanbase.Similarly,Anh

242、 Trai Say Hi and Anh Trai Vuot NganChong Gai,with over 60 talented artists,impressed audiences by producing hits thatachieved millions of views and dominated trending digital charts.These shows also sawhigh viewership and extensive social media discussions.The trend continues with Em XinhSay Hi,set

243、to premiere in 2025,solidifying the strong appeal of reality TV shows featuringmusic groups,mix-and-match collaborations,and artist mashups in Vietnam.2.INCREASING PROFESSIONALISMIN MUSIC MANAGEMENTThe rapid growth and increasing complexity of the entertainmentmusic industry,combined with the succes

244、s of singers managed andguided systematically,have led to a surging demand amongindependent artists for professional music management.Artists areseeking a more structured approach to their careers,encompassingeverything from artistic direction to business investment contracts.This also includes sche

245、duling,event planning,digital platformpromotion,fandom management,media relations,and more.Withthis growing complexity,artists must balance creativity withoperational responsibilities.As a result,management teams arebecoming essential players,helping artists navigate thecommercial aspects of their c

246、areers while allowing them to focuson their art.Establishing professional systems enables artists toexpand their reach,develop their careers sustainably,andmaintain their artistic vision without missing businessopportunities.Artists need managers by Van Hoa Newspaper84846285 The First Management(ada

247、pted from Dep Magazines)INCREASING PROFESSIONALISM IN MUSIC MANAGEMENT:IMPLICATIONSThe shift toward professionalism in Vietnams music market is changinghow artists operate and achieve success.Professionalism allows artists toexpand their promotional reach,connect with audiences,collaborate withbrand

248、s more effectively,and build a sustainable career.Artists with a clearmanagement system can focus on their creative work.Meanwhile,publicand commercial aspects such as contracts,partnerships,and digitalmanagement are optimized.This ensures the comprehensive growth of anartists career,both artistical

249、ly and commercially.For brands,collaborating with artists using a professional model offersseveral key advantages:smoother cooperation processes,predictabletimelines,and measurable outcomes,thus aligning creative branding withmarketing goals.Many artists have not focused on optimizing theirpersonal

250、profiles on digital music platforms likeSpotify,Apple Music,.Information is notfrequently updated,old images persist,and newsongs are not constantly promoted on theseplatforms,leading to untapped potential and weakconnections with fans.To grow,artists need toembrace professionalism even in the small

251、esttasks,such as updating their images,information,and creative works,which significantly enhancetheir ability to reach and interact with audienceson these platforms.”Ms.Ton Nu Nhu Ngoc Head of Labels&Artist Solutionsat Believe Vietnam63SpaceSpeakers,founded by Touliver,is a prime example of howprof

252、essionalism can transform a group of artists into a commercialpowerhouse.Established in 2011 by independent artists in the fields of hip-hopand electronic music,SpaceSpeakers has developed into a comprehensivestructure,notable for its unique music strategies and brand-building,withprominent artists

253、like Binz,Soobin Hoang Son,and Rhymastic in its lineup.Theirdevelopment has not only enabled SpaceSpeakers to organize major concertscelebrating their musical journey but also opened up opportunities forcollaborations with leading brands.In 2024,SpaceSpeakers actively engagedin key activities such a

254、s Sunrise Music Event 5AM in Ho Chi Minh City,inpartnership with Vietnam Airlines and Vietcetera,as well as the Gieo MamThien Tam concert in Hanoi with VinGroup.They also took a mentoring role inthe music reality show Pepsi x 55 RADAR.Additionally,in May 2024,SpaceSpeakers announced their strategic

255、partnership with Top One Studio,marking an important milestone where artists in the music industry cooperatewith a reputed marketing agency in Vietnam.The balance between creativityand professionalism strengthens the position of SpaceSpeakers,openingopportunities for collaborations,brand development

256、,and global expansion.CASE STUDY:SPACESPEAKERSSPROFESSIONAL DEVELOPMENT JOURNEY SpaceSpeakers launches music making show,shares tips on how to turn songs into hits by VietceteraTop One Studio signs strategic partnership with SpaceSpeakers Label and Suboi by VTV Online868786876488 SpaceSpeakers Label

257、 at 5AM event(adapted from Instagram)89 SpaceSpeakers with Pepsi 55 Radar(adapted from SpaceSpeakers)As the music industry grows and artists fan bases expand,along withincreased commercialization,the public and brands have increasinglyhigh expectations for ethical standards and professional behavior

258、s fromartists as influential figures in society.The trend of responsible musicemphasizes that artists need not only talent but also compliance with thelaw,respect for copyright,and their audiences values.They must avoidcontroversial actions or statements,whether on stage,with colleagues,orin their p

259、ersonal lives.Such behavior not only affects individual artists butalso has implications for the healthy development of the industry as awhole.The Ministry of Culture,Sports,and Tourism introduced the Code ofConduct in 2021.Since then,they have continued to push for stricterlimitations on the appear

260、ances of artists who violate regulations in thepress and on social media.As a result,some artists have faced penaltiesand been shunned by brands and public opinion.This has driven artists toplace greater emphasis on ethical training and situational handling skills,enabling them to better meet public

261、 expectations.Cultural Perspective:Social Responsibility of Celebrities by VTV Online90653.GROWING ATTENTION TO ARTISTETHICAL STANDARDS90GROWING ATTENTION TO ARTIST ETHICAL STANDARDS:IMPLICATIONSThe trend of responsible music brings benefits to multiple stakeholders in the industry.Artists who uphol

262、d ethical standards attract loyal fans and build long-termrelationships with brands that prioritize positive values.Furthermore,collaborating withethical artists helps brands avoid the risks associated with scandals.Brands must alsocarefully select artists whose values align with their own and monit

263、or potential risksrelated to their behaviors to take timely action when necessary.Meanwhile,artists and their management teams need to proactively develop long-termstrategies.These strategies should equip artists with communication skills,mediahandling techniques,and help them build a transparent im

264、age.This image should befocused on social responsibility in both online and offline interactions.Participating inhumane community activities,supporting positive values,and steering clear of sensitiveissues will help artists enhance their image.Businesses in the music industry must alsoimplement meas

265、ures to adhere to these ethical standards.For instance,Zing MP3enforces strict regulations on song lyrics to ensure that released content is ethical,protecting the reputation of both the artists and the platform.Artists today face intense scrutiny regardingtheir statements,images,and music.Therefore

266、,to ensure that artists adhere to thecultural and artistic communicationstandards set by the Ministry of Culture,Sports,and Tourism,and to protect the imageof artists in the eyes of the audience,Zing MP3implements strict policies and thoroughlycensors song keywords and content.Thisensures compliance

267、 with ethical standards,while simultaneously safeguarding theplatforms and artists reputations anddelivering positive value to the audience.”Ms.Tran Thi Mai AnhBusiness Development Managerat Zing MP3&Zing Media66Globally,strict measures are applied to regulate artists conduct,aiming tobuild positive

268、 influence and prevent negative societal impacts.In South Korea,entertainment companies like SM,YG,and JYP implement rigorous 3-to-10-yeartraining programs for trainees,focusing on communication skills,crisismanagement,and social responsibility.China has also taken strong action,including blacklisti

269、ng and banning unethical artists.Ros,a member ofBLACKPINK,is a prime example of the effectiveness of a well-structured trainingsystem.Born in New Zealand and raised in Australia,Ros joined YGEntertainment at 15 and underwent a challenging trainee journey.She enduredgrueling practice schedules and pe

270、rsistent loneliness but overcame withdetermination and discipline to become a global star.Throughout her career,Ros has maintained a non-scandal professional image and consistently upheldher responsibilities to the public.Her success with the song APT.and her debutsolo album highlight her dedication

271、 to her craft.In Vietnam,many artists haverisen to fame too quickly without proper training,leading to scandals over theirconduct that have sparked public outrage.Artists and management companiesin Vietnam should draw lessons from international models to cultivate a positiveartist image and avoid ne

272、gative impacts on the music industry.CASE STUDY:GLOBAL ARTIST MANNERS ANDLESSONS FOR VIETNAMImproving the cultural behavior of artists by Nhan Dan NewspaperArtists and professionalism in behavior and communication by Sai Gon Giai Phong Newspaper919291926793 Rose at fan meeting(adapted from ZNews)4.R

273、OLE OF MUSIC IN CULTURAL DEVELOPMENT-PUBLIC-PRIVATE PARTNERSHIPIn 2024,the public-private partnership model plays an important role inorganizing cultural,entertainment,and music events,contributing to thecultural development of Vietnam.According to research,the coordinationbetween government policie

274、s,entertainment content production agencies,consumers,and partner organizations has created remarkable success.Events such as the HoZo International Music Festival in Ho Chi Minh City andthe Monsoon Music Festival in Hanoi are prime examples.Government andlocal support policies provide a solid found

275、ation,while privateentertainment companies play a key role in producing high-quality contentand organizing professional events to attract both domestic andinternational audiences.These festivals not only offer opportunities forartists to showcase their talents but also leverage Vietnams culturalstan

276、ding on the global stage by attracting international audiences.Moreover,these events stimulate local economies,generating significantdemand for lodging,dining,and consumer services during festival seasons.As such,music has become a strategic tool not only for preserving culturalheritage but also for

277、 promoting sustainable economic and socialdevelopment in Vietnam.Music Festivals Promote the Development of Cultural Industries by Nhan Dan NewspaperTo Have Music Industry Cities by Dai bieu Nhan Dan E-NewspaperKorean Governments Policy in Developing K-pop by Journal of Letters94949595689696Governme

278、nt policiesContent producedby entertainmentagenciesPartner organizations,such asrelevant government offices,private organizations,etc.ConsumersROLE OF MUSIC IN CULTURAL DEVELOPMENT-PUBLIC-PRIVATE PARTNERSHIP:IMPLICATIONS69Collaborative cultural and music events in Vietnam not only bring culturalvalu

279、e but also boost the economy by creating favorable conditions forconnections among artists,brands,and the public,while attracting asignificant number of tourists.These events contribute to the local economy,especially in sectors such as hospitality,dining,and supporting industrieslike transportation

280、 and tour operators.Furthermore,these initiatives promote the spread of Vietnamese culture toboth domestic and international communities,fostering national identitythrough music and art.This approach contributes to building a vibrantcultural industry,positioning Vietnam as an increasingly attractive

281、destination for hosting cultural and artistic events globallyPublic-private partnership cultural andmusic events are being increasinglypromoted,attracting greater attention andmore diverse organizations to createplatforms for artists to connect with andshow appreciation to local audiences.Localfesti

282、vals also tend to invite artists born in thatregion to strengthen cultural ties and provideopportunities for artists to expand theirinfluence and contribute to the countrysmusic and cultural heritage.”Mr.Nguyen Tien HuyFounder&CEOat Pencil GroupOver the past year,Vietnam hosted numerous significant

283、music and cultural events,contributing to cultural and economicdevelopment.HoZo International Music Festival in Ho Chi Minh City attracted over 200,000 attendees,showcasing a widevariety of genres ranging from traditional to EDM.In Hanoi,the Monsoon Music Festival drew an audience of 80,000participa

284、nts.The second annual Ho Chi Minh City River Festival 2024 combined water sports,parades,and artisticperformances,celebrating the rich culture of rivers and waterways.The Danang Enjoyment Festival 2024 also captivatedvisitors with artistic,entertainment,and coastal tourism activities.In addition to

285、these performance festivals,the 6thVietnam Festival of Creativity and Design(VFCD),organized by RMIT University Vietnam in collaboration with the VietnamInstitute of Culture and Arts Studies,aimed to support the development strategy for cultural industries under the UNESCOCreative Cities Network.Thi

286、s event reinforced Vietnams position on the global creative map.CASE STUDY:MAJOR PUBLIC-PRIVATE MUSIC EVENTS IN VIETNAMMusic Festival Promotes Cultural Industry Development by Nhan Dan NewspaperAbout VFCD by Vietnam Festival of Creativity Design979897987099 Danang Enjoyment Festival 2024(adapted fro

287、m Chinh phu E-Newspaper100 Opening Ceremony of Vietnam Festival of Creativity&Design(adapted from VFCD)101 Ho Chi Minh City River Festival 2024(adapted to Vietnam.vn)The vibrant activity of passionate fans(superfans)is having a significant impact onVietnams music industry.With more than 75%of music

288、consumption stillconcentrated on domestic products,superfans,especially those from Gen Z,areplaying a crucial role in enhancing the popularity of local artists.They are not passivelisteners.Instead,they actively promote their idols,purchase concert tickets,andpropel artists to the top of platforms l

289、ike YouTube and Spotify.Inspired by K-popculture,this model often achieves great success due to strong social mediaengagement and participation in events.However,superfans also exert significantinfluence over artists careers,offering enthusiastic support but potentially turningaway if their expectat

290、ions are not met.This dynamic creates opportunities fordeeper connections with fans while presenting challenges in managing the publicimage of artists.Artists and their management teams must carefully navigate fanexpectations and maintain a positive image to avoid alienating their dedicatedfanbase.5

291、.SUPERFANS BECOMEINCREASINGLY SIGNIFICANTfans are willing to spend over VND 500,000 on music-related products13%13%This day has finally come:Young people love Vietnamese artists,pure Vietnamese concerts sell out”because of the appeal of domestic idols by CafeFQ:What items related to music are you wi

292、lling to spend money on?102102*71SUPERFANS BECOME INCREASINGLY SIGNIFICANT:IMPLICATIONSSuperfans are the most dedicated and loyal fan group,fostering onlineinteractions through engaging content and discussions to expand the reach ofartists and stakeholders.They regularly subscribe to music platforms

293、 toincrease views and streams on platforms like YouTube and Spotify.Additionally,they purchase tickets for music events,concerts,exclusivemerchandise,and participate in exclusive experiences like meet-and-greetsessions,bringing financial benefits to brands and creating new event modelsfor production

294、 companies.Having said that,to avoid negative effects such as obsessive behavior orbacklash from unmet expectations,artists and business partners need tounderstand superfans psychology to build sustainable relationships alignedwith their aspirations.This enables them to effectively leverage superfan

295、sloyalty to enhance commercial value and foster stronger bondsDomestic market accounts for 70%of musicconsumption in Vietnam,with superfans playing avital role-especially Gen Z,who are willing tospend money on unique,exclusive events.Thesefans not only love music but also engage deeplywith their ido

296、ls through social media,helping toenhance public visibility.Overseas music eventsof Vietnamese artists recently have showcasedsuperfans willingness to spend on unique eventexperiences and support for their idols on bothdomestic and international stages.”Mr.Hien BuiFounder&CEOat C Mazor Entertainment

297、72Soobin Hoang Sons fans are not only large in quantity but alsorenowned for their willingness to spend and their wholehearteddedication to their idol.At the concert Anh Trai Vuot Ngan ChongGai,Soobins fans made a strong impression with large-scaleprojects:long lines of fans at check-in booths,the a

298、ppearance of aprince”Soobin mascot,three double-decker buses promotingSoobins image roaming the city,and grand LED screens atprominent locations like Vincom Pham Ngoc Thach,Takashimaya,and SkyLED Thu Thiem the largest LED screen in Southeast Asia.Previously,Soobins fans also orchestrated a strategic

299、 votingcampaign and contributed hundreds of millions of VND to securethe Most Favorite Brother award.Beyond their support for Soobinscareer,these fans also stood out for their philanthropic activities.Before the concert,they donated VND 109 million to a fund forchildrens heart surgeries and had prev

300、iously contributed over VND100 million to help mitigate the aftermath of the Yagi typhoon.Soobins fan community demonstrates remarkable socialresponsibility,spreading positivity and showcasing their intenselove and support for their idol.CASE STUDY:IMPRESSIVE SPENDINGPOWER OF SOOBIN HOANG SONS FANSS

301、OOBINs superfans donate more than 100million VND to overcome the consequencesof typhoon Yagi by CafeF10310373104 Soobin Hoang Sons fans support their idol more than anyone else(adapted from Facebook)6.IMPACT OF AI ON MUSICCOMPOSITION AND CONSUMPTIONArtificial Intelligence(AI)is becoming a powerful t

302、ool in Vietnamsmusic industry,effectively supporting the creative and productionprocesses.AI assists music producers by quickly generating soundsamples and providing fresh ideas to refine tracks,therebyaccelerating production timelines.By efficiently addressingtechnical challenges,AI allows artists

303、and producers to focus oncreativity rather than repetitive tasks.AI is also widely applied inpromotion and communication,streamlining video editing,contentcreation,and social media strategies.In the future,AI is expected toexpand its influence into areas like management and scheduling,providing even

304、 greater support for artists.The Impact of Artificial Intelligence(AI)in Transforming Marketing Communications:A Theoretical Review by Expert Journal of MarketingAI and the Future of Entertainment Technology by HAL Open ScienceGlobal Music Market Report 2024 by International Federation of the Phonog

305、raphic Industry(IFPI)105106Vietnamese people knowhow to use AI111051067489%89%IMPACT OF ARTIFICIAL INTELLIGENCE ON MUSIC COMPOSITIONAND CONSUMPTION:IMPLICATIONSAI is transforming the music industry,particularly in management andoperations.AI tools automate processes such as tracking audienceinteract

306、ions,analyzing music consumption data,and streamliningdistribution workflows,allowing artists and their teams to focus more oncreativity and improving decision-making processes.AI also holds the potential to facilitate partnerships between musicians andbrands,creating personalized user experiences,e

307、nhancing engagement,and amplifying brand recognition.Additionally,AI can analyze music data,track interactions,and optimize release strategies.Brands can then createplaylists,soundtracks,or custom events to attract audiences.However,a significant concern is the misuse of AI,such as replicating anart

308、ists voice without consent.This raises the need for stricter intellectualproperty laws to protect creative rights.The uncontrolled use of AI,with limited legal restrictionsand enforcement mechanisms,can lead to countlessunforeseen consequences for the music industry.Oneprominent example is the use o

309、f(1)creative works ofothers or(2)elements such as images and voices(singing/speaking)of others by AI developers to train AIwithout obtaining permission or compensating the rightsof holders.This is essentially a form of appropriation ofthe investment and creativity of artists as well as musicproducti

310、on companies,causing harm and posing a threatto the development of the music industry,whichinherently relies heavily on human factors.”Mr.Tao Minh HungVietnam Country Head at IFPI(InternationalFederation of the Phonographic Industry)752024 witnessed an explosion in AI applications in Vietnams music

311、industry,spanningfrom creativity to legal controversies.Techcombanks campaign,Striving for a SuperiorVersion,leveraged AI to allow users to experiment with music composition,resulting inover 10,000 songs being created.This initiative not only conveyed Techcombanksmessage of personal ambition and bra

312、nd alignment but also generated significantsocial media buzz,enabling efficient utilization of user-generated content.In addition,Suno Inc.,an international AI music company,is gaining widespreadrecognition in Vietnam with its capability to let non-professionals compose up to 1,200songs per month us

313、ing just a few lines of description.Albums produced via Suno havemade their way onto Spotify,ushering in an era where music is more accessible thanever.Over 600,000 users worldwide,including teachers and businesses,have utilizedSuno AI to create music for education and software training.On the flip

314、side,the case involving Peoples Artist Le Thuy opposing AI cloning of hervoice in K-Pop songs without permission has sparked discussions about ethics andlegality.This incident underscores the risks of AI distorting the value of art and theidentity of artists,calling for stricter regulatory oversight

315、.These events highlight boththe potential and challenges for the creative industry as AI continues to evolve.CASE STUDY:INNOVATIVE,USEFUL ANDCONTROVERSIAL APPLICATIONS OF AITechcombank uses AI to create thousands of songs inspired by VnExpress E-NewspaperPeoples Artist Le Thuy is upset because AI im

316、itated her voice by VnExpress E-Newspaper10710810810776109 Techcombanks AI Music Composition Contest(adapted from Techcombank)110 SunoAI(adapted from SunoAI)111 Artist Le Thuys voice was imitated by AI(nh t YouTube)7.RISE OF LIVE MUSIC EVENTSThe strong growth of live music performances in Vietnam sh

317、ows a majorchange in entertainment habits,as more and more people choose toparticipate in these events.In 2024,the market witnessed a diversity offorms and scales of performances,from youth festivals such as NhungThanh Pho Mo Mang,GENfest,Hoi Dong Hoi,to private live shows by MyTam,Ha Anh Tuan,Trung

318、 Quan,Vu.,and branded music events such asViettel Y-Fest,Sting Ravolution,or large-scale idol-culture concerts suchas Anh Trai Say Hi and Anh Trai Vuot Ngan Chong Gai with tens ofthousands of audiences.These events not only strengthen theconnection between artists and audiences but also promote thec

319、onsumption of music products and online interactions after the event,creating rich music experiences,contributing to changing theVietnamese music market.Future of large-scale concerts with Vietnamese artists after Anh Trai Say Hi”by Du Lich TPHCM MagazineVietnamese consumers rank second in Asia-Paci

320、fic for concert tourism:Visa data points to 3 trends for 2024 by Visa112113Vietnamese people travel to attendlive concerts,both domesticallyand internationally41%41%11377112116 Y-Fest Customer Appreciation SuperConcert(adapted from Viettel)114 GENfest music festival(adapted from GENfest)115 Ravoluti

321、on Music Festival(adapted from Ravolution Music Festival)117 Trung Quan at Live concert 1689(adapted from Doanh Nhan Tre)RISE OF LIVE MUSIC EVENTS:IMPLICATIONSLive music performances bring significant opportunities for the music industry andits related partners.For artists,these events serve as a pl

322、atform to attract abroader and more diverse audience.These events also enhance engagement andboost music streams on digital platforms like YouTube and Spotify.For brands,sponsoring or collaborating with live music events is an effective wayto increase brand awareness,particularly among younger audie

323、nces.Brands cancapitalize on opportunities such as selling exclusive co-branded merchandise withartists,setting up on-site activation booths,and leveraging digital connections toengage with music-loving consumers.Although these events are attracting growing audiences,they still face severalchallenge

324、s.The growing frequency of music events requires organizers and artiststo carefully balance production costs,sponsorship revenue,and ticket salestargets to ensure profitability.This includes challenges such as securing suitablevenues,managing artist schedules,and marketing events effectively in acom

325、petitive landscape.Nonetheless,this growth highlights that live performanceswill continue to play a key role in Vietnams music market.The Vietnamese music industry will rely on twofactors:(1)the number of people paying formusic streaming applications,and(2)the levelof attendance at live music events

326、.AlthoughVietnamese audiences have started attendingconcerts more frequently,the attendance rate isstill lower compared to other Southeast Asiancountries.For the market to truly grow,attendinglive music events needs to become a habitualpractice.This will help create a more sustainableconcert market,

327、allowing artists to thrive and themusic industry to flourish.”Mr.Tran Thang LongHead of Domestic Artists&Repertoire andMarketing at Universal Music Vietnam78CASE STUDY:NOTABLE YEAR-END LIVE MUSIC EVENTSThe year-end festival season of 2024 witnessed an explosion of music events,affirming the robust d

328、evelopment of Vietnams liveperformance market.GENfest 2024,with the theme Streets Within Streets,took place at the end of November,drawing attention with astellar lineup of artists such as Suboi,Andree,PSY,and LOCO,offering a unique blend of music and culture.Simultaneously,NhungThanh Pho Mo Mang Se

329、ries spanned all three regions of the country,featuring popular artists like Den,tlinh,Chillies,and numerous indieperformers,captivating young audiences.Notably,the 8WONDER Winter 2024 event on December 8 in Ho Chi Minh City drew significantattention with the legendary global band Imagine Dragons pe

330、rforming alongside top Vpop artists like Soobin,Chi Pu,and GERDNANG.Concurrently,the Ravolution Music Festival on December 7 in Thu Duc City gathered an impressive lineup of international DJs,promisingan exceptional electronic music night.Following this,the Anh Trai Vuot Ngan Chong Gai and Anh Trai

331、Say Hi concerts returned to Hanoi inDecember,heating up the wave of domestic idol fandom.”HoZo International Music Festival continued to establish itself as the topinternational music event in Vietnam,taking place from December 13 to 15 in Ho Chi Minh City,featuring over 100 international artists an

332、dMy Tam.Wrapping up the year,the City Tet Fest Thu Duc 2025,held from December 28 to January 1,2025,showcased 40 internationaland domestic artists,led by JustaTee,along with an extravagant live show by Ho Ngoc Ha at the Saigon Riverside Park.These events notonly set new entertainment standards but a

333、lso propelled Vietnams music industry to greater heights.79123 Poster HOZO(nh t Facebook)118 The potential of Vietnamese concerts and music events before the gateway”of integration by ELLE Magazines119 GENfest 2024:Music connects communities by Nguoi Lao Dong Newspaper120 Ho Chi Minh City explodes with super music festival by Thanh Nien Newspaper121 HOZO 2024-Vietnams largest community music festi