After J-POP, K-Pop, V-POP also began to attack international

From J-Pop, K-Pop to Latin music, the global music boom has experienced increasingly diverse stimuli in recent years.

Today, with Huang Duyan last year, Huang Zuoling won the Mnet Mama Best Asian Singer Award as a Vietnamese singer, and my anh boarded the Head in the Clouds Music Festival held in the American Times Square. Overseas, there is a signing of a wave of boom in the world.

On August 5th, the Vietnamese version of the 101 series draft "Vote For Five" has also been broadcast to the second issue. After the program is launched on YouTube simultaneously, it has been watched by more than one million people within two days. Over 400,000 people click. On Twitter, through the popularity of the draft, the label of the "V-POP" has been mentioned more frequently, attracting many English-speaking countries, and Asian countries such as South Korea and Japan, which has a perfect star-making system.

In the Mainland, this stage also appeared on multiple platforms hot search, causing netizens to watch collectively. The beauty and shape of the 101 -series draft like China and South Korea, as well as the theme song with the quality of the production quality, as if the impression of Vietnam's "washing, cutting and blowing" that had been in the Mainland perspective in the past. Even if the Vietnamese idol preparations set the "China -South Korea Vietnam" hodgepodge, the mainland Chinese market that has lost the draft today still has no shortage of attention.

And we also noticed that on domestic mainstream music platforms such as Cool Dog Music and Meitian Cloud Music, since last year, the "Vietnamese List" has also been quietly launched, and it has long been tied with Japanese and Korean.

Various signs show that Vietnam V-POP has gone abroad and is accelerating into the international trend track.

Go out of Vietnam V-POP

According to Wiki, the word "V-POP" was created by the artists in northern Vietnam, referring to Vietnam pop music covering from the 1990s to the present. The hippie culture from the 1960s to the 1970s was also It is considered one of the earliest origin of V-POP.

Affected by the Vietnam War, the theme of "Love and War" and the patriotic "Red Music" dominated the aesthetic orientation of Vietnamese music in the last century. Until 1986, V-POP slowly grew slowly under the reform. Stable development. Vietnamese musicians have also begun to put their attention overseas, bring trendy content such as electronic music and rock to domestic, and bring the V-POP generated by this to the international market.

The main popular positions of V-POP in overseas are China with a common cultural background and a broad market. Prior to the recent Vietnamese draft, V-POP had produced a brief popular effect in the Mainland.

Back to the millennium, just non -mainstream culture prevails. The Vietnamese group HKT has a "washing cut" shape with a visual aesthetic. "Washing and cutting three people."

According to Vietnamese's very characteristic pronunciation transliteration lyrics, such as "braces girl, but how beautiful", it has become the focus of spoofing popularity. HKT also opened the Chinese mainland market through cover, and was invited to the Spring Festival Gala of Guangxi Satellite TV in 2013. However, after 2013, when the Korean Wumi was prevailing, HKT members began to go to Korean style, and changed the previous non -mainstream image, but they were no longer concerned by mainland netizens because they lost their sense of hunting.

With the rise of short video platforms in the past two years, V-POP has again swept back in the Mainland. With a large-scale, beautiful and dog-blooded MV with ancient style music, it occupies a place on the video platform. The most phenomenon -level representative case is the trilogy of "Self -heart", "Three Geng" and "Tears", which was written by Ruan Chen Zhongjun and Denis Deng in 2019. It only harvested more than 20 million playback volume at station B. The same list is still at the top of the NetEase Yunyue Language List and Cool Dog Music Vietnamese.

At the same time, due to the needs of changes and card points popular in Douyin at the moment, Vietnamese electronic music has also begun to become popular as a short video BGM, occupying half of the magic divine BGM.

For example, Huang Yingling's "Meeting Love", Zeng Weixin's "Night Dance" and "Sigh", etc., are all well-known V-POP masterpieces. Most of these music works that break the national borders are brainwashing electronic music, which has also made V-POP label on the "magic electronic music", and has more obvious regional popularity. At the same time, its popularity in TIKTOK also affects the Douyin world separated by a wall.

After that, the "Vietnamese drums" in some electronic music divine songs gradually shined. The so -called Vietnamese drum, originally referring to a traditional musical instrument in Vietnam, now refers to a style that represents a more densely dense drum point and irregular auction, and more fragmented. It is commonly known as "Tu Hi". Strictly speaking, it belongs to Prog House. Today, the "Vietnamese drum" is also divided into a type of music applicable to nightclubs and other places, and is widely used by the DJ group worldwide.

After the Korean Liu was swept the world, Vietnamese musicians also began to cooperate with the K-POP idols. For example, in 2014, the top electronic sound producer of Vietnam Thanh Bui joined forces with the Top Stream Korean BTS for the MIX version "Danger". Essence

The younger generation of Vietnam also began to go to South Korea to become a trainee, bringing the V-POP trend into the K-POP with a wide range of audiences. For example, Tempest, a member of the Tempest, who debuted at the Lehua Entertainment South Korea Branch this year, has promoted Vietnamese songs and culture in radio programs broadcast on the two mainstream TV stations of MBC and EBS. With the attention of K-Pop, V-POP has also made many K-Pop audience be consciously understood. Earlier in 2018, the Vietnamese Dance Troupe also used local music as a base to enter the K-POP market through the Korean variety show "Stage K". In addition, V-POP is not willing to fall back in the European and American markets, and is also eager to expand its influence. In addition to the common "Vietnamese Divine Comedy" BGM in Tiktok and Douyin, there are independent musicians developing in the European and American markets like KESHI. Data show that he has more than 40 million playback on the streaming platform represented by Spotify, and his popular song "Over U" is also named a new generation of R & B representative works. In addition, there are European and American singers such as Snoop Dogg, such as Yamatsu, to enter the Vietnamese musicians who have entered the mainstream music list and obtained Billboard.

In general, V-POP focuses on Europe and the United States from the Asian market, and now has a relatively good response in various regions. In the view of Vietnamese musician and music producer Ruan Haifeng, Vietnam is in a state of "one foot inside, one foot is outside". Compared with Asian countries such as Japan and South Korea, Vietnam has not yet entered the right music industry, and Vietnam has not yet regarded music as a "product", which has also affected the further development of V-POP.

How is the V-POP get home?

The forming of V-POP can be said to be "the success of a hundred schools": it is inseparable from the multicultural immersion of multiple culture that is inseparable or active or passive.

The early V-POP was deeply influenced by the Chinese music scene. After the 1970s, Teresa Teng's work set off a wave in Vietnam. According to Fan Feirong, which is known as "Vietnam Teresa Teng", Teresa Teng's song has been continuously covered in Vietnam.

After the millennium, most of the music works sung in Vietnam also sing from the Chinese music scene, such as "Absolute Absolute" and "Blue and White Porcelain". "Chinese style" has also become the element of Vietnamese musicians, and the influence is still very deep today. For example, Huang Zangling's Future Bass "Meet Love" released by Huang Zuoling in 2022, the arranging uses gourd silk and guzheng.

After 2010, when K-Pop set off a "Korean Hurricane" in the Chinese music scene, it also took root in Vietnam, affecting V-POP to "Korean chemical". There is no concept of "idol" in the Vietnamese music market, but under the influence of the K-POP star-making industry, and South Korean brokerage companies such as SM Entertainment and RBW Entertainment, they have opened branches in Vietnam to promote the gradually improvement of the Vietnamese trainee system.

Unlike the early HKT singing and running, the flavor of the soil is that the Vietnamese idol group polished by the trainee system, whether it is music or makeup, is relatively less "wild". For example, the Vietnamese men's group D1VERSE launched in 2020 with Kakao M in 2020 is full of strong Korean group. Similarly, its gameplay is to fully follow the rules of the K-Pop. For example, the D1Verse debut was less than two months after being revealed by the love scandal of member Chen Ping, and the speed speed retired.

Furthermore, Vietnam also began to break its prejudice against European and American markets during the Internet. In 2011, "Good Voice of the United States" became popular all over the world, and Vietnam bought the copyright of the show to create "Vietnam Good Voice", which was used as a local excavation musician in the form of a variety show. Today's V-POP leader Yamatsu, that is, won the ninth national ranking from "Voice of Vietnam", officially opened his acting career.

The presence of the Japanese idol industry has also stimulated the development of the idol industry in the V-POP. For example, in 2018, the producer of Qiu Yuankang set up the AKB48 Vietnamese branch SGO48 in Vietnam, bringing the operating model that affects the economic transformation of fans into the Vietnamese market, which has caused the local brokerage company to follow the effect of the operating model of the fans. SGO48 also appeared in the "Japanese Spring Festival Gala" red and white song in 2019. However, due to the impact of the epidemic, SGO48 also announced the dissolution at the end of last year.

From the perspective of Vietnam, V-POP can radiate to the world in the present, forming an obvious popular trend. The more important reason is that Vietnamese songs are eloquent, and the tunes are mostly optimistic. popular.

The reason why V-POP can be popular in the world in recent years is inseparable from the nourishment of multiculturalism, and it is more powerful to help the international platform.

According to Q & Me's statistics last year, YouTube, Zing, Naccuatui, and Facebook are the highest channels for Vietnamese to listen to music. Among them, V-POP also promoted new publicity through YouTube. For example, in 2016, Shan Song played in the Vietnamese ancient style MV "LAC TROI" released by Youtube for only two months, and it also set off a cover up.

It should be noted that before 2018, Vietnam did not have official authoritative music charts, and even no concept of digital album sales. Pressing the living space of new works. It was not until 2018 that the entry of Spotify and Apple Music broke the status quo. The popular songs reflected in the popular ranking of YouTube showed a reunion state. However, this also caused some listeners to start "brushing songs" in order to support the artist, although the song was named to the forefront, but it did not reach this listening level. A way of streaming in the digital music era is an inevitable result.

In addition, the rise of Tiktok and Douyin has also become another new channel for pushing. Many Vietnamese musicians promoted new songs on TIKTOK and started to become popular in various unintentional ways. For example, "Good Gathering and Good San" released by Liguang in 2021 is the BGM popular as a "Southeast Asian hanging chain dance" on TIKTOK, and then it is more familiar with the public in Vietnam variety shows. To Douyin. Li Guangxiong also used this to open the Douyin account and send multiple contents to promote.

On the other hand, a large number of Vietnamese songs are popular on short video platforms, and to a certain extent, it is derived from the establishment of the music copyright system. In March 2018, Spotify officially entered the Vietnamese market, and Vietnam officially had the concept of paying the copyright fee to the singer. This also made local singers more concerned about the feedback of streaming media and actively approached the spread of online platforms.

In addition, since 2020, international record companies such as Warner Music, Global Music, and Sony Music have also begun to pay attention to the Southeast Asian markets and have begun to set up branches in Vietnam and other places. Further to the V-POP, the climate is gradually added. Like Warner Music entered Vietnam, he began to collect a large number of Vietnamese musicians and signed the Chillies band. The mainstream record company has also started V-POP in recent years.

And the flow of music capital to Vietnam reflects the influence of Vietnam's economic take -off. In 2019, Vietnam was ranked first in the manufacturing destination of 7 emerging Asian countries by Natixis Sa. According to recent Standard Chartered Bank forecast, Vietnam's GDP growth rate in 2022 will reach 6.7%. As early as 2018 and 2019, its GDP growth rate exceeded 7%. Although it was only 2.91%in 2020 under the impact of the epidemic, its GDP growth rate still crowned Asia.

The middle class of Vietnam also rose during this period, and has more options for spiritual consumption, which has stimulated the local music industry in Vietnam. Not only did a large number of overseas artists choose to hold a concert between Singapore and Hong Kong, but also promoted local performance production companies such as FSL to independently host music activities such as music festivals and concerts. Vietnam IB Group also cooperates with FSL to absorb top production companies and the media to create professional international entertainment production systems. For example, Narip has reached an exclusive cooperation with IB Group to provide artists and media resources.

It can be seen that not only the Vietnamese local musicians take the initiative to go abroad, but also the Vietnamese government is promoting local musicians to go out. The status of the international entertainment industry has also received more attention through the rise of Vietnam. In the sewing supplement, V-POP continues to draw the essence of other countries and then turn it into its own use. Nowadays, the Vietnamese music industry has small popularity.

V-POP ignores "Vietnamese flavor"?

Overall, V-Pop is still in a semi-familiar stage, and has not yet formed a global upsurge in European and American pop music or J-POP, K-Pop. The most controversial is the phenomenon of copying the Chinese wind to Vietnam, or directly copying the K-POP style, which not only blurred the concept of local traditional music, but also affected the innovation of its music industry.

From the perspective of most Vietnamese musicians, V-POP grew up in the fourth industrial revolution, so it is also actively incorporated into the international trend, which has led to the neglected trend of "Vietnam flavor".

Vietnamese musician Huijun once pointed out that the current music production method of Vietnam has been different from more than ten years ago. Whether it is inherently composed formula or melody samples, it should rely on individual creation output to have its own " The music products of the soul, not like to "kill" their own artistic character like this. This includes neglect of traditional culture, and excessive imitation and even plagiarism of international musicians.

However, the mainstream singers represented by Huang Yingling also incorporated Vietnamese cultural elements into their works outside the electronic music. For example, the song "Four Mansions", which has both traditional and modernity, has a good response internationally.

At the moment when raps are the mainstream, rap who are active on platforms such as YouTube and TIKTOK have also made a lot of useful attempts. Among them, there are many "Vietnamese Rap Queen" Suboi, which uses 88rising to go to the international "Vietnam Rap Queen". Hiphop created by Vietnam's local characteristics has no more than Higher Brothers on YouTube. However, how to fundamentally nurture the creation end of the industry and consolidate the core of V-POP is also extremely needed. According to Dr. Van Thi Min Huong, Dean of Ho Chi Minh City Conservatory of Music, the lack of music education in Vietnam is one of the reasons that cannot be made. She pointed out that music in Vietnam is still a tool for teaching and student subjects like politics, morality, etc., which also makes most of the younger generations who cannot appreciate good music works when learning music at school, nor can they choose which one to listen , Non not to get self -insights.

However, with the in -depth international record company and streaming media platforms, Vietnam also set up a music copyright protection center. After all, copyright protection is not only a compulsory condition in which the international economy is in line with the international economy, but also to establish a protection barrier for local music characteristics. To a certain extent, this approach is also hitting the plagiarism of V-POP. Previously, V-POP fell into too many infringements that illegally used other countries' musicians.

It can be said that the growth of V-POP under mature copyright rules can not only make the audience pay more attention to copyright awareness and the importance of unique culture in Vietnam, but also bring more value creation to a certain extent, promote the gradual development of the music industry Development on track.

Conclusion

At present, the climate of V-POP is not scale. The most deadly reason is that after "Chinese", "Korean", the local music industry depends on the stimulus and influence of foreign culture. Essence

Compared to Malaysia and Singapore singers, they can also debut in Mainland China, Hong Kong and Taiwan, and Vietnamese singers are difficult to integrate with problems such as language barriers, cultural obstacles, and historical traceability. -POP track, but still competes with more successful cases of Thailand and Philippine trainees.

After the retreat of the popularity of Japan and South Korea, it is still unknown whether the local area can catch the K-POP series or the J-POP-based Vietnamese idol transformation consumer market in Thailand. After all, Vietnam does not have a mature fan economy like Thailand, and the local economy at the time of taking off has not yet reached enough commercial resources to support the return of "gold -plated" artist activities.

Under the moment, after the magical brainwashing electronic sound heat, whether it can truly gain a foothold around the world, this is also a problem that V-POP wants to solve. After all, it will imitate Chinese, Korean, or Europeanized, which will eventually hinder the development of the local music industry.

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