“National Concert” - New Beat of the Cultural Industry

More than 50,000 spectators at My Dinh National Stadium enjoyed the program "Fatherland in the Heart". (Photo: THANH DAT)

Giving a boost to the performance industry

Originating from the parade program to celebrate the 50th anniversary of the Liberation of the South and National Reunification, "national concert" has become a popular term used by young people to identify state-scale art programs. Never before has this keyword been so "hot". In recent days, a series of grand concerts have been held to celebrate the 80th anniversary of the August Revolution and National Day September 2. Typically, "V Concert - Radiant Vietnam" and "V Fest - Glorious Youth" produced by VTV have attracted about 25,000 young audiences to the Vietnam Exhibition Center every night; "Fatherland in the Heart" organized by Nhan Dan Newspaper in coordination with the Hanoi People's Committee has dyed My Dinh National Stadium red with the colors of more than 50,000 attendees; “Proud to be Vietnamese” hosted by the Central Propaganda and Mass Mobilization Commission, filled My Dinh National Stadium with more than 30,000 spectators…

These are unprecedented numbers in the history of organizing political art programs. This not only shows the trend of enjoying patriotic music among the public, especially the youth, but also affirms the appeal and potential to promote the cultural industry of "national concerts". Notably, whether the program is free or paid, it has caused a "ticket fever" on all platforms. The ticket registration portal for the program "Fatherland in the Heart" "crashed" after only 9 minutes, recording about 3 million scans and 20,000 successful registrations. The "V Concert - Radiant Vietnam" music festival also "sold out" after only a few days of opening for sale. From here, we can see the formation of a new generation of audiences who are willing to go and pay for quality music events. And this willingness is the "gold mine" to create momentum as well as a market for the performing industry.

The heat of the "national concerts" in recent days has proven that when political art is invested appropriately, performed elaborately, and communicated methodically, it can completely meet the requirements of both ideological content, artistic quality and economic value. In addition to creating jobs and temporary income for the program's operating apparatus of up to hundreds, even thousands of people, large-scale art programs also lead to the development of services such as tourism, accommodation, transportation, fashion, mobile sales, souvenirs, etc. In particular, beyond the time and space of the event, the inspirational melodies and "absolutely cinematic" moments in the concerts are also widely shared on digital platforms, attracting millions of views and comments, contributing to strengthening solidarity and national spirit, while spreading the music and image of modern, integrated but still rich in identity Vietnam to friends around the world. Obviously, the emergence of “national concerts” is opening up great opportunities to create “Made in Vietnam” music products that can reach and connect domestic and global audiences, contributing to the country’s socio-economic development.

Associate Professor, Dr. Bui Hoai Son, full-time member of the National Assembly's Committee on Culture and Society, said that if organized professionally, linked with other service industries and built with a long-term brand, "national concerts" will not only be brilliant performances, but also a driving force for sustainable development for both the cultural industry and the national image.

Fostering the creative ecosystem

If in the past, big music shows attracting tens of thousands of people were often just a "game" for big businesses or famous entertainment stars, now the mark of "national concerts" has shown the proactive, positive and responsible participation of state agencies and local authorities.

Comrade Le Quoc Minh, member of the Party Central Committee, Deputy Head of the Central Propaganda and Mass Mobilization Commission, Editor-in-Chief of Nhan Dan Newspaper, Chairman of the Vietnam Journalists Association shared: Programs like "Fatherland in the Heart" have demonstrated the pioneering role and ability of major media agencies in creating a cultural and spiritual space with far-reaching influence. Deputy General Director of Vietnam Television Do Thanh Hai also affirmed that programs like "V Concert" are opportunities for VTV's television workers to challenge themselves, taking a new step in the journey of developing the cultural industry. The halo and echoes from recent "national concerts" not only demonstrate the appeal of combining art, technology, political messages and multi-platform communication, but also show the effectiveness of the policy of socializing culture, mobilizing resources from businesses and the community; At the same time, it opens up directions and creates motivation for state agencies and local authorities to participate more deeply in the cultural creation chain in the role of leading, orienting, and organizing large-scale artistic activities.

In order for “national concerts” to go the long way and make positive contributions to the development of the cultural industry, according to Dr. Hoang Thi Thu Ha, Lecturer at the Faculty of Cultural Industry and Heritage, School of Interdisciplinary Sciences and Arts - Vietnam National University, Hanoi, in addition to enhancing professionalism and creativity in program and product development, Vietnam also needs a long-term strategy with synchronous policies to promote the creative ecosystem, from facilitating licensing procedures to promoting the effectiveness of public-private partnerships, focusing on investment in developing creative human resources, high-quality performances, etc.

Media experts share: To make national concerts in particular and performing arts products in general become the spearhead in the development of the cultural industry, it is necessary to invest in developing more infrastructure to ensure the organization of large-scale artistic events. In addition, it is necessary to put these artistic programs in connection with industries such as tourism, fashion, cuisine, handicrafts, digital content industry, etc. to form a continuous service chain, creating great added value and diversifying the public experience. This is also the way for cultural industry sectors to "join hands" to develop sustainably.

TRANG ANH

Source: https://nhandan.vn/concert-quoc-gia-nhip-dap-moi-cua-cong-nghiep-van-hoa-post903609.html