'Going to the national festival' with concert: Building the Vietnamese concert brand

Realizing that "the organization of concerts in recent times has shown positive social effects", Prime Minister Pham Minh Chinh recently encouraged the cultural sector to continue to maintain and make efforts to spread the Vietnamese spirit through concerts, not only during the great holidays but also as an annual effort, not only through individual concerts but also need to be elevated to a "Vietnamese spiritual festival".

To do so, we need to join hands and accompany each other on a long-term and synchronous development strategy, not just through individual efforts or "seasonal thinking".

Resonance between Vietnamese culture and contemporary, globalized nature

Instead of being organized individually, concerts need to be placed within an overall cultural strategy, with a clear goal: in addition to serving the entertainment and cultural needs of domestic people, they also help promote Vietnam's image to the world . The author of the hit song See Tinh by Hoang Thuy Linh with a dance that was chosen by the famous group BlackPink to recreate during their tour in Vietnam, producer DTAP shared: "For us, a Vietnamese concert that can go out into the world does not necessarily have to have large-scale ambitions or superior technology, but the most important thing is to touch the hearts of viewers with purely Vietnamese things - both sincere, profound, and told in an international language".

The performance of superstar J Balvin (Colombia) and rapper Tlinh (VN) on the 8Wonder - Moments Of Wonder stage on the evening of August 23 made tens of thousands of audiences burst into tears.

Photo: Organizing Committee

Returned impressively from Sing! Asia and immediately won the championship of Em xinh say hi Phuong My Chi excitedly shared with Thanh Nien : "Chi and the crew did not choose to "package" folk songs as a fixed feature, but instead sought to blend traditional music into a contemporary atmosphere - so that listeners could not only feel the identity, but also see the liveliness and innovation in it. After the program, Chi and the crew continued to pursue this direction: making products with Vietnamese colors but with a balanced harmony with modern elements - from harmony, images to messages...".

The successful formula of Phuong My Chi and DTAP, as well as the sold-out shows "after Anh trai vu ngan cong gai ", further proves: Diversifying content and form of expression is always the survival of art and creates "the magic of entertainment". Not only stopping at modern music, concerts clearly need to create smooth "mixes" between traditional art forms with strong Vietnamese identity such as tuong, cheo, cai luong, or use traditional musical instruments and contemporary music genres with modern performance technology to create uniqueness and appeal. For example, combining hat xam with hip hop, or water puppetry with modern lighting on stage...

Blonde Nguyen, director of 8Wonder - Moments Of Wonder , said: "The performances in the program are all a resonance between Vietnamese culture and contemporary, globalized nature. We have made efforts so that viewers can be proud of Vietnamese history and culture. Typically, in Hoa Minzy's performance, we used the image of conical hats or visuals of Bac Ninh folk songs to recreate the image of Lim Festival...".

Improving the quality and dream of exporting Vietnamese concerts

In addition, it is necessary to invite famous domestic and foreign artists to participate to improve the quality and influence of the event. The 8Wonder - Moments Of Wonder music festival organized by Vingroup recently is a typical example when it continuously invited global stars: Charlie Puth, Maroon 5, Imagine Dragons... or most recently a series of famous "hit-making machines" of the international music industry: DJ Snake, J Balvin, The Kid Laroi... The moment "reggaeton king" J Balvin combined with rapper Tlinh in front of more than 50,000 spectators, raising the Vietnamese and Colombian flags on stage became a new "symbol" for the connection and reach of Vietnamese music; or the moment J Balvin and DJ Snake - two billion-dollar superstars of the global music industry - wore conical hats and danced with Vietnamese audiences through a series of songs that "stormed" international charts...

DJ Snake wears conical hat to perform and holds up the Vietnamese flag in front of tens of thousands of spectators in Hanoi.

Photo: THREADS/DJ SNAKE

On the other hand, there is the dream of exporting Vietnamese concerts, pioneered by Viet Vision with the first bricks: Organizing concerts in Singapore, Australia and soon the US, at famous theaters in other countries. "Stage wizard" of Viet Vision - director Cao Trung Hieu shared with Thanh Nien : "Even so, we still cannot boast that we have "exported" Vietnamese music. It's just that we have taken risks and found ways to "lay the ground" to bring Vietnamese music and the Vietnamese Concert brand to Vietnamese audiences all over the world."

J Balvin shows off photos of himself riding a cyclo, walking around Hoan Kiem Lake, and visiting Hanoi's streets during the days when the capital was filled with flags celebrating the grand ceremony.

PHOTO: INSTAGRAM/J BALVIN

In addition, the application of technology and digital media is also a method that is being focused on and effectively exploited by some strong teams in Vietnamese showbiz, typically the team of Phuong My Chi and DTAP. By using modern media platforms such as livestreaming on social networks, producing short videos, documentaries about behind the scenes of shows, or online exchanges with artists..., artists have created attractive touches with young audiences - those who use social networks enthusiastically and actively.

"An annual music and cultural festival called "Vietnamese Spirit" is not only an opportunity for artists to perform, but also a way for society to preserve and develop national identity together. From the experience of accompanying Phuong My Chi at Sing! Asia or the previous See Tinh effect, we believe that the Vietnamese spirit lies in the perseverance, kindness and deep community spirit of the Vietnamese people. It is a simple yet lasting patriotism, a harmony between tradition and modernity," DTAP commented.

Source: https://thanhnien.vn/tray-hoi-non-song-cung-concert-xay-dung-thuong-hieu-concert-viet-185250828194746183.htm