From the program "Anh trai vu ngan chong gai" (ATVNCG), performances that express cultural and folk music such as Trong com, Dao Lieu... are widely shared on social networking platforms after each concert. How do you evaluate the resonant power that digital platforms bring to current entertainment programs?
- Digital platforms are increasingly having a big impact on society, especially in changing the audience's habits. In the ATVNCG program, thanks to the digital platform, many songs and touching stories of artists are strongly spread, because there, the audience not only enjoys, but also proactively expresses their emotions, connects, finds themselves in a community with the same interests, even calls for promoting business activities. It can be said that these are the advantages that digital platforms are bringing to the community in both cultural and economic fields.
The ATVNCG journey alone has many interesting things. Although ATVNCG has ended on television for nearly a year, the sound and image of the show still lasts until now. Partly thanks to the digital platform, when the program is still continuously maintained, shared and the story is renewed on the " social network" system such as Facebook, YouTube, TikTok. That means, digital platforms will help prolong the life of high-quality entertainment products.
Bringing traditional cultural and music materials into ATVNCG, Yeah1, can you imagine it would be so successful?
- Bringing folk music into the VGCL is a strategic choice, not impromptu. We assess that traditional culture, when told in the language of young people and modernity, will certainly be close and attractive to all generations.
As a Vietnamese person, who has never heard the melodious songs, the ancient recitation of the song, the Cheo melodies? The language and melody of traditional music are truly beautiful and rich in meaning. Thanks to this factor, ATVNCG is loved by many audiences and has become a phenomenon when it brings generations in the same family to sit and watch TV, and later the whole family goes to the concert together, becoming fans of the show, regardless of age.
People's cultural materials have such power! And this is also the pioneering path that Yeah1 has pursued in its "premium" products in recent years, both creating commercial entertainment and spreading Vietnamese cultural values.
In 2024, there is a lot of information about Yeah1 making big profits after the heat of ATVNCG. Some people also believe that ATVNCG saved Yeah1. Is this information true?
- ATVNCG is the initial success of the "premium content" development strategy - one of Yeah1's pillar business segments. The success of the program is conguded from Yeah1's ecosystem such as multi-channel, technology, strategy and people... Therefore, it is not the ATVNCG program, but the strategic way of thinking and the way of developing entertainment products in line with modern trends that has "saved" Yeah1.
Established in 2006, Yeah1 Group has developed towards technology communication, does the company see great potential from participating in the production of entertainment programs such as "Beautiful Sister Riding the Wind", "ATVNCG"?
- The Vietnamese entertainment market is changing strongly. The audience needs, even thirsty, meticulous content, large investment, positive and spreading value. Yeah1 sees that need, and identifies this as an opportunity to develop large-scale entertainment shows that are both artistic and have the ability to commercialize, expand copyrights, and accompanying services.
However, Yeah1 once reported a loss with "Beautiful Sister Riding the Wind and Breaking the Waves" season 1. How is ATVNCG different from "Beautiful Sister" to bring interest to Yeah1?
- "Beautiful Sister Riding the Wind and Breaking the Waves" season 1 is a large investment. It can be affirmed that this is the first time a manufacturer in Vietnam has dared to "play big" like this when creating a unique, pioneering entertainment product. And these are important steps in investing to lay the foundation for a professional production process of cultural industrial products.
ATVNCG has taken advantage of that experience, combined with concert models and exploited advertising well, to create both financial and brand efficiency. This is a continuation of each other's achievements in Yeah1's long-term investment strategy.
In 2025, Yeah1 will not produce ATVNCG season 2 but will switch to shows such as "Gia gia vuong", "Tan can all" ... Yeah1 predicted that ATVNCG season 2 could have reduced appeal like "Chi dep dap gio" season 2?
- Yeah1 understands the Vietnamese entertainment market and understands its products. In 2025, Yeah1 chose to produce 2 programs that seemed to be opposite: One "healing" show was "Gia gia vu", and one "surviving" show was "all-powerful rookie". Many viewers joked that, in 1 week, they had just finished watching the "survival show" and then watched the "healing show" to experience all kinds of emotions.
And most importantly, every show is worth watching. Yeah1 thought this was a credit for Yeah1's initiative and daring to do things differently in the entertainment market.
How does Yeah1 invest in spreading and promoting entertainment shows in the context of the cultural, entertainment and performing industries being focused on by the state?
Yeah1 currently has a strong digital ecosystem, which is an important foundation for programs to spread. In addition, we also invest in cooperation with strategic partners. Yeah1 cooperates with Sony Music Entertainment, one of the world's leading corporations in the music industry, to bring Vietnamese music products to the global distribution system.
With such an international distribution system and leading technology platform, if in the near future, the audience sees Yeah1's products appearing and being highly appreciated in the international market, that will be the result of the strategic steps that Yeah1 is implementing.
Currently, many entertainment companies specializing in organizing performances and music production are showing that they are having difficulties. Many companies owe taxes. What is the difference in Yeah1's direction to be able to pursue a long-term journey?
Yeah1 is also a music organization and production company, but our model is different: Investing heavily to create quality products, thereby exploiting derivative values (copyright, retail, trade...) and it is bringing positive results. Thanks to that, in 2024, Yeah1 achieved the highest profit in the past 6 years. And this is the strategy that Yeah1 is pioneering in the Vietnamese entertainment market.
