Tighten management of artists
A series of cases are showing that functional agencies are tightening management of artists in many aspects amidst the investment in the cultural industry.
Most recently, rapper MCK had to remove 19 songs due to containing vulgar and offensive lyrics after working with functional agencies.
This is not the first time MCK has been reacted to for the way he writes lyrics in his personal products. In addition to music, MCK has also been in the eye of public opinion many times because of his improper behavior.
Before MCK, a series of singers and rappers had to remove music products containing offensive and vulgar content and lyrics.
The era is over, artists, especially rappers, can compose in a wild, "wild" way, which is considered the "characteristic" of the underground (underworld).
When popularizing music products to the masses, when trying to approach a larger musical space, aiming for a larger audience... rappers are forced to change.
Not only with music, all statements, lifestyles, and behaviors of artists are also being rectified by functional agencies.
Singer Jack (full name Trinh Tran Phuong Tuan) was banned from performing for 9 months for making vulgar and offensive statements at a music night in Hanoi at the end of 2025.
Many artists are involved in private scandals, and some "junk" still have to face a wave of boycotts from the audience.
Artists earn money from personal brands
Tran Thanh once burst into tears and shared that he felt "artists are too miserable", artists are scrutinized, are in the center of public opinion, and are judged more than any profession.
Talking to Lao Dong reporters, media expert Le Ngoc Son said, "Artists are people who live by their image and personal brand. They have a superior income compared to many professions. Artists enjoy many privileges and special benefits from the love of the audience. Thanks to the love of the audience, artists have wide influence. Therefore, artists must naturally maintain their image and behave properly, to be worthy of what the audience gives them.
The influence gained from fans' admiration has helped many artists receive a "rain" of advertising contracts, attend events, recognition has increased sharply, and the cat-xe level has also "increased".
When the cultural industry is invested and developed, the fields considered "points" such as cinema and music (performing arts) have more opportunities for artists to freely create and work.
In the past 2-3 years, the number of production films has increased rapidly, a series of reality TV shows about music have exploded with attraction, large-scale concerts have continuously been launched, and many young artists have gained fame in just a short time, even suddenly shined overnight.
Artists are having more opportunities to work, easier opportunities to reach a large audience, creating a "fast spreading" influence in the blink of an eye on social networks. Along with that, there must be responsibility for image, speech, and lifestyle.
Media expert Nguyen Ngoc Long said, "Music must of course be beautiful. Artists must also of course maintain a beautiful image in front of the public. Tightening management with artists regarding images and statements is necessary. We are on the path of integration with the world. Coming to the world, culture is soft power, is the core strength.
It's time for us to purify, to bring culture back to its inherent beauty.
