On the evening of May 14, Vietnamese social networks were stirred up when Jason Derulo - the owner of a series of billion-view hits globally - posted images of a dark mask on his personal page. This is the identity symbol in Son Tung M-TP's comeback campaign this time.
Although the article was removed after exactly 1 hour, this "hand slip" accidentally peeled off a giant link in the new project of the male singer from Thai Binh.
When the domestic market has become too familiar with Son Tung's records, the male singer once again proves: The playground he aims for is always the flow of world music.
Looking at the name Jason Derulo, one clearly sees a more strategic vision than an impromptu combination. Born in 1989, Jason Derulo is one of the Pop/R&B icons with the leading hit-making thinking in the United States with more than 18.2 billion streams and 15 platinum discs.
Masterpieces like Talk Dirty, Wiggle or Swalla (1.8 billion views) have become part of the melody of global audiences over the past decade.
Son Tung M-TP's ambition is not limited to finding a reputable name, but a name capable of "breaking" digital algorithms.
Jason Derulo is a "adaptive king" when successfully transforming on the TikTok platform.
His remix of Savage Love in collaboration with BTS climbed straight to Top 1 of the Billboard Hot 100 thanks to the strong viral effect of the short videos.
By targeting an artist with explosive strengths on new generation platforms like Jason Derulo, Son Tung M-TP is calculating a direct move to bring new products deep into the international audience, instead of just relying on purchasing power and views of the domestic fandom.
In 2019, the historic collaboration with rap legend Snoop Dogg in "Hay trao cho anh" once set an unprecedented milestone, affirming Son Tung M-TP's leading position in Vpop.
After that milestone, many people wonder what his next step will be when the domestic peak has been conquered. The answer lies in his persistence with the path of "exporting" music.
Great ambition requires commensurate deployment methods. Before the name Jason Derulo was revealed, Son Tung M-TP carried out a "blackening" campaign according to the standards of European and American stars: Erasing Instagram, simultaneously changing the dark interface.
Investing a huge resource in both the visual and auditory parts from an American A-list star shows that this is not simply releasing a new song. That is a big strategy full of ambition to step out to the international stage of Son Tung.
Jason Derulo's post being hastily deleted after 1 hour may be part of a small-scale media scenario aimed at pushing public opinion to the maximum, or a strict security incident from a US partner.
But no matter what, it also reflects the fierceness and seriousness of an international-scale project that Son Tung M-TP is implementing.
Many predictions suggest that this product will witness the intersection between Jason Derulo's catchy melody and Son Tung M-TP's characteristic RnB/Hip-hop personality.
Vpop has witnessed many artists nurturing the dream of reaching out to the big sea, but persistently turning it into a long-term strategy and accepting to invest huge funds like Son Tung M-TP is still sparse.
