On the evening of October 29, on his personal page, singer Jack (J97) posted his first status since the scandal related to performing an unlicensed offensive song.
The male singer said that on the same afternoon, the representative of the management company had a direct meeting with the Hanoi Department of Culture and Sports, frankly taking responsibility and seriously listening to comments from the management agency.
In the announcement, Jack apologized to the audience, partners and authorities, and affirmed that he and the crew will review and adjust all artistic creativity activities, committing that all products in the future will comply with regulations and cultural orientation, strictly customs.
Notably, the singer of Thieu ly also announced a temporary suspension of performing activities, in which the male singer will not participate in the Tram stall music night scheduled to take place on November 1, 2025 in Ha Long. This move immediately attracted great attention from the public.
Commenting on Jack's behavior, media expert Nguyen Dinh Thanh, co-founder of Elite PR School, commented: "Sailing in a storm is a reckless and dangerous act. This singer chose to apologize and temporarily stop acting, I think it is a reasonable act.
Regarding how Jack handles the media crisis, the expert spoke up: Listening to the public's emotions and taking appropriate action can be seen as being optical, respecting the opinions of fans. The important thing is that the person involved must demonstrate sincerity.
Public attention and attack are like waves, one after another. The optical weather is an effective breakwater to solve the immediate crisis.
Previously, many artists were willing to cause scandals, go beyond the fence, "burn the temple" to become famous. But all of these tricks are harmful to the subject in the long run. If you are not careful, find firewood to burn for three years.
From Jack's story, expert Nguyen Dinh Thanh gives advice to young artists.
I think that, to sustainably develop their image, artists should focus on creating high-quality works. The scandalous tricks have run out of effect, not enough to attract attention, and have even created negative reactions, even causing artists to be boycotted.
Meanwhile, building an image in the hearts of fans is a long-term task, requiring sincerity, perseverance and patience.
The image of an artist can be transformed into a brand, can be exploited for many years, in many different fields, in many different ways. Artists should build a solid brand foundation to be able to develop for a longer time instead of seeking attention in moments," the expert emphasized.
