The story behind the concert series with tens of thousands of spectators

Above all is gratitude

The concert exploded, leading to unprecedented production pressure. At times, we worked 3, even 4 times more than before, running the program until morning. After each long night of performance, the crew had to wait for the body to recover. Through many projects, we learned how to adapt to the dense pace and establish new discipline so as not to collapse halfway.

The general director profession is not for people lacking endurance. When many creative industries enter the peak commercial season near the Binh Ngo Tet holiday, Tet is my stopping point again. I accelerate during the year and conserve energy at the end of the year. Some people ask if success gives me the right to choose or reject the project, I dare not answer. What makes me happier is that when I return to my hometown, the aunts and uncles realize that I am a "director". That's enough!

Although standing behind many big concerts, I still see the relationship between the general director and the music market in the form of "accompaniment". A successful concert is the result of a whole chain of operations: organization, infrastructure, personnel, technology... The general director is only a part of that system.

Behind me is a whole crew. What keeps us together is not the aura, but the feeling of conquering difficulties together. This profession is easy to burnout (exhausted), but because of that, the moment of success becomes valuable. We are both stressed, both nervous, and when we succeed, we burst into tears together.

If we have to summarize in one sentence, last year was not the year I was known more, but the year the market began to form awareness of the manufacturing industry. And I expect 2026 to be a year of complete market explosion, creating a concert ecosystem that is complete enough to promote the cultural industry.

The most interesting change in the last two years is that audiences are starting to talk about production. About 5 years ago, the market only revolved around ticket prices and singers. In the last 2 years, audiences have talked about organization, operation, personnel, equipment, infrastructure. The fact that audiences look at the operating layer forces the market to professionalize, and that professionalism lies in the production chain, not just in artists.

More demanding audience, professional standards increase accordingly

Speaking of the most memorable moment of 2025, it was the night ending the "Anh Trai Vuot Ngan Chong Gai" concert series. The 8th concert night closed, but the audience did not leave the stadium. Tens of thousands of people stood still, singing in unison "Khong Ve Dau". I looked down at the stage, everything seemed to be kept for a very short but very long time. Having to turn off the lights to end was a heavy decision, no one wanted to leave, including me. If 2025 teaches me one thing, it is to learn how to end when everyone still wants to stay.

Besides that moment, I am proud of the stages that have created the identity for the concert series. Many people mention "Trong com", "Me yeu con" or "Tinh anh ban chieu". I am happy that folk culture steps out onto modern stages without being disguised as nostalgia.

Trong Com" is a meeting between Soobin's village spirit, Tu Long's traditional spirit and the youthful rhythm of the crew. "Mother Loves You" made 360 people in the studio cry in the first performance and made the audience outside the stage shed tears many times.

However, the biggest difficulty for me is personality management. "Anh trai vượt ngàn chông gai" gathers 33 artists, each with a color, a point of view, a personality and an artistic ego. Initially, I also calculated wrongly. How to keep their quintessence without turning it into chaos? We choose to speak frankly but constructively. Fortunately, you give me understanding and trust.

A series of concerts lasting more than 6 hours is also a problem. I used to worry that the audience would be tired, bored, and would leave the stadium. But the feedback changed me. Many people fly from abroad just to watch for one night. You want to hear everything, meet everything, watch everything. Watching the audience "party", I want more performances. Sometimes I also feel guilty for being too long, but music always belongs to those who are willing to stay until the end.

Last year, the stage took me so far that I temporarily left the MV. I didn't give up the MV, it's just that the stage lights fascinated me for too long. I hope to do both in the future, because it's both a passion.

Looking back at a year and being told about this journey doubles my joy. Finally, I send my wishes to colleagues for good health and together create a vibrant market with 3 things: Higher professional standards, more demanding audiences but higher profits for the industry. These are very necessary things for the current cultural industry.