The market continues to heat up
In early August, the producer of "Anh Trai Vuot Ngan Chong Gai 2026" confirmed that the first 2 concert nights will take place in Ho Chi Minh City on October 17 and 18, 2026.
The fact that the performance schedule was announced when the television program had just gone nearly halfway showed that the concert was no longer an extended activity prepared after the broadcast season ended. The live event has become an important part of the brand development and exploitation strategy.
According to the introduced diagram, ticket prices for 2 concert nights range from about 1 million VND to 10 million VND. Compared to the first season, the highest ticket price increased significantly, immediately creating many discussions on social networks about stage location, accompanying benefits and the ability to meet viewers' expectations.
This price partly reflects the appeal of the "Anh Trai Vuot Ngan Chong Gai" brand. After the success of the previous season and a series of concerts held in many localities, the producer has a basis to continue expanding the scale. However, the old success also creates great pressure for the new season.
Audiences are familiar with the magnificent stage, the combinations of many artists and the strong community atmosphere. Therefore, "Anh Trai Vuot Ngan Chong Gai 2026" cannot just repeat the formula of previous successes. The program needs songs that are powerful enough to spread, artists who create an impression and a different concert script.
Two consecutive nights of performances are also a test for purchasing power. Audiences not only pay to listen to artists sing but also expect sound, lighting, stage effects, check-in areas, souvenirs and benefits commensurate with each ticket category.
Before these 2 concert nights, the domestic performance schedule was already quite dense. On September 6, Hoang Dung organized "Xoay tron concert" at Vinhomes Ocean Park 3, Hung Yen. This is the next step of the male singer in the journey to build his own performance brand, aiming for a group of young music lovers who are full of introspection.
On October 10th, "Sao concert station 3 - The stardom music festival" is scheduled to take place in Van Phuc City, Ho Chi Minh City. The large music festival model with many artists offers different choices for the audience, besides personal concerts or programs developed from reality TV.
Thus, in just over a month, the market has at least 4 notable concerts by Vietnamese artists including "Rotate Concert", "Star Concert Station 3" and 2 nights "Brother Overcoming Thousands of Thorns 2026".
The programs have different models, scales and audience groups, but all compete directly in terms of time and audience budget. One audience member may love many artists, but it is difficult to buy tickets for all events when you have to add travel, accommodation, costumes and souvenirs costs.
The dense performance schedule shows that the wave of Vietnamese concerts has not stopped after the summer. Previously, on the evening of August 1st alone, audiences were faced with many choices such as: "Opening the concert with closed eyes" by HIEUTHUHAI, "Phao Cuu Sinh" by Huong Tram, "VPBank Prime's night" and "Radio - Homeland Love".
On August 8 and 9, Phung Khanh Linh brought "Between Ten Thousand Tours" to Hanoi. August also has the program "Fatherland in the Heart", the music night "Thanh Tung - Legacy of Love" and many smaller events at theaters and tea rooms.
The change reflects the rapidly increasing demand for live entertainment. Vietnamese audiences are gradually forming the habit of spending money to buy tickets instead of just listening to music on online platforms or waiting for free programs.
Fan communities are also organized more methodically. Audiences actively prepare budgets, book transportation, do cheering projects and buy products related to artists. Concerts therefore become a part of cultural consumer life, especially among young audiences in big cities.
Gold mine" enters screening
The increase in the number of concerts opens up a large source of revenue for artists and producers. In addition to ticket sales, a program can also exploit sponsorship, souvenirs, online content, advertising and many sideline commercial activities.
The success of the brands "Anh Trai Vuot Ngan Chong Gai", "Anh Trai Say Hi" and concerts by My Tam, Ha Anh Tuan, SOOBIN, HIEUTHUHAI, Hoang Dung or Phung Khanh Linh shows that audiences are willing to spend money when the program is attractive enough.
However, the rapid increase in number does not mean that every concert can be successful. When the performance schedule is still sparse, the artist's name and curiosity can help the program sell tickets. In a dense market, the organizer must answer the question of why the audience should choose you instead of a series of other events.
The difference may come from the song category, the throughout story, stage technology or the level of interaction. "Anh Trai Vuot Ngan Chong Gai" has the advantage of a large cast of artists and a fan community formed through television programs. Hoang Dung approaches the public with personal colors, while large music festivals sell multi-artist experiences and festival atmosphere.
Each model serves a different audience group. Young people following idols have their own choices; independent music lovers find spaces that focus on listening quality; middle-aged groups choose heritage music nights; while outdoor music festivals aim for community experience.
This stratification shows that the market is growing. However, when audiences have more choices, quality becomes a decisive factor. A concert is currently evaluated from ticket sales to when viewers leave the venue.
Ticket prices will be the focus of the year-end competition. When the highest level of some programs reaches 8-10 million VND, audiences demand specific rights and commensurate experiences. Organizers cannot only increase prices according to the artist's heat, because the public's ability to pay is limited.
When many programs open for sale together, unreasonable pricing may slow ticket sales or force the organizing unit to increase incentives in the final stage. This not only affects revenue but also affects the image of artists.
Competition also takes place behind the scenes. Vietnam does not have many locations that meet the standards for tens of thousands of people's concerts. Suitable stadiums, urban areas and gymnasiums are often targeted by many units at the same time.
Technical human resources, sound and lighting equipment, screens and stage structures must also serve the event schedule continuously. When demand increases faster than supply capacity, organizational costs are pushed up, leading to risks if ticket sales do not meet expectations.
However, the impact of concerts is not limited to the music industry. A major event can lead to demand for aviation, hotels, transportation, food, advertising, fashion, printing, filming and souvenirs.
The fact that thousands of spectators move to a locality to see their favorite artists creates greater value than ticket sales. If organized methodically, concerts can become a product of tourism and night economy instead of just a single entertainment program.
Vietnamese concerts are therefore still a "gold mine" for artists, businesses and localities. However, this "gold mine" is not for programs that only rely on popularity or the fear of missing out of fans.
After a period of explosive quantity, the market is entering a quality screening. The important measure is not how many concerts are organized but how many programs make the audience feel that the money and time spent are worth it.
