Viral" pressure and consequences from controversial products
In recent years, Vietnamese music has changed rapidly as digital platforms and AI have shortened production and spread. Just catching the trend, songs can be covered and reach millions of views. However, along with that is the trend of "viral at all costs" (coverage, spread). Many artists choose to exploit shocking elements, sensitive images or controversial content to attract attention.
The case of Jun Pham with the controversial MV "Truth or Dare" recently is a typical example. The product was reacted to because the content was not suitable, forcing him to remove it after receiving mixed opinions from the public and the Ho Chi Minh City Department of Culture and Sports intervened in the appraisal.
This move shows that chasing short-term effects can increase views but potentially pose risks to image and reputation, especially when audiences are increasingly sensitive to cultural norms.
This trend also reflects a great competitive pressure: Content explodes every day making it harder to stand out, forcing many artists to choose to attract attention quickly instead of investing in depth.
Besides, singer Jack (J97) also showed that his personal image was affected when abusing the song with controversial lyrics. Being involved in controversy not only affects the product but can also limit performance activities and lose public trust.
Not only Jack, Jun Pham, in the past time, a series of other Vietnamese music products have been involved in controversy because of the content and nonsensical lyrics as if copied by AI. Vo Le Mi's song "Biet yeu roi di" is famous on TikTok, but when the full version was released by the singer, it was met with many criticisms. The song has many lyrics considered meaningless such as: "Cung vo lay, cay vo lung, ma tung anh ghê"...
The more technology develops, the clearer standards must be
AI opens a new chapter for music, from composing and orchestration support to vocal reproduction, bringing more tools to artists. However, this ease raises questions about the real value of the product.
Music expert Tran Duc - Music Market Analysis Unit Music New commented that AI should be considered a supporting tool, which cannot replace the creative role of artists. However, an invisible pressure that artists are facing is that they themselves also have to face 100% AI-generated products. Many AI-generated products have become hot, collecting hundreds of millions of listens and views. Meanwhile, many artists release well-invested music products but are overshadowed in the music race and prestigious charts in Vietnam. It is from this pressure that many artists choose products with shocking words and images to create attraction, increase attention but backfire.
Notably, management agencies are strengthening content control. The Ho Chi Minh City Department of Culture and Sports has repeatedly emphasized the rectification of performance activities, requiring products to comply with regulations on content and fine customs and traditions. This shows that the market is entering a stage of tightening standards, no longer a "gray area" for controversial products.
In that context, artists are forced to choose a clear direction. Instead of chasing short-term trends, investing in music quality, content and long-term images becomes a vital factor. Meticulous products, rich in artistic value, still have the ability to survive sustainably and gain a foothold in the hearts of audiences.
