The V-pop market in June became bustling with a series of new products from leading names in the youth music market such as Son Tung M-TP, Noo Phuoc Thinh, Toc Tien and Chi Pu.
The continuous appearance of large-investment projects has created a vibrant digital music market, while also leading to notable competitions in terms of attractiveness and coverage.
After 11 days of release, Son Tung M-TP's MV "Come my way" reached 29 million views, 1.2 million likes and about 46,000 dislikes.
Although it once achieved an impressive milestone of 1 million views after only 8 minutes of release, the current growth rate of the MV shows signs of slowing down, fluctuating around 1 million views per day in the last 3 days.
Usually, from the second week of release, the vitality of a music product no longer depends on the initial media effect but is determined by the ability to retain listeners.
With "Come my way", many opinions believe that the song does not have enough catchy melodies like Son Tung M-TP's previous hits. The choice of Afrobeat material and lyrics entirely in English also makes the product more picky for listeners compared to the Vietnamese music market level.
Besides, the MV is also involved in controversies related to the image of Lac bird and suspicion of occupying artistic elements from the work "Tan chi" by visual artist Le Giang.
Besides the controversies surrounding the product, the heat of "Come my way" is also significantly affected by the increasingly fierce competition in the market.
On June 2, Noo Phuoc Thinh marked his comeback after 4 years of absence with an EP with a consistent concept revolving around phone calls.
The project includes 3 main songs "Nhấc máy", "Cuộc gọi cuối" and "Gọi cho anh". The male singer invited Chi Pu to take on the female lead role throughout the MVs, creating a seamless story for the entire project.
Noo Phuoc Thinh's return has received great attention from the public, especially audiences who have loved the male singer for many years.
On June 6, Toc Tien participated in the V-pop race with the MV "Do You Still Love Me?". The product quickly attracted attention thanks to the romantic scenes between the female singer and actor Tran Ngoc Vang.
However, besides the visual element, the music part received many mixed opinions when it was assessed as not creating a highlight.
Just 1 day later, Chi Pu continued to stir up the market with the MV "Mirror", a product that paved the way for her debut album of the same name.
The song is composed by Vu Phung Tien, arranged by producer 2Pillz in the direction of Dance-Pop combined with EDM. The entire MV is made in China with cinematic images, using many layers of visual metaphors and lighting techniques to create a unique artistic space.
Although still achieving impressive views after nearly two weeks of release, the MV "Come my way" is gradually cooling down compared to the release time.
Besides the controversies surrounding the MV, the musical color that is picky about listeners and the continuous appearance of many new projects from famous artists have somewhat reduced the appeal of the product.
In the context of increasingly fierce competition, the ability to retain the audience is the decisive factor in the long-term vitality of a hit song.
