The race to promote brands through music
On the evening of May 22, the Organizing Committee of the event "K-Star Spark in Vietnam 2025" officially opened ticket sales for the third time for all audiences. After 2 failures when queuing to buy tickets online, many fans patiently waiting for the solution of the exclusive ticket distribution platform CTicket.
Trinh Chi (27 years old, Hanoi) said: At exactly 20:00, I clicked on the ticket purchase link, the waiting screen showed the queue number of more than 17,000. Although the waiting distance is quite long, I still breathe a sigh of relief because this time I can still log in.
After a successful sale, about 30,000 tickets were swept away after 2 hours. This time, some fans only encountered minor errors such as not being able to log in and fill in payment information many times before being accepted.
Previously, concerts with the participation of foreign guests or famous domestic artists were also of public interest with tens of thousands of attendees. Music events become effective communication and promotion channels for program organizers and sponsors.
Talking to Lao Dong, Mr. Nguyen Ngoc Long - a social media expert - commented: "Currently, there are a series of brands entering a "race to promote brands through music", from programs such as the concert "Call Me by Fire", "Rap Viet Concert" to music festivals of brands... with increasingly improved frequency and quality. The public has begun to pay attention and have high expectations for large-scale events held domestically.
Expectations from the organization
Large-scale music events and concerts require careful investment in all aspects, starting right from the customer care stage when booking tickets to attend.
For example, according to Korea Herald, on the day of the official ticket sale for G-Dragon's 2 concert "Übermensch" in Korea (evening of September 29-30, 3), Coupang Play platform (Korea) recorded 240,000 online ticket purchases at the same time. However, 64,000 seats were sold out after only 16 minutes, showing the professional and smooth operation of the ticket sales platform and the organizer.
Media expert Nguyen Ngoc Long assessed that inviting famous international artists to participate in events in Vietnam is a bold, ambitious and strategic country. However, the final result depends on whether the units are able to organize, transmit and control public emotions throughout the concert journey or not.
In order to meet the expectations of the audience when organizing the event, Mr. Long said that designing a risk control strategy from the beginning as a core part of the implementation process. Besides, it is necessary to think of the role of "celebrities" in the campaign. They cannot be just a trick, but it must be the soul of the event, associated with the brand journey logically and in depth.
At the same time, it is necessary to invest in user experience, from advertising, ticket sales systems, customer care... to event organization.
If you have invited international artists, prepare for an international organization level, with careful backup scenarios, from technique, security to fan community management. Limiting risks in music communication campaigns does not lie in avoiding collisions - but in the ability to control expectations, design a reality experience worthy of promising communication and always put the public at the center of every small decision" - Mr. Long said.
