The online music market is bustling
Den Hau, Son Tung M-TP, Duc Phuc, Erik, Hoa Minzy, Ho Ngoc Ha... are all names that own YouTube channels that attract high views and subscriptions. Every time they release a new song, they aim for an important goal - to enter YouTube's Top 1 Trending.
With the MV "Cooking for you", rapper Denau once supported the Nuoi Em fund with a revenue of more than 400 million VND from more than 17 million views. It can be said that to achieve a huge number of views, most artists have to invest heavily in MV production and promotion.
Not only bringing huge profits to the people performing the song, the authors also benefit when the work is spread. In 2024, the Vietnam Music Authorities' Protection Center (VCPMC) reported that it had collected more than VND 393 billion in music copyright use fees, an increase of 14.2% compared to 2023.
Of which, revenue on websites and music applications, mainly from YouTube, is the highest, reaching over 305 billion VND.
Musician Giang Son shared with Lao Dong reporter that distributing on digital platforms is an inevitable trend of modern society. Thanks to the release channels, audiences can conveniently listen to music online, updating the latest albums.
In a music market, there should be many music charts. When looking at a trending list, there will be songs that are not really quality but only follow trends, and there are also good works that the audience can enjoy many times, said musician Giang Son.
Huge revenue from YouTube
In Vietnam, in 2024, the number of YouTube channels with a revenue of more than 100 million VND per year increased by more than 30% over the same period last year. Meanwhile, every year, Vietnam has hundreds of singers and artists launching music products, competing on the Top Trending.
MVs can earn millions, even hundreds of millions of views in just a few months. YouTube's music rankings have become a " fierce" race where MVs with billions of VND invested compete for rankings.
Talking to Lao Dong reporter, a representative of BH Media - a unit that supports hundreds of music channels developed on YouTube - said that for a music product, YouTube pays each video the revenue corresponding to the number of views and dependent on the territory. channel owners will receive 55% of total video revenue, YouTube will receive 45%. Of that 45%, YouTube deducts about 10 - 15% of total video revenue to pay for copyright fees.
YouTube has 2 sources of revenue to pay channel owners, one is for ads displayed on videos, the other is the YouTube Premium service package. Showing ads at the beginning, middle or end of videos are done by businesses collaborating with YouTube to reach viewers. Every month, YouTube also has more revenue from subscription packages to pay channel owners. If YouTube channel activates the money-making mode, the increase in monthly views will bring stable income to channel owners, shared a representative of BH Media.
For videos to appear on the Top Trends, and be recommended as top-notch, the publishing unit needs to invest in advertising costs, push videos into search keywords, and take many steps to increase interaction. Because YouTube is not an easy Paradise to conquer as thousands of videos are posted and distributed to viewers every day.
Because of the benefits paid on YouTube, singers and musicians are being paid large sums of money for their distributed products. The race for rankings on YouTube has turned this place into the main market for Vietnamese music, instead of the previous productions of albums, CDs, and DVDs.
