After 9 months of being banned from performing and the noisy lawsuit with Bich Tuyen and her husband, Dam Vinh Hung released the album "Youth doesn't belong to cry" and the opening MV "Don't ask me that way" but has not created a strong influence. Although it was the title track, the MV only reached 640,000 views after 6 days of release - a small number compared to the male singer's name.
Dam Vinh Hung affected by noise
Talking to Lao Dong reporter, media crisis management expert Nguyen Ngoc Long commented that the noise has significantly affected Dam Vinh Hung's new MV.
Dam Vinh Hung's music products have not created attraction on social networks: "Dam Vinh Hung's return in the current context is a very typical case of "Not being able to create heat is just a name" - Mr. Long commented.
We are living in a constantly fluctuating music market, where the attention of the audience is a scarce and difficult resource to grasp.
Expert Nguyen Ngoc Long analyzed, In that context, an artist who has been absent for a long time, has been involved in personal scandals and was administratively punished, clearly no longer has the media advantage as before.
In the media, he has just returned after 9 months of being banned from performing, and was immediately involved in an incident related to "invitation - not being invited" in An Giang. I think that this incident further eroded Dam Vinh Hung's personal image.
The public is no longer easily stimulated by vague scandals or controversial PR tricks. They are much more alert and strict.
According to Mr. Long, the 9-month ban on performing greatly affected Dam Vinh Hung's image.
In addition, the lawsuit with singer Bich Tuyen and her husband also seems to have forced Dam Vinh Hung to face an anti-fan group.
Of course, I do not comment on that incident, I do not complain about right and wrong, I also do not have any opinions about the music in Dam Vinh Hung's new product. I just felt that he was bringing old-fashioned thinking to the new product. In the context of such many changes, Dam Vinh Hung should probably do "something else", instead of naturally releasing an album like before."
Need for change when the music market has changed too much
Commenting on the current music market, media expert Nguyen Ngoc Long analyzed: Current audiences have an increasingly high taste in music aesthetics, accessing many new, modern and international music genres. In just the past 2 years, the music market has changed a lot. Meanwhile, Dam Vinh Hung's music still seems to have an old feel, repeating himself".
Sharing the same view, media expert Hong Quang Minh said that Dam Vinh Hung's album this time is still following the old way: "Dam Vinh Hung still chooses to make old music: meticulously, in a personal style, storytelling with emotions, with this way of making it viral ( spreading) is difficult to compare with products with a content "viral" strategy.
According to expert Hong Quang Minh, the context of the Vietnamese music market has now operated much more completely, from the thinking of the audience to the new generation of artists. The audience prioritizes speed, surprise, controversial factors or easy-to-share content.
Most young audiences today no longer listen to music according to the album model as before, they access music through TikTok, playlist, YouTube trending or hook viral (catching music, easily becoming a trend on social networks).
The concept of hot is no longer purely a quality product, but also depends on the strategy of creating touch points, from teasers, song names, how to create social media effects to surprising collaborating, Mr. Minh analyzed.
It can be seen that at a time when the Vietnamese music market is changing strongly with the trend of rejuvenation, attracting attention with tricks or old music making thinking and promotional methods cannot be effective.
On the positive side, Dam Vinh Hung's release of an album instead of investing in a single product shows his seriousness when returning.
Watching the MV also recognizes Dam Vinh Hung's strengths, when the male singer invests carefully in the image, camera angles, setting, costumes... However, amid the fierce competition, that only helps Dam Vinh Hung maintain a certain number of loyal audiences.
To conquer a new audience, the male singer needs to have many new breakthroughs when the market has had too many changes.
