Shifts in music
After a long period of silence, Son Tung M-TP returned with the song "Come My Way", a product marking a different step in his career. Instead of choosing an easily accessible Vietnamese song like many previous hits, the male singer released a single entirely in English and collaborated with rapper Tyga.
In terms of music, "Come My Way" has Afrobeat and Amapiano colors, music genres that are popular in the international market. The song tells a simple love story but is placed in a modern music space, aiming for a wider audience. Despite receiving many mixed opinions about the melody and performance, the product shows Son Tung M-TP's ambition to step out of the safe zone after many years of dominating the domestic market.
Meanwhile, Noo Phuoc Thinh chose a different direction with the EP "Nhấc máy". Instead of releasing individual singles, the male singer built a project linked to the songs "Nhấc máy", "Gọi cho anh" and "Cuộc gọi cuối" revolving around the theme of calls in love.
A noteworthy point is that Noo Phuoc Thinh does not give up the strength of ballad and sentimental music that made his name. He collaborates with young producers like DTAP to bring a more modern color but still retain the familiar narrative quality. This is considered an effort to balance between innovating himself and maintaining the identity that has been recognized by audiences for many years.
For Chi Pu, the song "Mirror" is a shift in inner depth. After a period of bustling activities in the Chinese market, the female singer returns with a product that is more contemplative. Belonging to the dance-pop genre combined with EDM, "Mirror" does not focus entirely on entertainment elements but aims to tell a story about facing oneself and past experiences.
When artists no longer just chase after hits
The common point of new products lies in the fact that artists no longer set the sole goal of creating a song that is easy to spread. Instead, they focus more on building their own music world and expanding their own creative limits.
Son Tung M-TP experiments with new languages and ambitions to approach the international market. Noo Phuoc Thinh invests in EP models according to a consistent concept instead of releasing independent songs. Chi Pu builds a self-portrait album project with more meaningful personal stories.
This trend reflects the change of Vpop in recent years. If previously the race mainly revolved around views, charts or seasonal hits, many artists are now starting to pay more attention to shaping long-term identity. Audiences are also increasingly in need of enjoying products that are invested in ideas, stories and connectivity instead of just a catchy melody.
Of course, experimentation always comes with risks. Not every change is immediately welcomed. The debates surrounding "Come My Way" or the opposing opinions for the new directions of many artists show that the public still has certain expectations for established stars.
However, looking from a market perspective, this is a positive sign. The fact that artists with solid positions such as Son Tung M-TP, Noo Phuoc Thinh or Chi Pu continue to look for new directions shows that Vpop is moving instead of standing still in familiar formulas.
The success of a product can be measured by many different criteria, but innovation in musical thinking is the factor that helps the market maintain its vitality and create long-term development opportunities.
