Young singers gradually overshadow the 'golden generation' of VPop

The "power" transfer in the music industry between the "golden" generation of artists of the Blue Wave 10 years ago and the younger generation of singers is increasingly clear and profound.

Noo Phuoc Thinh is one of the young singers who publicly posts his performance schedule on his personal page for fans to follow and cheer him on. His recent monthly performance schedule has about 30 shows in 24 days, in all provinces and cities in and outside the country. Along with Noo Phuoc Thinh, Dong Nhi, Son Tung... are also sought-after names by event organizers, music show producers, or brands and trademarks targeting the general audience.

Thanks to the development of social networks and online music sites, young names like Noo Phuoc Thinh and Dong Nhi easily create new trends, instead of pursuing the music genre that their seniors have succeeded in. On online music charts, the balance always leans towards the next generation. Son Tung M-TP is an example. Attracting more than 23 million listens in less than 5 days of release, his song "Chac ai do se ve" has set a new record for a Vietnamese song. Before that, with "Con mua ngang qua", he contributed to convincing young audiences to accept the fast, catchy electronic music of the Underground world.

Son Tung, Noo Phuoc Thinh, group 365... are typical representatives of catchy and eye-catching Pop music.

When the era of CDs and DVDs has passed, MVs are the new tool to measure the popularity of music products. MVs of Noo Phuoc Thinh, Dong Nhi or Bich Phuong continuously lead music charts on the Internet and television. Not only focusing on catchy songs, careful investment in images, even fashion style and choreography shows the ability to quickly grasp the tastes of today's young audiences. Except for old names like Dam Vinh Hung, My Tam who still regularly release products... music videos are now almost the playground of young singers and musicians.

Phuong Thanh - representative of the previous generation - commented: "Although the current generation does not have many outstanding singing voices, they have very lively and modern performances, which are very pleasing to the eye. There are some with good voices like Trung Quan, good dancers like Dong Nhi, or perfect in appearance, voice and style like Noo Phuoc Thinh". Ms. Bao Anh (District 3, Ho Chi Minh City) shared while waiting for her child at an online music awards ceremony: "My child now only listens to Bui Bich Phuong and Noo Phuoc Thinh via phone and laptop. My grandchild is only two years old but all day long he babbles 'It's you of yesterday'". Looking at the banner introducing singers in front of Hoa Binh Theater, she said: "The names of our idols are becoming more and more sparse".

Music award ceremonies, both new and old, also show a clear reversal. After many years of continuously honoring old faces, Blue Wave 2014 boldly placed singers Dam Vinh Hung, Tuan Hung, Ho Ngoc Ha, Le Quyen and Cam Ly on a "golden list" for veteran singers. Thereby, focusing on the younger generation in the voting board in line with the current listening trends of the majority. Not only Blue Wave, young names Noo Phuoc Thinh, Dong Nhi, Minh Hang, Vu Cat Tuong, Son Tung... took turns "sweeping" all music award ceremonies. Most recently, 11-year-old girl Phuong My Chi also surpassed many big names to win the "Favorite Song" of 2014 voted by the audience.

In one way or another, music producers have also quietly incorporated messages about generational transition into their programs. During the Yan Vpop 20 Awards 2013, young singers not only performed their own hits but also recreated the hits of their seniors. Noo Phuoc Thinh performed the medley Tinh thoi thot xa - Ben em la bien rong, which are associated with the names of Lam Truong, Thanh Lam... Dong Nhi performed for the first time with Thu Minh and received very sincere words of encouragement from her seniors.

Dong Nhi (left) confidently sang a duet with Thu Minh in her senior's familiar song "Hot".Tat this year's awards ceremony, the entire performance was performed by young faces, with songs that had made the successthemselves

Meanwhile, the names that have made waves in Vpop for over 10 years are slowing down to maintain their position and image. On the other hand, they are also proactively giving the playing field to the younger generation.

Quang Dung focuses on conquering middle-aged audiences with luxurious and less crowded spaces such as tea rooms. Dam Vinh Hung holds separate music nights for loyal fans, with clearly divided criteria, from ordinary audiences (maximum ticket price of 500,000 VND) to high-income earners (maximum ticket price of 5 million VND). Dan Truong and Thanh Thao also have regular shows, but they "disappear" in Ho Chi Minh City and Hanoi, only singing in the provinces or touring abroad. My Tam, Phuong Thanh, and Cam Ly have maintained their form, but have not forgotten to renew themselves in different fields such as judges, actors, etc. They have in common that they are increasingly selective in choosing stages to maintain their own image and position, suitable for their own audiences.

Phuong Thanh confided to VnExpress: "Our generation has stood on stage long enough, and has experienced all the glory. The current job is to preserve the reputation, to encourage the next generation to develop, not to find ways to compete with them." Recently, My Tam, Dam Vinh Hung, Dan Truong, Ho Ngoc Ha... also refused to participate in music awards or actively called on fans to stop voting, giving the opportunity to their juniors. They are satisfied when they switch to the role of award presenters, as a recognition of the achievements of the younger generation.

The "Dream Team" of Blue Wave 10 years ago had the opportunity to reunite in a music show organized together in 2014. They joined hands to organize it to satisfy their passion more than to make a profit.

However, artists of the previous generation are still concerned because young singers today have not really created their own music genre and style. Many people appear and perform "similarly" to Korea. Musician Thanh Bui commented on the musical aesthetics of young singers in recent years: "Their performance style is closer to the world, but the depth has not changed much. The current generation of VPop is too influenced by KPop. But KPop learns from Europe and America, and we should learn from the original, not from copies. Many people do not understand that most Kpop music is written by international artists, not Koreans."

In addition, the noise about the music products of young singers also makes many people disappointed when comparing with the achievements left by the previous generation. Some songs and MVs that have caused a stir have been repeatedly "accused" by music lovers of plagiarism and imitation of international music.

To serve young audiences, many Vpop musicians and singers also tend to "easy-going" themselves with "instant noodle" songs. The lyrics and content of many songs are considered nonsense and uncivilized, such as the rap songs "Three friends" and "Khu tao song" by rapper Karik. Some MVs with shocking images such as the undressing of a young woman in the MV "Anh khong doi qua" also suddenly became a "phenomenon" and then quickly fell into oblivion when it was discovered that they borrowed ideas from China. Particularly with underground music, many songs appear with vulgar lyrics. Last year, the Ministry of Culture, Sports and Tourism had to decide to remove two songs by Yanbi and Mr.T because the lyrics were not in accordance with public morality, and at the same time administratively fined the music sites that posted these songs.

Singer Dong Nhi explained that in her time, along with other colleagues, there were many favorable conditions to become more famous. But according to her: "It's easy to grasp a position, but it's difficult to maintain a stable position like the seniors before. I always remind myself to be serious about my career, not to be arrogant about myself, to know where I am and always cultivate what I lack."

According to VNE