Young singers are gradually overshadowing the "golden generation" of VPop.

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

Noo Phuoc Thinh is one of the young singers who openly shares his performance schedule on his personal page so that fans can easily follow and support him. His recent monthly schedule includes over 30 shows in 24 days, across various provinces and cities both domestically and internationally. Along with Noo Phuoc Thinh, Dong Nhi, Son Tung... are also sought-after names by event organizers, music promoters, and brands targeting the general audience.

Thanks to the development of social media and online music platforms, young talents like Noo Phuoc Thinh and Dong Nhi can easily create new trends, instead of pursuing the genres that their predecessors have already succeeded in. On online music charts, the balance always tips towards the younger generation. Son Tung M-TP is an example. Attracting over 23 million listens in less than 5 days after its release, his song "Chắc ai đó sẽ về" (Perhaps Someone Will Come Back) set a new record for a Vietnamese song. Before that, with "Cơn mưa ngang qua" (A Passing Rain), he helped convince young audiences to accept the fast-paced, catchy electronic music of the Underground scene.

Son Tung, Noo Phuoc Thinh, the 365 group... are typical representatives of catchy and visually appealing Pop music.

With the era of physical CDs over, music videos (MVs) have become the new tool for measuring the popularity of musical products. MVs by Noo Phuoc Thinh, Dong Nhi, and Bich Phuong consistently top music charts on the internet and television. Beyond just catchy songs, their meticulous investment in visuals, fashion styles, and choreography demonstrates their keen ability to grasp the tastes of today's young audience. Except for established names like Dam Vinh Hung and My Tam, who regularly release music videos, the realm is now largely dominated by young singer-songwriters.

Phuong Thanh – representing the older generation – commented: "Although the current generation doesn't have many outstanding vocalists, their performances are very lively and modern, very pleasing to the eye. Some have good voices like Trung Quan, dance well like Dong Nhi, or are 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 on their phone and laptop. My two-year-old granddaughter is constantly babbling 'It's me from yesterday'." Looking at the banner introducing the singers in front of Hoa Binh Theater, she said: "The names of our idols are becoming increasingly scarce."

Music award ceremonies, both new and old, also show a clear shift. After years of consistently honoring established artists, the 2014 Green Wave Awards boldly placed singers like Dam Vinh Hung, Tuan Hung, Ho Ngoc Ha, Le Quyen, and Cam Ly in a "golden list" for veteran singers. This shifted the focus to younger artists in the voting categories, aligning with current popular listening trends. Not only the Green Wave Awards, but also young names like Noo Phuoc Thinh, Dong Nhi, Minh Hang, Vu Cat Tuong, Son Tung... have been dominating various music award ceremonies. Most recently, 11-year-old Phuong My Chi surpassed many big names to win the "Favorite Song" award of 2014, as voted by the audience.

In one way or another, music producers subtly incorporated messages about generational transition into their programs. At the Yan Vpop 20 Awards 2013, young singers not only performed their own hits but also recreated hits by their seniors. Noo Phuoc Thinh performed a medley of "Tinh Thoi Xot Xa" and "Ben Em La Bien Rong," songs associated with the names of Lam Truong, Thanh Lam, and others. Dong Nhi performed with Thu Minh for the first time and received sincere encouragement from her senior colleague.

Dong Nhi (left) confidently performs a duet with Thu Minh in the familiar song "Hot" by the senior artist.Tat this year's awards ceremonyThe entire performance was handled by young talents, with songs that had previously brought success.It's them.

Meanwhile, the big names that dominated Vpop for over 10 years are tending to slow down to maintain their position and image. On the other hand, they are also proactively giving way to the younger generation.

Quang Dũng focuses on attracting middle-aged audiences with more upscale and less crowded venues like tea rooms. Đàm Vĩnh Hưng holds dedicated concerts for his loyal fans, with clearly defined criteria, ranging from budget-conscious audiences (maximum ticket price 500,000 VND) to high-income earners (maximum ticket price 5 million VND). Đan Trường and Thanh Thảo also have regular shows, but they have largely disappeared from Ho Chi Minh City and Hanoi, only performing in provinces or touring abroad. Mỹ Tâm, Phương Thanh, and Cẩm Ly, on the other hand, maintain their popularity but also reinvent themselves in different fields such as judging and acting. Their common trait is increasingly selective about the venues they perform on to maintain their image and position, catering to their specific audience.

Phuong Thanh confided to VnExpress: "Our generation has been on stage long enough, and we've experienced all the glamour. Our current job is to preserve our reputation and encourage the next generation to develop, not to compete with them." Recently, My Tam, Dam Vinh Hung, Dan Truong, Ho Ngoc Ha... have also refused to participate in music awards or proactively asked fans to stop voting, giving opportunities to younger artists. They are happy to switch to the role of award presenters, as a recognition of the achievements of the younger generation.

The "dream team" of the Green Wave era 10 years ago reunited at a joint music show in 2014. They organized it together to satisfy their passion rather than for profit.

However, older generation artists remain concerned because young singers today haven't truly created their own unique musical style. Many appear and perform in a style that's "similar" to Korean music. Composer Thanh Bui commented on the musical aesthetics of young singers in recent years: "Their performance style is closer to the world, but the depth hasn't changed much. The current VPop generation is too heavily influenced by KPop. But KPop learns from Europe and America, and we should learn from the original, not copy. Many people don't understand that most KPop music is written by international artists, not Koreans."

Furthermore, the controversies surrounding the musical products of young singers have also disappointed many people when compared to the achievements of the previous generation. Several hit songs and music videos have been repeatedly accused by music lovers of plagiarism and imitation of international works.

To cater to a younger audience, many Vpop musicians and singers tend to "simplify" themselves with "instant noodle" songs. The lyrics and content of many songs are considered nonsensical and uncivilized, such as the rap songs "Ba thằng bạn" (Three Friends) and "Khu tao sống" (My Neighborhood) by rapper Karik. Some music videos with shocking imagery, such as the scene of a young woman undressing in the music video "Anh không đòi quà" (I Don't Ask for Gifts), suddenly became a "phenomenon" but quickly fell into oblivion when it was discovered that they borrowed ideas from China. In the underground music scene, many songs appear with vulgar lyrics. Last year, the Ministry of Culture, Sports and Tourism had to remove two songs by Yanbi and Mr.T because of lyrics that were considered inappropriate and against Vietnamese customs and traditions, and also imposed administrative penalties on music websites that uploaded these songs.

Singer Dong Nhi explained that in her time, she and her colleagues had more favorable conditions to become famous. But according to her: "Taking advantage is easy, but maintaining a stable position like those who came before is difficult. I always remind myself to be serious about my profession, not to be arrogant, to know where I stand, and to always improve what I lack."

According to VNE