Quiet cafes with live music in Vinh City.

Memories of live music cafes

A live music performance at a cafe in Vinh City. Photo: CSCC

There was a time when Vinh City was bustling with vibrant "cafés with live music." Names like "Thanh Nien" (near Vinh Market), Tuan Euro (at the Provincial Labor Culture House), and "Thoi Trang Tre" (near the intersection of six roads) from 1996-1999 are associated with the youth of generations born in the 70s and 80s... Enjoying drinks, listening to music, and having the opportunity to showcase one's own singing talent – ​​the "3-in-1" model – was the main attraction of these café-tea rooms. Appearing only a short time after larger cities like Saigon and Hanoi, live music cafés were a trendy choice for young people at the time. When they first opened, these establishments were packed every night.

Following the wave of the late 1990s, several live music cafes sprang up, but soon disappeared. In the early 2000s, Caligo (initially on Le Hong Phong Street, later moved to Xo Viet Nghe Tinh Street), Fill (on Dinh Cong Trang Street), Sonata (at the Labor Club's courtyard)... emerged, creating a new wave in the youth culture. However, these live music cafes lasted no more than five years at most before closing, leaving behind a sense of nostalgia for many generations in their 30s and 40s.

Playing music out of passion.

A band playing at a coffee shop in Vinh City. Photo: CSCC

Once a huge hit, finding a space where audiences can truly immerse themselves in the music is now very difficult. Recently, on a group called "CBMM," which specializes in reviewing Vinh City's food, a topic that attracted many young people's comments was: where to listen to live music. Many opinions acknowledged that in Vinh, finding a pub is incredibly easy, and there are plenty of cafes, but cafes that also offer live music performances are extremely rare.

A coffee shop invited a famous singer to perform for its audience. Photo: CSCC

Belonging to the early 80s generation, Ms. Quynh Huong from Truong Thi ward (Vinh City) recounted that a friend from afar recently visited her. “After sightseeing the city at night, we wanted to find a smoke-free space, simply to enjoy music, but we could only find one place…” She added: “Vinh people love music just as much as anyone else. But it seems that spaces for enjoying live music are quite scarce. While Hanoi, Ho Chi Minh City, or Da Lat always have many vibrant music venues, Vinh people have to scour the entire city just to find a few places to enjoy it.”

The music café that Quynh Huong mentioned belongs to Mr. Ho Bach Tuan. Coming from a music conservatory background, before owning a café, Mr. Tuan used to play keyboards in various live music cafés in Vinh City. Witnessing the opening and closing of many establishments, he decided to create his own space for himself and fellow musicians who are truly passionate and dedicated. His live music café was born, as a charming affirmation of the unique, stubborn "local" style of the "people of 37" (referring to Vinh City). Tuan said: “Actually, I initially opened the quán (restaurant/bar) to have a place to play music because of our shared passion. Luckily, we've been together for the past six years. The bond between the band members has created a unique musical style, suitable for civil servants, office workers, and professionals who are no longer young, but not yet old (under 40, under 50). These are the audience members who have been with my quán since the beginning. The band has also aged along with its audience. Our music is now gentler and more profound than before.”

Struggling to retain customers

The cafe was packed when there was a music event. Photo: CSCC

Unlike Mr. Tuan's café, which has a steady stream of customers every night, several smaller live music cafés in the city are still struggling to retain and grow their clientele. Without a fixed band, especially a singer, live music performances are not organized regularly, and are only considered occasional opportunities for audience members to socialize. These cafés primarily generate revenue from drinks, with little to no additional charges.

Speaking about this, Mr. Tuan also shared: For a live music cafe to survive, many factors are needed, among which quality is the number one priority. The band (including the singers) needs to be consistent and have its own style. If singers perform in many places, then the cafes will inevitably become similar, lacking differentiation. That's why, even during the pandemic, he still paid the band salaries to keep them with him long-term. He minimized staffing as much as possible, and the band members are all very versatile. Guitarist Hoang Tuan plays and sings rock with great passion, while the keyboardist can sing backing vocals and even act as MC... Currently, Mr. Tuan's cafe doesn't charge an entrance fee, but drinks are 30,000-40,000 VND more expensive per glass than other places.

Besides low costs, great live bands, and beautiful views, the quán (restaurant/bar) also needs to understand the audience's preferences, which are always drawn to novelty. Therefore, Anh Tuan's quán also tries every way to invite stars and famous singers to perform to attract audiences. Most recently, at the end of 2022, the quán organized two shows featuring two male singers, Tuan Hung and Dinh Manh Ninh. Previously, there were singer Ha Le and the band Uoc Mo Xanh... “Most singers come to perform out of affection, not for the same fee as elsewhere. For shows, we give the singers all the money we earn. With the lowest show price being 500,000 VND, and higher prices ranging from 800,000 to 2 million VND (depending on seating location), it's still difficult to sell tickets at those prices in Vinh City. Unfortunately, while singers could earn less than elsewhere, lowering ticket prices is something the management company doesn't agree to, because it's about the singer's reputation and prestige. Although it takes a lot of effort, we are very happy to gain 'affection' from it,” said Mr. Ho Bach Tuan.

Talking about trends means talking about a period. It's clear that this is a period where the demand for entertainment among the people of Vinh City is growing. The question is, after all the enthusiasm and significant investment, will these live music cafes be able to survive in the long run? No one knows for sure, but it's important to affirm that these are healthy places for people to have fun, relax, and date. In the vibrant flow of life, live music cafes are a highlight, enlivening the cultural and entertainment landscape for the city's residents. And surely, these cafes will be a beautiful part of the youth of future generations of Gen Z.

Nguyet Anh