The Vietnamese music scene has seen many new releases but none is strong enough to spark a wave in media or artistry. YouTube’s trending music charts feature familiar names, yet most fail to leave a lasting mark.

Topping the charts is Ha Nhi’s Sau ngan nay nam (tentatively translated as After all these years). Released 12 days ago, the MV has attracted 2.6 million views, a satisfactory figure given the current market. The ballad, a genre popular in Vietnam, benefits from limited competition, securing a high ranking. However, its MV lacks strong media impact, focusing on post-breakup regret rather than a romantic storyline.

Following her buzz from Chi dep dap gio Season 2, the Vietnamese version of the Chinese TV program Sister Who Make Waves (Ride The Wind) Thieu Bao Tram released Khong loi (No words) in light R&B pop style, in solo and duet versions with Miu Le. 

However, critics commented that Tram dare not go beyond the safety line, and therefore, the song lacks a standout edge. It was expected to create a breakthrough after the reality show, but Thieu Bao Tram's new music product has yet to create a widespread effect.

Phung Khanh Linh took a new direction with KHOC BLOCK, blending alternative rock and pop-punk. After years of emotional pop, her MV garnered just 130,000 views in four days on YouTube. Fans appreciate the experimentation but note the song lacks a climax and needs better lyrics.

One of the notable comebacks is Dam Vinh Hung with the album Thanh Xuan Khong Phai De Khoc (Youth is not for crying), including 14 songs in collaboration with many famous musicians, featuring 14 tracks with notable songwriters like Dong Thien Duc, Bui Cong Nam, Huu Minh, and producer Drum7. 

However, the male singer's new product had a lower effect than expected. The MV "Dung Hoi Anh Nhu The” (Don't Ask Me Like That), the thematic song, only reached 570,000 views after five days of release. This is a modest number compared to Dam Vinh Hung's reputation.

Dam Vinh Hung said he has shifted from his signature “shouting” style to a softer, more introspective approach to suit current tastes. However, recent scandals, including a performance ban and a lawsuit with American billionaire Gerard Williams, ex-husband of singer Bich Tuyen, likely impacted his appeal.

Em xinh Say Hi to create “waves”?

In contrast to the sluggish solo market, the music show Em Xinh Say Hi, featuring 30 young artists, shows promising signs and could become a new “spark” for Vpop in summer 2025.

The show’s theme MV, The Real Aura, released four days ago, holds second place on YouTube’s Vietnam trending music chart with nearly 900,000 views—a strong result amid the market’s struggles.

Beyond the theme MV, performances from the show’s first episode also gained traction. Da Xinh Lai Con Thong Minh (Beautiful and Smart) and AAA both entered the top trending after only 15 hours of broadcasting, holding positions 10th and 7th, respectively. 

This success comes from the thorough investment in image, choreography, and music style with Y2K and Y3K influences, trends that are popular with young audiences. 

Em Xinh Say Hi is built on the model of the show Anh Trai Say Hi, a social media phenomenon in the summer of 2024. Accordingly, the artists are divided into teams and produce completely new music.

With effective stages, MVs can easily reach the top trending, creating a new wave in the market. In 2024, the shows Anh Trai Say Hi and Anh Trai Vuot Ngan Chong Gai, the Vietnamese version of Chinese ‘Call Me By Fire”, created their own battle, forcing many independent artists to consider the release time to avoid conflicts.

If the producer can maintain the quality of its products and high frequency of appearances, Em Xinh Say Hi can become the "summer warhorse" of Vietnamese music in 2025. The presence of young artists, a fresh, modern style, and a communication strategy are helping the program take its first effective steps.

Tinh Le