HCM CITY — An increasing number of albums by local artists have been released recently. In the first three weeks of October alone 20 albums have hit the shelves, a sharp rise from the usual four or five albums per month.
Old time favourite Van Truong has released Tinh Bo Vo (Lonely Love) and another classic voice, Thu Minh, has released I Do. Thanh Thuy‘s new album Co Hong (Pink Grass) hit record stores this month as did AC&M’s Khat Vong (Aspiration). Young and upcoming singers have also released work, including Mai Khoi with Hoa Dai (Wild Flowers), Phuong Vy with Chuyen Nguoi Con Gai (Story of a Girl), Nhat Thy with Ngay Khong Anh (The Day Without You), and Huong Giang with Chuyen Dong (Movement).
Composers have been hard at work and Tran Tien has released the self-titled Tran Tien. Do Bao has finished his second album in the Bow series Canh Cung 2 (The Bow 2), Nguyen Vinh Tien’s Ngoi Tren Vach Nang (Sitting on the Sunlight’s Wall) is now on shelves and overseas Vietnamese singer-songwriter Viet Cuong released two albums; Trai Tim Khong Gia (The Ageless Heart) and Tim Lai Toi Giua Co Don (Finding Myself in the Loneliness).
New sensations
Tran Tien’s self titled work has caused a sensation in musical circles and received praise from critics and fans alike. Produced by the composer’s niece Tran Thu Ha, Tran Tien is a tribute album and singers Tung Duong, Hoa Tran and David Tran perform some of Tien’s greatest works as a birthday gift to the composer. His work has been re-mixed in a contemporary style and has proved popular with young listeners.
The Bow 2 and Sitting on the Sunlight’s Wall follow a tried-and-true formula and do not depart from the composers’ signature folk-classical style, the albums include performances by Nguyen Ngoc Anh, Tuan Anh, Nguyen Thao, and Anh Tho.
Two HCM City Television Singing Contest winners, Thanh Thuy and Duc Tuan, have chosen to perform works by veteran composer Pham Duy, and Thuy’s new album Pink Grass is also in the lyrical style and shows her development as a singer is headed in the right direction.
Unlike previous mostly acappella work, boy band AC&M perform accompanied by instruments in their latest release Aspiration.
Marketing
This year has been different from other years in that many singers released albums last month, earlier than the traditional November launch. An employee of the Friends Love Music Company said that’s because Lunar New Year falls earlier this year in January, not February.
This year more singers have realised the importance of marketing and have released albums that may not sell well to gain exposure. Most new albums are accompanied by slick promotional material produced by professional photographers, make-up artists, and graphic designers.
"Maybe I won’t even be able to sell 1,000 CDs, but my profits come mostly from performances and advertising contracts, so releasing a CD is more promotional than profitable," said a young singer who wished to remain anonymous. "Thanks to my album release, I have become better known to managers and directors."
The trend for professional production has taken-off, and many stars are making the most of promotional opportunities, Quach An An has used French stylist Henry Hubert for her new album Q.A, and Japanese photographer Sobun Tsukikawa helped produce Le Hieu’s Hay De Anh Di (Please Let Me Go).
According to Hai Yen, an employee at the Idea Advertising Company, some of the bigger local enterprises have taken to giving albums as New Year’s gifts to customers, and singers are pouncing on this new opportunity to promote themselves. "Young singers can find sponsorship from businesses to help produce albums. It is an opportunity for singers to present themselves, and also a way to start a performance career, so they are releasing more albums than ever before," she said.