A Catalyst for the Professionalization of Vietnamese Music

Laying the Foundation for New Benchmarks

This strategic partnership between Sony Music—one of the world’s "Big Three" music conglomerates—and YeaH1, Vietnam’s leading entertainment firm, is expected to provide a structural catalyst for the market. While Sony Music contributes a global distribution network, operational expertise spanning over 100 countries, and international talent management standards, YeaH1 offers deep-rooted advantages in content production, domestic consumer insights, and a multi-platform media ecosystem.

This synergy aims not only to introduce Vietnamese artists to the global stage but also to construct a systematic "runway" for the long-term development of the nation’s music. Ms. Ngo Thi Van Hanh, CEO of YeaH1 Group and a member of the SYE Board of Directors, emphasized: “This is the first time a joint venture between a domestic enterprise and a global music corporation has been designed with a long-term vision, focusing on building infrastructure for artist development rather than pursuing short-term viral phenomena or fleeting social media bursts.” Only when artists are integrated into a professionally managed ecosystem can Vietnamese music achieve sustainable growth and confident international integration.

According to Mr. Kenny Ong, Managing Director of Sony Music Malaysia, Singapore & Vietnam, Head of Special Projects for Southeast Asia, and Chairman of SYE, the core strategy is to build a viable and sustainable career model for Vietnamese artists. Within this framework, cultural identity is not diluted during globalization but instead serves as a competitive advantage. Professionalization, as defined by SYE, involves standardizing training, production, distribution, and commercialization processes while simultaneously respecting indigenous creative values.

Addressing concerns regarding "K-pop-ization" due to the involvement of South Korean experts and consultants, SYE representatives clarified that this collaboration stems from practical requirements. Traditional training for international-standard artists typically spans two to three years, whereas current projects allow for only approximately 10 months of preparation. Engaging experts from Asia’s leading entertainment industry serves to expedite the training process, ensuring young artists quickly acquire essential skills. Nevertheless, the music, spirit, and cultural essence remain inherently Vietnamese.

SYE Artists: From Rigorous Training to Long-term Roadmaps

The event also saw the debut of the boy band UPRIZE alongside SYE’s roster of independent artists. UPRIZE is the first group in Vietnam to emerge from "Show It All," a survival reality program designed under international idol-training standards.

From thousands of applicants nationwide, candidates underwent rigorous training led by a combined team of Vietnamese and South Korean experts. The process culminated in the selection of seven outstanding members: Cuong Bach, Minh Quan (Wonbi), Long Hoang, Duy Lan, Duc Duy, Lam Anh, and Phuc Nguyen.

The official poster of UPRIZE

According to SYE’s strategic plan, 2026 will be a pivotal year for UPRIZE, beginning with the phase of defining their artistic identity. The group is scheduled to release their debut music video and album in April 2026, followed by a second album in September. Parallel to their musical releases, UPRIZE will engage in interactive activities, including fan-signing events, product launches, and nationwide university tours. This roadmap is set to conclude with a large-scale concert for over 10,000 spectators—a rare milestone for a young group in Vietnam, reflecting the significant investment and high expectations of their management.

Ms. Ngo Thi Van Hanh stated that during the inaugural year, SYE will focus primarily on music to build a solid foundation for the group. However, with strategic consultancy from Sony Music, UPRIZE will have opportunities to participate in special collaborative projects, including partnerships with renowned regional groups—opportunities previously unprecedented in Vietnam.

SYE’s four independent artists: Ho Dong Quan, Thai Le Minh Hieu, Swan, and lighT.

In addition to the idol group model, SYE Holdings introduced four independent artists: Ho Dong Quan, Thai Le Minh Hieu, Swan, and lighT. Each artist is positioned with a unique musical persona and receives comprehensive support in production, distribution strategy, and personal branding. Rather than imposing a uniform mold, SYE facilitates free artistic development within a professional framework. This approach is considered a fresh perspective in the Vietnamese market. Amidst an expanding and increasingly competitive regional music landscape, the systematic training and management model of SYE is expected to serve as the cornerstone for a professional, creative, and identity-driven Vietnamese music industry on its path to international integration.