Sony Music and YeaH1 Group Commit to Elevating Vietnamese Culture Globally

Strategic Breakthrough for V-Pop

Immediately following the announcement, SYE Holdings officially debuted UPRIZE, Vietnam’s premier idol boygroup. The group emerged from the survival reality show "Show It All" (Tan Binh Toan Nang). This collaboration between Sony Music Group and YeaH1 Group is expected to create a significant breakthrough, enabling V-Pop artists to penetrate international charts and regional playlists.

The UPRIZE lineup features seven members: Cuong Bach, Phuc Nguyen, Lam Anh, Duc Duy, Wonbi, Duy Lan, and Long Hoang. 

Diverging from the "one-hit wonder" model, this partnership focuses on professionalizing talent management and supporting artists in building enduring career trajectories. This strategy ensures that artists not only excel on stage but also possess long-term commercial value across advertising, cinema, and general entertainment.

A Viable Model for Sustainability

Mr. Kenny Ong, Managing Director of SME Malaysia, Singapore & Vietnam, Head of Special Projects for Southeast Asia, and Chairman of SYE Holdings, stated: "Sony Music is dedicated to celebrating the unique cultural heritage of every market we enter. Our strategy is to build a 'viable model' for sustainable artist careers, where Vietnamese cultural identity is both cherished and cultivated. By blending indigenous creative flair with Sony Music’s world-class network, we are committed to ensuring Vietnamese talents have a robust career roadmap and a deserved presence on the international stage."

Ms. Ngo Thi Van Hanh, CEO of YeaH1 Group and a member of the SYE Board of Directors, emphasized the three essential resources YeaH1 contributes to the venture: deep domestic audience insights, international-standard production capabilities, and a multi-platform media ecosystem. "When these values resonate with Sony Music Entertainment’s global network, we are not just setting new benchmarks; we are creating a sustainable infrastructure for Vietnamese talent to step out into the world with pride in their own identity," she remarked.