YEAH1 GROUP AND SONY MUSIC ANNOUNCE STRATEGIC JOINT VENTURE

The partnership between Sony Music, part of the wider Sony Music Group, and YeaH1 Group, with its strength in content production and deep understanding of the domestic market, is expected to create a significant breakthrough. This partnership will help establish a "direct pipeline" for V-Pop artists to access international charts and regional playlists. 

Instead of chasing the 'one-hit wonder' model, the partnership focuses on professionalizing the talent management process and helping artists build a more sustainable career pathway, enabling them to not only to shine on stage but also to possess long-term commercial value across the advertising, film, and entertainment sectors.

Mr. Kenny Ong, Managing Director for SME Malaysia, Singapore & Vietnam, Head of Special Projects Southeast Asia, and Chairman of SYE Holdings, stated: " Sony Music is dedicated to honoring the unique cultural heritage of the markets we enter. Our strategy is to build a 'viable model' for our artists sustainable careers, where Vietnamese cultural identity is honored and built upon. By integrating local creativity into Sony Music’s world-class network, we are ensuring that Vietnamese talent has the sustainable career path and international visibility it deserves.”

Ms. Ngo Thi Van Hanh, CEO of YeaH1 Group and Board Member of SYE Holdings, emphasized: "YeaH1 contributes three essential resources to SYE: a deep understanding of local audiences, international-standard production capabilities, and a multi-platform media ecosystem. When these values resonate with Sony Music Entertainment's global network, we are not only establishing new standards but also creating a sustainable infrastructure for Vietnamese talent to proudly step out into the world with their own identity."

BOD of SYE Holdings

Introducing the Debut Product Development Team

From "Show It All" to Global Conquest: SYE Unveils Boy Group UPRIZE and New Generation Artists

Immediately following the partnership announcement, SYE Holdings officially launched its first major project, introducing the boy group UPRIZE to the entertainment market. UPRIZE establishes its position as Vietnam's first idol boy group to debut immediately from the survival reality show Tan Binh Toan Nang (Show It All). 

Tan Binh Toan Nang (Show It All), produced by YeaH1 Group, is Vietnam's first large-scale idol search program, featuring a rigorous selection and training process based on K-pop standards. From thousands of applicants across the country, 30 young talent underwent 100 days of intensive training with top experts from Vietnam and South Korea. The show officially aired on VTV3 starting October 4, 2025, and concluded its 15-episode run on January 17, 2026, attracting millions of viewers. Throughout its 15 weeks of broadcast, Show It All consistently led ratings in the VTV3 prime time slot and topped discussion charts with billions of views and engagements, affirming the audience's special interest in the journey to find the next generation boy group in Vietnam.

After more than 9 months of forging through an international-standard training process, the 7 most outstanding artists have officially formed the UPRIZE lineup, including: Cuong Bach, Phuc Nguyen, Lam Anh, Duc Duy, Wonbi, Duy Lan, and Long Hoang. This group represents a collection of distinct artistic personalities united by a common aspiration to break all limits, ready to work with their fandom to create a new era for the domestic entertainment industry.

Embodying the spirit of "Rise UP," UPRIZE not only represents a generation of young artists full of energy and creativity but also carries a pioneering mission: to continue the essence of Vietnamese music while integrating into the global cultural wave.

2026 Roadmap: A Methodical Strategy and Bold Ambition

Representatives from SYE announced the development roadmap for UPRIZE in 2026, confirming a serious and long-term investment:

• January 2026: Commencing the journey of shaping artistic identity and personality in the market, based on the rigorous standards of the managing ecosystem.
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• Apr 2026: Official release of the MV & Debut Album – a musical product crystallizing Vietnamese identity and international production standards.
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• September 2026: Scheduled release of the 2nd Album.
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• Interactive Activities: Launching a series of more than 5 fansigns, showcases, and school tours at universities nationwide to increase recognition and forge close connections with young audiences.
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• Key Event: The 2026 strategy will conclude with an explosive milestone: A Concert with a scale of over 10,000 spectators, scheduled for Q3 or Q4.

Launch of Potential Indie Artists

Not stopping at the idol group model, SYE affirms the stature of a diverse entertainment ecosystem by officially introducing a lineup of new-generation independent artists, including: Ho Dong Quan, Thai Le Minh Hieu, Swan Nguyen, and minhtin.

Each artist on this roster brings a distinct musical vision and unique artistic identity. Backed by SYE, they will receive comprehensive investment - ranging from high-quality production to strategic personal branding. The debut of these talents promises to inject fresh energy into the scene, diversifying and enriching the landscape of Vietnam's indie music market.



ARTISTS UNDER SYE HOLDINGS:

• UPRIZE (7 Members):
• CƯỜNG BẠCH – Stage Name: BEX
• MINH QUÂN – Stage Name: WONBI
• LONG HOÀNG – Stage Name: LEON
• DUY LÂN – Stage Name: DYLAN
• ĐỨC DUY – Stage Name: O.D
• LÂM ANH – Stage Name: LAVM
• PHÚC NGUYÊN – Stage Name: PN

• Solo Artists:
• HỒ ĐÔNG QUAN
• THÁI LÊ MINH HIẾU
• SWAN
• lighT

Market Context and International Standards

The launch of this Joint Venture takes place in the context of the Vietnamese music industry making strong integration strides. In January 2025, the International Federation of the Phonographic Industry (IFPI) officially launched charts in 7 Southeast Asian countries, including Vietnam, Singapore, Thailand, the Philippines, Indonesia, and Malaysia. These charts are updated weekly at officialseacharts.com, creating a transparent and standardized platform for Vietnamese music to be recognized on the regional map.

The combination of Sony Music Entertainment's international resources and YeaH1's production capabilities promises to be the necessary lever to build a viable model for Vietnam's rapidly growing music industry.

About Sony Music Entertainment:

At Sony Music Entertainment, we honor the creative journey. Our creators shape movements, culture, communities, even history. And we’ve played a pioneering role in music history, from establishing the first-ever music label to inventing the flat disc record. We’ve nurtured some of music’s most iconic artists and produced some of the most influential recordings of all time. Today, we work in more than 100 countries, supporting a diverse and distinctive roster of talented creators at every level and on every stage. Situated at the intersection of music, entertainment, and technology, we bring imagination and expertise to emerging products and platforms, embrace new business models, and employ breakthrough tools — all to support the creative community’s experimentation, risk-taking, and growth. And we form deep, trusted, cause-based partnerships to uplift and empower communities around the world. Sony Music Entertainment is part of the global Sony family. Learn more about our creators and labels here.

About YeaH1 Group:

Established in 2006, YeaH1 Group stands as Vietnam's leading media and entertainment corporation and the only listed entity in the industry. In 2025, YeaH1 has been honored in the Top 500 Most Profitable Private Enterprises in Vietnam (PROFIT500). Possessing large-scale content production capabilities with premium-shows such as Call Me by Fire Vietnam (Anh Trai Vượt Ngàn Chông Gai), Sisters Who Make Waves (Chị Đẹp Đạp Gió Rẽ Sóng), Haha Family (Gia Đình Haha), and Show It All (Tân Binh Toàn Năng), YeaH1 Group has not only generated significant buzz domestically but has also been recognized by the Vietnamese Government as an exemplary model for developing the cultural industry. With a long-term vision that balances profit growth with social responsibility, YeaH1 Group is committed to continuous innovation and the creation of a high-quality multi-platform entertainment ecosystem, aiming to propel Vietnamese culture to the region and the world. Learn more about the YeaH1 Group here.