Explanation for a phenomenon in VN: why the so-called “cheap” music still survives?

3 years ago, there was a rumor that due to a worldwide shortage of food, rice price would rise at least 20%. Everybody was shocked. Everyone loved the idea that there was plenty of rice in Vietnam. The rumor led to a real panic, or we can say, a self-fulfilling panic. In an interview with economic experts, a citizen raised a question: “What should the Government do to stop the recent panic?” That question is similar to the question “How can the Government reduce the rice price?” What is your suggestion? One of the experts answered: “Why should we do that? Why should we reduce the price? Nearly 80% of Vietnam population is farmer. If there is an increase in the price of agricultural products, most of us will benefit. Urban people are richer than rural people. A small increase in price will not harm the city men much. But with the quantity of over 35 million tons a year of rice, only an increase of $0.1 per kg will surely makes the farmers prosper much." 

Rule of thumb number 1: there are 2 groups in the society: the majority and the minority.

The business of business is to make as much profit as possible. Somebody may criticize the recent V-pop for producing so many “cheap” products together with so many “stars”. Many of us don’t laugh when they watch comedy movie from Phuoc Sang. I don’t like them too. But it doesn’t matter whether I or you like them or not. No, it doesn’t matter. Which matters most is whether most of us like them or not. After all, the only purpose is to make profit. Only when we realize we are just a small part of the society can we understand why these “stars” still survive. Lê Cát Trọng Lý can compose nice songs. Rừng Na Uy perhaps is a great movie. The critics love them. The elite love them. However, they are not the majority. The majority love what the elite regards as “cheap” products. These “stars” perhaps will never receive an award for their music, but instead they can make much profit.

Many of you must be annoyed by the GPRS commerce on TV. I guess none of you has ever texted to register GPRS or download games, “pictures”, “music” through such agents. Some of you may wonder how such commerce’s still on TV. An advertisement spot of 30s on TV costs about $3000-$5000 depending on the time and channel. It means the commerce really works. They have attracted a large number of TV viewers. They have convinced many people texted and downloaded. Similar to the V-pop and Phuoc Sang’s movies, their target is the rural people. Many teenagers in rural regions aren’t able to get access to Internet to register GPRS or download. They need a guide. And there comes the TV. Imagine, with more than 60 million people in rural area, just 5% of them spending 50,000VND – $2.5, which is not a very big money, per month can benefit the agents much.

So, don’t be surprised why Phuoc Sang’s movies can earn so much money in Tet holiday. Don’t get mad at the music from the recent “prince” and “princess” of V-pop. Try to see the issue from a different perspective: they are really good businessmen. They have identified correctly where the money comes from. And they have succeeded in earning money from such sources.


Kz