Vietnamese youth are harnessing the power of the digital age to celebrate and preserve their cultural identity through music. A prime example is Hoa Minzy’s music video, “Bac Bling,” which has taken the internet by storm with its fusion of traditional elements and modern style.
Hoa Minzy is not alone in this movement; other artists are also breathing new life into traditional music. But why is this trend so important, and how is it keeping Vietnamese culture alive and relevant in today’s world?
Today, The Hanoi Times delves into this fascinating topic.
A still from the “Bac Bling” music video. Photo courtesy of the singer.
In an era defined by integration and transformation, where contemporary culture permeates every aspect of life, safeguarding space for traditional values is no easy feat.
However, modern art has found a way to bridge the gap between tradition and innovation, the past and the present. Music inspired by national culture is attracting large audiences and playing a crucial role in preserving Vietnam’s rich heritage.
The release of Hoa Minzy’s “Bac Bling” music video on March 1st marked a significant moment in this cultural journey. Within just five days, the video had amassed over 17 million views and topped the YouTube trending chart.
According to Kworb.net, a website that monitors music charts globally, “Bac Bling” was the fifth most-viewed music video on YouTube on March 5th, with approximately four million views and over 100,000 likes. The MV also ranked impressively on YouTube’s trending music videos in Australia (9th) and Singapore (10th).
At this pace, the site predicts that “Bac Bling” could reach a remarkable 100 million views by March 29th.
The appeal of “Bac Bling” lies not only in its catchy melody but also in its unique blend of traditional and modern elements. Hoa Minzy masterfully merges folk music with electronic beats, creating a seamless fusion that resonates with audiences of all ages.
The music video showcases the beauty of northern Vietnamese culture, featuring traditional clothing, headscarves, and folk dances. This visual celebration of heritage makes traditional values more accessible and appealing to younger generations.
Giang Son, a musician, commended the video for its modern appeal while remaining deeply rooted in Vietnamese culture. The combination of traditional touches with contemporary beats has struck a chord with young audiences. The appearance of artist Xuan Hinh in the MV also added a unique and exciting dimension.
Director Le Quy Duong hailed “Bac Bling” as an exemplary effort in building a modern Vietnamese cultural industry that aligns with the country’s global integration while staying true to its cultural roots.
The northern province of Bac Ninh, known for its rich historical and cultural heritage, served as a source of inspiration for the video. The region’s temples, craft villages, folk games, festivals, and unique costumes all come together to create a vibrant and captivating narrative.
“Bac Bling” is not Hoa Minzy’s first endeavor in honoring Vietnamese traditions. Her previous music video, “Thi Mau”, introduced the folk opera genre of Cheo and the character of Thi Mau to a modern audience, earning praise for its artistic value and educational impact on young viewers.
Another earlier release, Ken Ca Chon Canh, blended Vinh Xuong poetry with Quan Ho folk singing, a UNESCO Intangible Cultural Heritage. Hoa Minzy has consistently incorporated traditional themes into her music, transforming them into appealing entertainment products that maintain their cultural authenticity.
Her music has even reached and captivated audiences beyond Vietnam’s borders. In South Korea, social media users have expressed admiration for her work, with some even voicing an interest in visiting Vietnam to experience its cultural riches first-hand.
Hoa Minzy is not alone in her tribute to Vietnamese identity through music. Hoang Thuy Linh, for instance, has made waves with songs like “De Mi Noi Cho Ma Nghe,” “Duyen Am,” “Tu Phu,” “Banh Troi Nuoc,” and “Gieo Que.” Among these, “Tu Phu” stands out for its vivid portrayal of the UNESCO-recognized Vietnamese Mother Goddess Worship belief.
These artists are not merely creating music; they are ambassadors of traditional values, presenting them in creative and engaging ways. Their work dispels the notion that folk music is outdated, demonstrating that it can be revitalized and integrated with modern influences to remain relevant and vibrant in today’s musical landscape.
At the National Cultural Conference in November 2021, the late General Secretary Nguyen Phu Trong emphasized the importance of cultural preservation, stating, “If culture is preserved, a country will survive; if culture is lost, a country will perish.”
He reminded all Vietnamese citizens, regardless of age, of their duty to uphold and promote traditional values. History has shown that nations can disappear when they lose their cultural essence.
Vietnamese artists of today are proving that their culture is resilient and evolving, even amidst global changes. Preserving and promoting traditional culture is not solely the responsibility of scholars and artists; it is a collective duty of everyone within the community.
By embracing and supporting art that reflects national identity, we strengthen and protect Vietnamese culture against the challenges posed by globalization. Culture is not just something old to be preserved but a boundless source of inspiration that fuels creativity.
When artists merge tradition with modern styles, they do more than revive the past; they create new avenues for cultural expression, ensuring that national identity shines brightly, both in the present and the future.
This is the power of contemporary art in preserving and developing Vietnam’s cherished heritage.
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