HÀ NỘI — The growing trend of Vietnamese singers collaborating with international stars in recent years reflects local artists’ efforts to create breakthroughs, globalise their music and elevate the audience experience.

Most recently, hit-maker Sơn Tùng M-TP returned with Come My Way, collaborating with Vietnamese-American rapper Tyga, best known for his 1.7-billion-view hit Taste.

Vietnamese-American rapper Tyga (left) and Vietnamese singer Sơn Tùng M-TP in Come My Way. — Photo courtesy of M-TP Entertainment

The production team describes Come My Way as a fusion of Afrobeat, hip-hop, and contemporary pop. The song was co-written by Sơn Tùng M-TP and producer Marvey Muzique, while the lyrics were crafted by Marvey Muzique and Tyga.

The track was released simultaneously across global digital music platforms, in line with different time zones, attracting 33 million views on YouTube within two weeks of its release.

Sơn Tùng M-TP previously made waves with his 2019 music video Hãy Trao Cho Anh (Give It To Me), featuring US rapper Snoop Dogg, which has garnered over 310 million views and achieved notable success across digital platforms.

Similarly, the winner of The Voice Vietnam 2015, Đức Phúc, collaborated with British boy band 911 on Em Đồng Ý, a reimagined version of their hit I Do, which has garnered more than 83 million views and resonated strongly with younger audiences.

Singer Đức Phúc collaborates with British boyband 911 in the music video Em Đồng Ý (2023), a reimagined version of their hit I Do. — Photo courtesy of the artist

From another perspective, a project between young Vietnamese singer Mỹ Anh and Australian artist Matthew Ifield, as part of the All Ears: Focus Australia 2026 programme, highlights the growing development of cross-border co-creation models.

Rather than being limited to a one-off joint stage performance, the project is designed as an extended process of collaboration and creativity. The two artists are set to appear at the Festival Huế, take part in professional exchange activities, and work together on songwriting and recording a new demo in Hà Nội.

According to specialists, collaborations between Vietnamese artists and international stars are always a positive signal for the development of the country’s music industry.

“The value of these projects lies not only in view counts or short-term media buzz, but also in fostering cultural connections, helping Vietnamese artists reach new audiences and bringing Vietnamese music closer to the world,” songwriter Dương Khắc Linh told Thanh Niên (Young People) Newspaper.

He added that such collaborations also create further opportunities for future connections.

“This is a highly encouraging trend. The more international collaborations we forge, the greater the opportunity for Vietnamese music, and culture more broadly, to be heard and to secure a clearer place on the global map,” he said.

The music video Come My Way by Sơn Tùng M-TP and Tyga is promoted at Times Square in New York, US. — Photo courtesy of M-TP Entertainment

Sharing the same view, Dr Võ Thị Diễm Trang, a lecturer in Professional Communication at RMIT University Vietnam, said that international collaboration remains a positive strategy for Vietnamese artists.

She said: “Beyond expanding media reach and accessing new audience, these projects also provide opportunities for artists to learn about production processes, market operations and professional standards at an international level.

"In the longer term, each successful collaboration helps enhance the presence of Vietnamese artists on the regional and global music map, creating symbolic value for the domestic music industry as a whole."

Cultural identity

However, integration invariably raises questions of identity. At a time when musical trends travel at speed and market boundaries continue to blur, distinctiveness is what enables artists to stand out and be remembered.

“If a song is not distinctive enough to spark curiosity among international audiences, yet not familiar enough to resonate with the broader domestic public, it is unlikely to leave a clear impression on either front," Trang said.

"Particularly in the age of TikTok and short-form video, a track that aims to go viral often needs to be easy to sing along to, easy to cover, and easy for audiences to engage with creatively.

"Songs that combine multiple languages or adopt overly complex structures can, at times, inadvertently raise barriers to audience participation."

From Sơn Tùng M-TP’s incorporation of Vietnamese cultural symbols into Come My Way to collaborative projects between Vietnamese artists and international partners, an increasing number of young musicians are choosing to engage with global audiences through their own cultural lens.

Sơn Tùng M-TP has integrates Vietnamese cultural elements into his new music video Come My Way. — Photo courtesy of M-TP Entertainment

When reinterpreted through contemporary artistic language, these cultural elements not only lend a unique imprint to each work but also help bring the image of Việt Nam closer to international audiences.

Though not every collaborative project achieves the desired success, the growing presence of international producers in V-pop productions, the organisation of co-creation programmes in Việt Nam, and the increasingly active engagement of Vietnamese artists with regional networks all showcase a notable shift.

From mainly consuming cultural products, Việt Nam is gradually becoming part of their creation. As more artists enter international creative spaces equipped with both professional expertise and a distinct cultural identity, Vietnamese music is gaining greater opportunity to assert its place on the global musical map. — OVN/VNS