Bac Bling MV creates social buzz: Tradition meets modernity

Young Vietnamese artists are capitalizing on the digital age to preserve Vietnamese identity through music. Hoa Minzy's music video "Bac Bling" has gone viral because it combines traditional elements with a modern style and fast pace.

Not only her, but other artists are also reviving traditional music in fresh and creative ways. Is this the key to keeping Vietnamese culture alive in the modern world?

Today, The Hanoi Times will explore this topic.

In an era of integration and transformation, when contemporary culture is spreading into every corner of life, reclaiming the space for traditional values is a challenge.

Tradition and innovation, the past and the present, are now connected by modern art. National culture-inspired music draws sizable crowds and is crucial to maintaining Vietnamese identity.

Singer Hoa Minzy's "Bac Bling" music video, released March 1, quickly became a digital sensation. Within just five days, the video had more than 17 million views and was the top trending video on YouTube.

According to Kworb.net, a website that tracks music charts worldwide, "Bac Bling" was the fifth most viewed music video on YouTube on March 5th, with around four million views and over 100,000 likes. The MV also ranked ninth on YouTube's trending music videos in Australia and tenth in Singapore.

The site predicts that "Bac Bling" could reach 100 million views by March 29 if it keeps up its current pace.

"Bac Bling" stands out not only for its catchy melody but also for its unique blend of traditional and modern elements. Hoa Minzy artfully fuses folk music with electronic beats, creating a seamless fusion of past and present.

The music video's visuals highlight northern Vietnamese culture, with traditional clothing and headscarves, along with folk dances, making traditional values more accessible and appealing to younger audiences.

Musician Giang Son commented that the video is both modern and deeply rooted in Vietnamese culture. By adding traditional touches to the contemporary beat, it resonates well with young audiences. She also noted that the starring role of artist Xuan Hinh in the MV made it even more exciting and unique.

Director Le Quy Duong praised "Bac Bling" as a great example of efforts to build a modern Vietnamese cultural industry that fits in with the country's global integration while remaining true to its heritage.

Bac Ninh, a northern province rich in historical and cultural heritage, provides a wealth of inspiration for the video. The region's temples, traditional craft villages, folk games, festivals, and distinctive costumes all contribute to the video's vibrant storytelling.

"Bac Bling" is not Hoa Minzy's first project dedicated to honoring Vietnamese traditions. Her previous music video "Thi Mau" introduced the folk opera genre of Cheo and the character of Thi Mau (Young Lady Mau) to a modern audience. The product was highly praised for its artistic value and helped expose young viewers to this traditional art form.

Another earlier release, Ken Ca Chon Canh, combined Vinh Xuong poetry and Quan Ho folk singing, the UNESCO Intangible Cultural Heritage. Hoa Minzy has always found ways to incorporate traditional themes into her music, transforming them into appealing entertainment products while maintaining cultural authenticity.

This approach has gone beyond Vietnam. In South Korea, many social media users expressed admiration for her music and even expressed interest in visiting Vietnam to explore its cultural heritage.

Other artists besides Hoa Minzy pay tribute to Vietnamese identity through music. In recent years, Hoang Thuy Linh has made a strong impact with songs such as "De Mi Noi Cho Ma Nghe," "Duyen Am," "Tu Phu," "Banh Troi Nuoc," and "Gieo Que". Among them, "Tu Phu" is particularly notable for its depiction of the UNESCO-recognized Vietnamese Mother Goddess Worship belief, presented in a vivid and engaging manner.

These artists are not just making music; they are creatively and engagingly propagating traditional values. Their work proves that folk music is not outdated - it can be revitalized and integrated with modern influences to remain a vital part of today's music industry.

At the National Cultural Conference in November 2021, the late General Secretary Nguyen Phu Trong said: "If culture is preserved, a country will survive; if culture is lost, a country will perish."

He stressed that every Vietnamese citizen, regardless of age, has a duty to preserve and promote traditional values. History has shown that many nations have disappeared after losing their cultural essence.

Today's Vietnamese artists are proving that Vietnamese culture continues to thrive and evolve despite the world's constant changes. Preserving and promoting traditional culture is not only the responsibility of scholars and artists but a duty shared by everyone in the community.

By supporting art that reflects national identity, we help strengthen and protect Vietnamese culture against the challenges of globalization.

Culture is not just something old that needs to be preserved; it is a boundless source of inspiration for creativity.

When artists blend tradition with modern styles, they do more than revive the past. They are creating new avenues for cultural expression and ensuring that national identity continues to shine in the present and the future.

This is how contemporary art is playing a crucial role in preserving and developing Vietnamese heritage.