The game show "Anh trai vu ngan cong gai" helps a series of singers return to the spotlight once again. Meanwhile, in "Anh trai say hi", many new faces quickly become famous.
Music game shows are always the fastest way to mark the popularity of a name. From Vietnam Idol, The Voice, X-Factor... to Rap Viet, Chi dep dap gio rou song, Brother overcame thousands of obstacles and Brother say hi, that value remains unchanged.
Recently, two game shows "Brother" aired at the same time to compete directly with each other. In just a short time, a series of artists became popular. Many names that were out of date, or long forgotten, attracted attention again. A series of artists were raised in terms of appeal. And many new faces suddenly became social media phenomena overnight.
The effect of 2 game shows
With a "shadow" layer of Anh trai tran ngan truc thorn, after the first stage (Debut stage), 33 talents all received much more attention than they did before joining the show. SOOBIN, Binz, Tuan Hung, Bang Kieu, Phan Dinh Tung, Quoc Thien, Kay Tran... were already famous, now creating a more vibrant effect on social networks.
HuyR, ST Son Thach, Jun Pham, Truong The Vinh, Cuong Seven, Hoang Hiep, Thanh Duy, artists who have not made much of an impression on the music market in recent years, are now rekindling the "fire" of music. Some of these names even had their most notable performances thanks to the Anh Trai stage.
Pham Khanh Hung and Dang Khoi, two singers associated with the first generation of 8X and 9X audiences, have passed their time and become popular again when appearing on a game show. The shine of this game show also brought Kien Ung and Thanh Trung, Hong Son, Neko Le, Tien Luat, Duy Nhat, outsiders in the current Vietnamese music scene, mark an interesting turning point in their careers.
Up to now, the difference can be seen immediately that Anh trai vu ngan cong gai tries to divide the "land" equally among 33 talents. From the theme song Hoa ca, to the first episodes, the show crew has handled the visual aspect well, helping all artists have equal opportunities, leading to the result that everyone moves up together.
Meanwhile, Anh trai say hi clearly stratified a group of artists who took up the "spotlight" and vice versa, many faces participating in the show were almost invisible.
Unlike Anh trai vu ngan cong gai, Anh trai say hi chose a cast of participating artists who are all young and have bright appearances. The popularity of the artists participating in Anh trai say hi is identified in two groups: A group of brothers who broke out very quickly like Hieuthuhai, Quang Hung MasterD, Negav and a group are new faces that suddenly created a strong media effect, typically Domic Duong, Duong Domic.
Right now, the fierce competition between the two game shows is moving in a positive direction. The two game shows are helping each other to grow. Anh trai qua thousand thorns is broadcast on VTV's "prime time" and has better conditions to reach audiences of many ages. Meanwhile, Anh trai say hi is doing very well in promoting the show on multiple platforms: YouTube, social networks (FaceBook and TikTok).
Say Hi Brother is temporarily ahead with a series of feverish performances on YouTube's "top trending", including two consecutive performances taking the top spot. Now, Say Hi Brother enters the first performance night, promising to have many explosive performances to break the opponent's "trending" streak.
Behind the game show craze
Many years ago, when the social media effect had not yet exploded, game shows depended heavily on television audiences. For example, in the early days of music game shows that really exploded on Vietnamese television, such as Vietnam Idol season 3 (2010) and The Voice season 1 (2012), being on VTV was a guarantee for them to become a hit.
Nowadays, the influence of social networks has changed the promotion of game shows. Television broadcasting is an important condition for game shows to be popular but it is no longer everything. In the current promotion of game shows, the important part will lie in the team's strategy on social networks.
In particular, with the rise of TikTok, the promotion game of game shows has taken a new direction in the past 4 years.
Four years ago, two game shows, King of Rap and Rap Viet, competed directly. King of Rap aired on prime time on VTV, while Rap Viet aired on HTV. King of Rap had a better initial platform to dominate the airwaves, but Rap Viet ended up being the more successful game show. Social media promotion strategy was the deciding factor for Rap Viet to beat its opponent.
Returning to the 2 game shows "Brother", behind the fever of the artists, on each performance, is a fierce media war on all fronts of the 2 crews. The 2 game shows branched into 2 branches, with separate media tools.
Say Hi Brother has a better internal ecosystem for media resonance. This game show takes advantage of the popularity of each participating artist, continuously creating TikTok trends to attract attention. One of the successful media campaigns throughout the show of Say Hi Brother is to create a dance trend on the music Catch Me If You Can .
While, Brother show Overcoming a Thousand Thorns is spreading strongly on the most powerful media channels, such as highly interactive music fanpages, music channels and channels that are leading interactions on TikTok. And most importantly, the Talents directly participate in creating content, working together to spread the image of the game show on personal platforms.
Dozens of artists, in each game show, join forces to push the effect. This resonance creates an ecosystem that any artist can benefit from. Famous artists will pull in less famous artists. From Rap Viet, to Chi dep dap gio roc song, Ca si mat ma and 2 game shows Anh trai, the audience has seen many cases of rising like "kite in the wind".
However, from the lessons of previous game shows, artists should not be too hasty in dreaming, because fame from game shows is mostly temporary.
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