Building the foundations for Vietnamese artists on the global stage
The launch of SYE Holdings represents a partnership between Sony Music, one of the world’s three largest music conglomerates, and YeaH1, Viet Nam’s leading entertainment company. It is expected to provide a structural boost for the domestic market. While Sony Music contributes its global distribution network, experience in operating across more than 100 countries, and international standards for talent management, YeaH1 offers strengths in content production, deep insight into local audience preferences, and a multi-platform media ecosystem.
This collaboration aims not only to introduce Vietnamese artists to international audiences but also to establish a launchpad for the systematic development of Viet Nam’s music industry.
Rather than pursuing the ‘one-hit wonder’ model, the partnership focuses on professionalising talent management and supporting artists in building sustainable career pathways. This approach enables performers not only to shine on stage but also to hold long-term commercial value across advertising, film, and entertainment sectors.
Ngo Thi Van Hanh, CEO of YeaH1 Group and a member of SYE’s Board of Directors, affirmed: “As the first joint venture between a domestic company and a global music conglomerate, SYE Holdings is designed with a long-term vision of creating artist development infrastructure, rather than following short-lived phenomenon models or fleeting social media trends.”
When artists are placed within a professional operating ecosystem, Viet Nam’s music industry can develop sustainably and integrate confidently on the global stage.
Ngo Thi Van Hanh, CEO of YeaH1 Group
She emphasised that when artists are placed within a professional operating ecosystem, Viet Nam’s music industry can develop sustainably and integrate confidently on the global stage.
According to her, YeaH1 contributes three essential resources to SYE: a deep understanding of local audiences, international-standard production capabilities, and a multi-platform media ecosystem.
“When these values resonate with Sony Music Entertainment’s global network, we are not only establishing new standards but also creating a sustainable infrastructure for Vietnamese talent to step proudly into the world with their own identity,” she stated.
Kenny Ong, Managing Director for SME Malaysia, Singapore and Viet Nam, Head of Special Projects Southeast Asia, and Chairman of SYE Holdings, added: “Sony Music is dedicated to honouring the unique cultural heritage of the markets we enter. Our strategy is to build a viable model for artists’ sustainable careers, where Vietnamese cultural identity is respected and strengthened. By integrating local creativity into Sony Music’s world-class network, we are ensuring that Vietnamese talent has the career path and international visibility it deserves.”
Amid concerns about the risk of “K-pop-isation” given SYE’s involvement of many Korean experts and advisors, SYE representatives stressed that this collaboration stems from practical needs. Training an artist or group to international standards traditionally takes at least two to three years, whereas current projects often allow only around 10 months of preparation.
Inviting experts from Asia’s leading entertainment industry aims to shorten training time, helping young artists quickly acquire the necessary skills. However, the music, spirit, and cultural identity of the artists remain distinctly Vietnamese, and when they go global, they will do so as Vietnamese artists carrying the Vietnamese spirit.
SYE artists: Structured training and sustainable career pathways
At its launch ceremony, SYE Holdings also introduced the boy band UPRIZE alongside its roster of independent artists.
UPRIZE is Viet Nam’s first boy band to emerge from the survival reality TV programme Tan Binh Ton Nang (Show It All), a model for idol scouting and training built to international standards.
From thousands of applications nationwide, contestants underwent rigorous training with guidance from both Vietnamese and Korean expert teams. The seven finalists—Bach Hong Cuong, Le Pham Minh Quan (Wonbi), Ta Hoang Long, Nguyen Duy Lan, Dang Duc Duy, Nguyen Lam Anh, and Nguyen Thanh Phuc Nguyen—now officially form the UPRIZE line-up.
According to SYE’s plans, 2026 will be a pivotal year for UPRIZE, beginning with the shaping of their identity and artistic persona. The group intends to release a music video and debut album in April 2026, followed by a second album in September.
Alongside music releases, UPRIZE will participate in interactive activities such as fan signings, product launches, and university tours nationwide. This pathway culminates in a concert for more than 10,000 attendees—a rare milestone for a young boy band in Viet Nam—demonstrating the scale of investment and long-term expectations from the management company.
CEO Ngo Thi Van Hanh noted that in the first year, SYE will focus primarily on music to build a solid foundation for the group. With strategic guidance from Sony Music, UPRIZE will also have opportunities to join special collaboration projects, including features with renowned regional groups—opportunities appearing for the first time in Viet Nam.
In addition to the boy band model, SYE Holdings introduced four independent artists: Ho Dong Quan, Thai Le Minh Hieu, Swan (Nguyen Huu Son), and lightT (Do Minh Tan). Each artist is positioned according to their unique musical identity, while receiving comprehensive support in production, release strategy, and personal branding.
Rather than imposing a uniform template, SYE provides conditions for artists to develop freely within a professional framework. This approach is considered relatively novel in the Vietnamese market.
Amid the expanding and increasingly competitive regional music scene, SYE’s structured artist training and management model is expected to lay the first bricks in building a professional, creative Vietnamese music industry—rich in identity and poised for international integration.
