Virgin Music Group is making a strategic move into Vietnam via a joint venture with The Metub Company (Metub), a prominent player in Vietnam’s creator economy. Their new venture, Virgin Music Group Vietnam (VMG Vietnam), will aim to discover, sign, and support local talent and indie labels, both for success at home and on the global stage.
Founded in 2014, Metub is recognized as one of Vietnam’s leading digital entertainment and creator platforms. It works with more than 5,000 creators and artists across music, gaming, entertainment, live commerce, and merch. VMG Vietnam leverages Metub’s deep local networks and Virgin Music’s global infrastructure to empower artists and labels with tools, distribution, and visibility.
The leadership is headquartered in Ho Chi Minh City, with Nam Nhu Nguyen at the helm of VMG Vietnam.
Cindy Gu has recently taken up a larger role overseeing Virgin Music’s Southeast Asia operations covering; Singapore, Philippines, Indonesia, Thailand, Malaysia, and Vietnam.
Gu commented that this JV with Metub is “truly groundbreaking,” citing the opportunity to identify local artists and grow their fan bases globally via Metub’s platform.
Phuong Ha, CEO of Metub, emphasized the focus on “technology, independence, and transparency,” aiming to support Vietnamese artists and labels while ensuring creative freedom.
Nam Nhu Nguyen also added that the venture is about amplifying local talent by giving them the necessary infrastructure and creative independence.
This move fits into Virgin Music Group’s broader strategy in Southeast Asia. It follows the appointment of Cindy Gu to oversee the region and reflects ongoing efforts by major labels and distributors to engage more directly with emerging Asian markets.
Another relevant development: The IFPI has recently launched The Official Southeast Asia Charts, which for the first time gives official weekly music rankings in countries including Vietnam. This shows that the region is gaining more formal industry infrastructure and attention.
Do you know what this means for Vietnamese Artists?
Local musicians, indie labels, and creators;
- Greater access to global distribution networks and expertise through Virgin.
- Support from a partner (Metub) already embedded in the local ecosystem.
- Potential for creative independence and transparency —a promise made in the JV announcements.
- An expanding platform to reach international audiences.
