{"id":11643,"date":"2026-08-05T18:13:32","date_gmt":"2026-08-05T18:13:32","guid":{"rendered":"https:\/\/interspacemusic.com\/blog\/le-vietnam-mise-52-millions-de-dollars-et-sony-parie-sur-lexportation-de-la-v-pop-lecoute-domestique-reste-sur-zing-mp3\/"},"modified":"2026-08-05T18:13:32","modified_gmt":"2026-08-05T18:13:32","slug":"le-vietnam-mise-52-millions-de-dollars-et-sony-parie-sur-lexportation-de-la-v-pop-lecoute-domestique-reste-sur-zing-mp3","status":"publish","type":"post","link":"https:\/\/interspacemusic.com\/blog\/fr\/le-vietnam-mise-52-millions-de-dollars-et-sony-parie-sur-lexportation-de-la-v-pop-lecoute-domestique-reste-sur-zing-mp3\/","title":{"rendered":"Le Vietnam mise 52 millions de dollars et Sony parie sur l’exportation de la V-pop. L’\u00e9coute domestique reste sur Zing MP3."},"content":{"rendered":"

Le march\u00e9 vietnamien de la musique num\u00e9rique devrait atteindre environ 52 millions de dollars en 2025 et d\u00e9passer 74 millions de dollars d’ici 2030, selon des chiffres cit\u00e9s par Vietnam News<\/a>. Un montant modeste \u00e0 l’\u00e9chelle r\u00e9gionale. Mais le streaming repr\u00e9sente d\u00e9j\u00e0 plus de la moiti\u00e9 de ce march\u00e9, et l’ambition exportatrice qui l’accompagne devient soudainement un enjeu financier s\u00e9rieux.<\/p>\n

Le signal est venu en janvier. Sony Music a acquis 49 % de 1Label JSC, la branche musicale du groupe m\u00e9diatique vietnamien YeaH1, cr\u00e9ant une coentreprise nomm\u00e9e SYE Holdings. Son projet phare est UPRIZE, un boys band de sept membres form\u00e9 \u00e0 travers une \u00e9mission de t\u00e9l\u00e9r\u00e9alit\u00e9 sur VTV3, dont le premier album est pr\u00e9vu pour avril 2026. Outlook Respawn<\/a> l’a formul\u00e9 sans d\u00e9tour : Sony parie que la V-pop peut voyager comme l’a fait la K-pop.<\/p>\n

Le streaming vietnamien repose sur des applications que la plupart des distributeurs ignorent<\/h2>\n

Voici le pi\u00e8ge structurel. L’\u00e9coute vietnamienne ne se trouve pas l\u00e0 o\u00f9 un responsable de catalogue \u00e0 Nashville ou \u00e0 Berlin s’y attendrait.<\/p>\n

Ce sont les DSP locaux qui dominent le volume. DSP signifie fournisseur de services num\u00e9riques, ces plateformes de streaming qui versent des redevances. Au Vietnam, les noms familiers sont Zing MP3 et NhacCuaTui, le duopole local, aux c\u00f4t\u00e9s de Spotify, Apple Music et d’un tr\u00e8s vaste YouTube. Les recherches de l’Universit\u00e9 RMIT sur la musique num\u00e9rique<\/a> ont suivi la migration des jeunes auditeurs vers les services mondiaux, mais Zing MP3 et NhacCuaTui restent les piliers de la d\u00e9couverte grand public.<\/p>\n

La plupart des distributeurs mondiaux ne livrent pas sur ces deux plateformes. C’est l\u00e0 que se situe le foss\u00e9.<\/p>\n

Si vous \u00eates un artiste vietnamien sign\u00e9 chez un distributeur con\u00e7u pour un monde Spotify-Apple Music, vous \u00eates invisible sur les deux plateformes o\u00f9 votre public national appuie r\u00e9ellement sur play. Et si vous \u00eates un artiste \u00e9tranger cherchant \u00e0 surfer sur la vague V-pop en Asie du Sud-Est, vous manquez le rayon.<\/p>\n

Le moment de l’exportation est r\u00e9el, et il est multi-DSP<\/h2>\n

2025 a offert \u00e0 la V-pop sa meilleure ann\u00e9e \u00e0 l’exportation jusqu’ici. \u0110\u1ee9c Ph\u00fac a remport\u00e9 le premier prix \u00e0 l’Intervision 2025 \u00e0 Moscou, battant des concurrents de 22 pays. Ph\u01b0\u01a1ng M\u1ef9 Chi s’est class\u00e9e troisi\u00e8me sur 32 artistes au Sing! Asia \u00e0 Macao. M\u1ef9 Linh a entam\u00e9 une tourn\u00e9e au Japon. Vietnam News a recens\u00e9 cette s\u00e9rie de succ\u00e8s sous un titre r\u00e9v\u00e9lateur sur le passage de l’\u00e9lan domestique \u00e0 l’ambition mondiale.<\/p>\n

L’ambition exportatrice est un probl\u00e8me de distribution avant d’\u00eatre un probl\u00e8me de talent. La base de fans d’UPRIZE construite au Vietnam \u00e9coute sur Zing MP3. Le m\u00eame groupe qui vise le Japon a besoin de LINE Music. Pour toucher la diaspora vietnamienne aux \u00c9tats-Unis et en Australie, il faut Spotify et Apple Music. Pour atteindre le public proche de la K-pop, il faut Melon et les plateformes cor\u00e9ennes.<\/p>\n

Aucune strat\u00e9gie de vitrine unique ne couvre cette carte. Les artistes qui transformeront ce moment en revenus sont ceux dont le catalogue atterrit, correctement tagu\u00e9, sur tous ces services simultan\u00e9ment.<\/p>\n

Pourquoi la plomberie d\u00e9cide qui gagne<\/h2>\n

Le probl\u00e8me de la V-pop n’est pas l’attention. L’attention est l\u00e0. Le probl\u00e8me est de savoir si les rails sous-jacents peuvent acheminer une sortie vers une douzaine de vitrines avec des m\u00e9tadonn\u00e9es propres et une tra\u00e7abilit\u00e9 des redevances qu’un artiste peut r\u00e9ellement lire.<\/p>\n

InterSpace Distribution livre vers les DSP locaux vietnamiens, y compris Zing MP3, en m\u00eame temps que vers les grandes plateformes mondiales, via un pipeline natif DDEX. DDEX signifie Digital Data Exchange, la norme de m\u00e9tadonn\u00e9es utilis\u00e9e par les plateformes de streaming pour ing\u00e9rer les sorties. Les partages de droits se r\u00e8glent de mani\u00e8re transparente, de sorte qu’un producteur \u00e0 H\u00f4 Chi Minh-Ville et un topliner \u00e0 Hanoi voient les m\u00eames chiffres.<\/p>\n

Pour les labels et les fili\u00e8res de t\u00e9l\u00e9r\u00e9alit\u00e9 qui fabriquent d\u00e9sormais des artistes vietnamiens \u00e0 grande \u00e9chelle, ToneGrid propose la m\u00eame distribution en marque blanche, avec KYC et anti-fraude int\u00e9gr\u00e9s. KYC signifie Know Your Customer, les v\u00e9rifications d’identit\u00e9 qui emp\u00eachent la fraude aux redevances de s’infiltrer dans un catalogue.<\/p>\n

Sony a investi de l’argent r\u00e9el parce qu’il parie que le prochain boys band qui voyagera pourrait \u00eatre vietnamien. Les ind\u00e9pendants qui courent la m\u00eame fen\u00eatre n’ont pas besoin du bilan de Sony. Ils ont besoin d’une distribution qui atteint d\u00e9j\u00e0 Zing MP3 et LINE Music d\u00e8s le premier jour. Cette partie-l\u00e0 est un choix, pas une contrainte.<\/p>\n","protected":false},"excerpt":{"rendered":"Le march\u00e9 vietnamien de la musique num\u00e9rique d\u00e9passe 52 millions de dollars en 2025 et Sony vient d’acqu\u00e9rir 49 % d’une entreprise de V-pop misant sur l’exportation mondiale. Mais l’\u00e9coute domestique se fait sur Zing MP3 et NhacCuaTui, les DSP locaux que la plupart des distributeurs ignorent. Le moment de l’exportation est un probl\u00e8me de distribution multi-DSP.","protected":false},"author":1,"featured_media":7522,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"csco_display_header_overlay":false,"csco_singular_sidebar":"","csco_page_header_type":"","csco_page_load_nextpost":"","csco_post_video_location":[],"csco_post_video_location_hash":"","csco_post_video_url":"","csco_post_video_bg_start_time":0,"csco_post_video_bg_end_time":0,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_post_was_ever_published":false},"categories":[6952],"tags":[13903,6666,6672,15808,15811,14901,15814],"class_list":["post-11643","post","type-post","status-publish","format-standard","has-post-thumbnail","category-industry-trends-fr","tag-apple-music-fr","tag-music-en-fr","tag-spotify-en-fr","tag-v-pop-fr","tag-vietnam-fr","tag-youtube-fr","tag-zing-mp3-fr","cs-entry","cs-video-wrap"],"yoast_head":"\nLe Vietnam mise 52 millions de dollars et Sony parie sur l'exportation de la V-pop. 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