Local singers now prefer producing music videos (MV) to albums, as MVs provide them with the chance to make the most of their artistic creativity, sign contracts with YouTube, appear in more shows, and have more opportunities to act in commercials.

2013 is considered the year of the music video, as three to five videos are released every week.

In the past, singers would release EPs featuring two or three songs from their upcoming albums to gauge audiences’ response. Now they do so with their videos.

“MVs cost a bit more than singles but are more effective,” said singer Thao Trang.

Many singers who are also considered part of the fashion world also opt for MVs, as they showcase not only their singing ability but also their physical attractiveness and acting skills.

With the ready availability of the Internet and social networks like YouTube and Facebook, the introduction of a new video to audiences is remarkably easier than with other forms.

According to producers and distributors, to release an album or single, singers have to complete loads of paperwork, including applying for permits and stamps, which means a prolonged, tiring wait.

Meanwhile, singers are almost autonomous when it comes to the scripting, filming and publishing of their MVs.

Videos are not only embraced on the Internet and social networks, but are also welcomed on booming television channels which broadcast almost 24/7 and are always hungry for new content.

Such channels as MTV Vietnam, Yan TV and Yeah1 TV have been jostling for exclusive or earlier coverage of high-quality MVs or those featuring celebrated singers.

Not only fresh, young singers but also established and top names now choose to produce MVs.

‘Vietnamese pop king’ Dam Vinh Hung didn’t make any MVs until last year, when he released his first one, titled “Tuoi hong tho ngay” (Naïve teenage years) and “Tinh yeu online” (The online love), which became instant hits.

Famed pop singer My Tam also put aside her work on a new album to focus on her recently launched videos, including “Vi em qua yeu” (As I’m too much in love) and “Chuyen nhu chua bat dau” (Like we haven’t begun).

Those who were previously indifferent to music videos, such as Hong Nhung, Duc Tuan and Quang Dung, also began to produce MVs last year.

They then showed more interest in this form, as they could freely satisfy their creativity by writing their own scripts.

Producing an MV of relatively good quality is quite costly, fluctuating from VND100 million (US$50,000) to several billion dong. However, some cost only VND20-30 million.

Young pop singer Dong Nhi said that MV production costs vary considerably and depend on several factors, including the teams’ skill and reputation, technology, settings, and visual and audio effects.

No matter how much singers invest in their MVs, they can’t sell them. However, a good, popular MV will bring its owner several opportunities.

My Tam’s two smash hit videos, titled “Chuyen nhu chua bat dau” (Like we haven’t begun) and “Trang den” (Black and White) have earned her several local music awards and contracts with YouTube.

Pop singer Hien Thuc’s video titled “Nhat k,y cua me” (Mother’s diary) featuring a unique sand drawing technique has been enthusiastically embraced, along with the contract to be a juror on the Vietnamese version of “The Voice Kids” reality singing show.

Music videos also introduce singers’ talents and skills to show managers.

“Those who make appealing MVs featuring good music and scripts will surely get more show offers,” said show manager Hoang Tuan

Singers also often get several lucrative commercial invitations after their MVs become hits.

Several years ago, as young singer Minh Hang launched an MV that looked just like a commercial, she said that she would be a “queen of commercials” soon.

Hang has received several commercial offers since then.

Several singers discreetly add scenes or information to advertise certain products of their MVs’ sponsors, which usually look just like normal settings to viewers, to their MVs, to reduce costs.

Famed pop singer Ho Ngoc Ha’s recently launched MV “Cam on cha” (Thanks Dad) may face a fine of VND30 million for its several close-up covert advertisements of a brandy trademark, which is banned under Vietnamese law.

Despite the boom in MVs, there are no local awards that feature the category of Best MVs, except The Zing music awards.

Last year, MTV Vietnam launched their MTV Video Music Awards, but this award can’t be given away annually due to insufficient funding.