weekly cultural highlights

‍‍
‍The business of art engagement
A BAMBOO ENSEMBLE
who preserves traditions
by embracing innovation

The story of a Bamboo Ensemble who revives traditional Vietnamese culture as they orchestrate symphonies with bamboo instruments. SUC SONG MOI BAMBOO ENSEMBLE is committed to preserving and promoting Vietnam's cultural heritage by embracing innovation, engaging and evolving towards the changing demands of today's arts and cultural audiences.

suc song moi bamboo ensemble

"Suc Song Moi" (new vitality) depicts what the ensemble is doing - an new energy in preserving cultural heritage of Vietnam by the use of bamboo instruments and harmonizing them to deliver the Western charm of orchestras and symphonies. Despite its cultural significance, the ensemble has been facing numerous challenges, including declining audience interest, limited exposure and limited resources. In order to revive the ensemble and ensure its sustainability, it is important for the artist self of the ensemble to employ a market-driven approach in business. First and foremost, it should be aligned with the audience by engaging to the correct group with the demanding product.

More about the project

ABOUT THE ENSEMBLE

Founded and led by Conductor Dong Quang Vinh.
A private enterprise whose key business orders are government show performances, and some other private events.
Innovative and appreciative of Vietnamese culture with the use of bamboo instruments to form an ensemble.

CHALLENGES

Despite its cultural significance, the ensemble is facing numerous challenges:
LACK OF BRAND AWARENESS & AUDIENCE INTEREST
LIMITED CUSTOMER UNDERSTANDING AND EFFICIENT APPROACH
LIMITED RESOURCES

THE PROJECT'S IMPORTANCES

Vietnam's rich cultural heritage is not just a matter of pride, but a responsibility to be passed down to future generations. The connection could not be continued without continuous promotion and preservation efforts by the grown-up Vietnamese, its artists and audiences in terms of music and cultural artifacts.

Suc Song Moi Bamboo Ensemble, a group that is not only preserving the traditional music of Vietnam, but also finding new ways to make it relevant to contemporary audiences. Hence, the initial question "how can marketing and branding efforts preserve and promote the cultural heritage of Vietnam in the case of Suc Song Moi Bamboo Ensemble?" will be investigated in response to the master of marketing and communication management capstone project.

If the future Vietnamese generations do not know or do not find themselves with traditional music and culture, it has to be because of us, this generation, for not having done enough to pass on the good deeds of our ancestors. We should be guilty with the earlier generations.

Culturalist, Professor Tran Van Khe

‍Job-to-be-done

GET
Audiences of all range and psychological needs

TO
Be connected with Suc Song Moi Bamboo Ensemble’s offers AND drive high interests of performing arts as a relevant and affordable entertainment approach

BY
Demonstrating those offers could be a good fit for their diverse and increasingly demanding needs of life, and fulfilling their other commitments.

STRATEGIC APPROACH

ESSENTIALLY EMPATHIZING

AUDIENCE PROFILE GENERATION
TARGETING & PERSONAE
PSYCHO-AESTHETIC MAPPING

EVOLVING & INVOLVING

VALUE PROPOSITION
PRODUCT IDEATION
DESIGN THINKING PROCESS
PRODUCT BRAND STATEMENT

ENGAGING & ELEVATING

Design The Customer Live Affective Experience
communication planning
customer relationship

Deliverables | Product Portfolio Development

EVOLVING MUSICAL PRODUCTS

The product lines are developed on the base of the opportunity zones by mapping the target audience personae (*) into psycho-aesthetic map. The detailed products are further listed on this page, as well as on other product pages.

(*) The audience personae derives from the research, and being part of the Audience Profile - the 1st step in the Music Audience Engagement framework, which are the findings of this project.

BAMBOOFUL

Bamboo will be intensively available, full of presence and selections for each and every need to meet the demanding quest for the joy of entertainment. Hence, the “full” aspect generates rounded bubbles for this target group.

BAMBOOING

The doing together activities during a show that one can be sharing and interacting with their beloveds. Present continuous tense “doing” shows the progressing nature of these product.

BAMBOO2B

The promising involvement that Suc Song Moi and their fellow participants can be sharing as smaller members of their belonging communities. The “to-be” indicates the potential of becoming great hits or coverage that Suc Song Moi can inject into their main program.

ELEVATING PLAYLIST

We aim at reviving the ensemble and ensuring its sustainable and societal growth, it is important to adopt a new approach that focus on

PRODUCT DEVELOPMENT AND COMMUNICATION

to drive ENGAGEMENT between the band’s products and their customers.

Discover more

music audience engagement framework

answers the quest of audible vietnam

Here is the answer to the quest, again:
ESSENTIALLY EMPATHIZING
EVOLVING & INVOLVING
ENGAGING & ELEVATING

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ACKNOWLEDGEMENT & APPRECIATION
In the scope of this project, the authors, Phuc Ngo & Nhut Le, have valuable experience and opportunities to thrill down the core of performing arts to draw a path of surge for this cultural heritage. It is an absolute honour for the authors to be empowered by Suc Song Moi Bamboo Ensemble's management for studying the ensemble as a case investigation, as well as by being accepted by Professor JP Baeyens from Solvay Brussels School of Economics and Management and his supervision and provisional support to carry out the project.

Additionally, a huge amount of thankfulness would be dedicated to the professors, the course coordinators and MMCoM14's classmates at the Marketing and Communication Management program at Solvay Ho Chi Minh City. As a highlight, the authors could not have done this project without the instruction and feedback from Professor Andrew Le with all his enthusiasm and wholehearted guidance. Their prestige professionalism and tolerance in educating the Vietnamese students are far more important and meaningful any words could describe. Our sincere appreciation and gratitude to Professor JP Baeyens, Professor Andrew Le and all other faculty.

Given the efforts the authors have put into this research and its findings, both authors are sincerely and highly aware of the limitations and draw-backs that the work may carry. We are thankful for any further add-on if our interests may ever be intersected.

Thank you
Feb. 2023