initiating thoughts
From Roots to Rhythms:
The Continuity and Innovation
for Cultural Preservation
Bamboo is a traditional material that has been used for centuries in Vietnam for a wide range of purposes, including making musical instruments. The use of bamboo in music is seen as a way to connect with Vietnamese cultural heritage and promote national identity.
"bamboo - a familiar symbol of Vietnamese people’s life and soul, has long been used to create distinctive musical instruments being played at family and communal events and festivals."
Market-driven Demands and Cultural Entrepreneurship for a Vietnamese Bamboo Music Ensemble
Bamboo is a traditional material that has been used for centuries in Vietnam for a wide range of purposes, including making musical instruments. The use of bamboo in music is seen as a way to connect with Vietnamese cultural heritage and promote national identity. Ngoc-Anh from the Voice of Vietnam (2017), also agreed by Vietnamtourism.gov.vn (2020), indicates that traditional music is an important part of Vietnamese identity, and it provides a connection to the country's history and cultural heritage.
Suc Song Moi (New Vitality) Bamboo Ensemble in Vietnam, for example, has become a symbol of Vietnamese culture and its performances showcase the country's rich musical heritage, therefore, have helped to build the national branding of Vietnamese music, both domestically and internationally. This has contributed to the promotion of the country's image as a cultural and tourist destination, as well as attracting global attention to the traditional musical art form of Vietnam, according to Le (2019) cited in Vietnamtourism.gov.vn (2020).
Additionally, the use of bamboo instruments also has significant benefits in terms of building a national branding, fostering societal patriotism, and promoting social and economic development. Firstly, it connects Vietnamese people with their cultural identity and promotes a sense of pride in their country's traditions. The Bamboo Ensemble has brought together musicians from different regions and backgrounds, creating a sense of unity and shared cultural identity. It fosters a sense of societal patriotism and national pride among the Vietnamese people, contributing to a cohesive national identity (Tran, 2011). Moreover, the development of the bamboo instrument industry in Vietnam has led to social and economic development with a significant impact on the country's economy, providing jobs and income for many families in rural areas from the Vietnamese bamboo instrument industry (World Intellectual Property Organization - WIPO, 2020). The industry has also helped to preserve traditional craft skills and techniques, passing them down to future generations and contributing to the promotion of Vietnam's cultural heritage (Yen & Phuong, 2017).
A Catalyst For Cultural Preservation And Economic Development
Furthermore, the use of bamboo instruments in ensembles has become a significant cultural and artistic trend in Vietnam, attracting young musicians and promoting innovation in the traditional music industry. To illustrate, the use of bamboo instruments in modern music genres has created a new form of music that combines traditional and contemporary elements, attracting younger generations of music enthusiasts and contributing to the revitalization of traditional music (Long-Nguyen, 2021).
Therefore, a traditionally practiced performing art group such as Suc Song Moi BamBoo Ensemble has been creating substantial impacts on national branding, societal patriotism, and social-economical advancements. Nonetheless, the popularity of traditional music can ebb and flow over time, so it is essential for ensembles to be attuned to changing tastes and preferences. Healy (2010) asserts that these ensembles must adapt to changing market-driven demands to remain viable in today's context.
Bamboo Music Instruments Are Connecting Generations and Preserving Cultural Heritage
This project aims at understanding the current state Suc Song Moi Bamboo ensemble is in and proposing an appropriate framework of innovation that the ensemble can apply to their business and operations in order to pass on the good possessing years of cultural heritage of Vietnam.
Innovation is key to success in the arts, and cultural organizations must embrace change and take risks to stay ahead (Fjelstad, 2017)
Project At
a GLANCE
Statement of Issues
Significance of the Issue
Aims of the Project
Objectives of the Project
To identify and develop potential music audience profiles to be a good base for engagement approaching.
To formulate an appropriate strategic approach for developing arts-based products towards the commercial market's interests.
Key Questions and Expected Outcomes
1. Is there still an interest in cultural arts with bamboo instruments and performances?
2. What are the impacting factors a cultural art performance has to carry in order to keep its audience?
3. Who are the audiences in a snapshot?
4. How to make them engaged with performing arts using bamboo instruments?
5. What is the roadmap of engagement that small businesses in the arts sector can employ to ensure their existence in the market?
References:
- Fjelstad, K. (2017). Innovation in the arts: A practical guide to navigating the complexities of the creative sector. Routledge.
- Giebelhausen, M. D., & Mabry, M. (2014). Making the market work: A framework for cultural organizations in the digital age. Journal of Arts Management, Law, and Society, 44(1), 5-14.
- Healy, A. (2010). Vietnamese music: Tradition and change. Popular Music and Society, 33(1), 97-106.
- Long-Nguyen (2021). Traditional Vietnamese music enjoys online revival - VnExpress International. [online] VnExpress International – Latest news, business, travel and analysis from Vietnam. Available at: https://e.vnexpress.net/news/life/culture/traditional-vietnamese-music-enjoys-online-revival-4270364.html [Accessed 15 Feb. 2023].
- THE VOICE OF VIETNAM. (2017). Bamboo musical instruments in Vietnam. [online] Available at: https://vovworld.vn/en-US/culture/bamboo-musical-instruments-in-vietnam-531232.vov [Accessed 10 Feb. 2023].
- Vietnamtourism.gov.vn. (2020). Available at: https://vietnamtourism.gov.vn/en/post/15068 [Accessed 15 Feb. 2023].
- WIPO. (2020). Intellectual Property and the Bamboo Music Industry in Vietnam. Retrieved from https://www.wipo.int/edocs/pubdocs/en/wipo_pub_1055.pdf
- Yen, N. T. K., & Phuong, N. M. (2017). Exploring the Value of Traditional Music Instruments in the Development of Cultural Tourism in Vietnam. Journal of Tourism and Heritage Research, 4(2), 16-30.