The collaboration between Double2T and producer Masew has added another product to Vietnamese rap that dominates the number one trending spot. After nearly two weeks of release, the Lyrics Video of À lôi has attracted 10 million views on YouTube. On DSP (digital streaming platforms), À lôi has garnered millions of streams.
Double2T is a contestant drawing attention in Rap Viet season 3. His fresh style is a key factor in the success of À lôi. Moreover, the synergy from the game show Rap Viet and Masew’s producing prowess has allowed this product to spread naturally with almost no investment in promotion.
Unique Product
“À lôi” is an exclamation from the Tày ethnic group, expressing surprise or shock. Right from the title, À lôi has piqued the audience’s curiosity.
Double2T incorporates characteristic words and culture from the Northwest and Northeast regions into his rap product. Since his first performance in the Conquering round of Rap Viet season 3, Double2T has attracted attention by including phrases like “Pay ỉn í noọng ơi”, “Hạn Khuống”, and “Xao ưởi” in his lyrics. The rap elements of Double2T are almost making their first appearance in the market, presenting something new that genuinely stimulates the listeners’ ears.
À lôi starts with a catchy hook. Following that, the first rap verse flows at a slow pace. From the second hook (which repeats), Masew intensifies the drums to transport the rap into a different emotional realm. The structure of À lôi is basic and predictable, yet it remains one of the easiest formulas for success in the current market. In fact, Masew has produced many arrangements following a similar template.
Over the past two years, Vietnamese rap has witnessed the rise of Rn’B/Rap, Trap, Melodic rap, and Drill styles…
À lôi stands out as a rap piece that embodies a distinctly “Vietnamese” spirit, going beyond the standards of a purely rap product. Masew uses the lead sound of the mèo flute. Rather than the aggressive mixing found in many rap products on the market, Masew balances the volume and thickness of the drums to harmonize with the flute and Double2T’s rap voice.
À lôi encompasses all the elements to attract a mass audience. This product from Double2T is similar to what has been and is happening in Vietnamese rap, where rappers must measure and calibrate to bring rap closer to the audience. For more discerning rap listeners, À lôi may not be considered outstanding. For instance, Double2T uses two lyric phrases “Dính cả thính lẫn mồi” and “Cũng tính cả rồi”, which are trademark lines of rapper Phúc Du, leading to mixed opinions online.
A hit song is what all contestants in Rap Viet aspire to after leaving the competition and entering the music market. While Rap Viet season 3 is still ongoing, Double2T has already achieved that. The rapper from Tuyên Quang is poised for a brighter future than any other contestant emerging from this season of Rap Viet.
Double2T and Masew are on track to become the new “dream team” of Vietnamese rap. Masew is always well-suited for artists who utilize ethnic materials in their music products. Conversely, Masew is one of the few producers in the market with a musical mindset compatible to elevate Double2T’s greatest strengths.
Masew’s “Quirkiness”
Masew is a unique case in the Vietnamese music producer community. In terms of talent and creativity in music, Masew has yet to sit at the same table as many other veteran producers in the market. However, in terms of sensitivity and understanding audience tastes, Masew truly stands out.
His sensitivity has made Masew the first Vietnamese music producer to exceed one billion views on YouTube. He is behind a series of hits like Túy Âm, Ex’s Hate Me, Kém Duyên, Truyền Thái Y, Thị Mầu, … All share a common thread in that Masew remains loyal to the future bass genre while also incorporating elements of folk music into his mixes. The innovations in Masew’s music are not significant; rather, he focuses on exploiting the strongest points to cater to the habits of the majority of Vietnamese listeners.
Masew’s success in collaborating with Double2T in À lôi will pave the way for innovative rappers to boldly use available materials from the Vietnamese music treasure trove in their works, rather than following the trends of Western rappers.
For the Vietnamese music market in general, À lôi affirms that the essence of ethnic musical materials is firmly established. Since the beginning of 2023, a series of products blending traditional and modern music have emerged, drawing attention such as Thị Mầu, Vũ trụ có anh, and most recently À lôi. Previously, in 2022, See Tình, Bo Xì Bo, and Gieo Quẻ by Hoàng Thùy Linh caused a stir.
Masew and DTAP are exemplary producers in utilizing traditional Vietnamese instruments in their market music products. The success of Hoàng Thùy Linh, Hòa Minzy, and Double2T following this path stems from the audience’s enthusiasm for their national musical pride.
Since the beginning of this year, a series of singers have embraced and followed this trend, marking a positive step in elevating Vietnamese music.
