Viết học thuật | Học viện Báo chí và Tuyên truyền

lOMoAR cPSD| 46560390 INTRODUCTION
Talking about Celebrity Branding, maybe a lot of people might immediately think
about famous person whom use scandals to make themselves become popular with
audience in social media or press. Meanwhile, there are many types of Celebrity
Branding. According to the survey results of a group of researchers, celebrities have a
significant influence on the public and celebrities use stratergies to PR for themselves
and influence the public has became familiar to the public. What is the purpose of
Celebrity Branding? Why has this term? How much influence does Celebrity branding
have on young viewers? Through this article we will find out that. ABSTRACT
Recently, there are numerous debate around the appearance of LGBT community
and how strong that LGBT factors could affect the audience. To be honest, LGBT
community has a big impact on the public but through a wise stratergy is Niche Market.
This article include information about a part of LGBT – boy’s love, and an useful
stratergy used by a famous singer to bring a new wave to music market. By using the
category that have not been exploited much, that have lead to many advantages also
disadvantages to viewers, especially youngers. That could be observed through public
opinion on social media, in real life. It is argued that Niche Market is the best choice for
spreading LGBT element to public. LITERATUREREVIEW 1. Definition of Celeb
Celeb is stands for celebrity, celebrity is a person/group of people who is famous
and well-known by the pubic through social media, entertainment or bussiness.
Normall, a person become a celebrity when the public interested in something of he/she,
for example : actor, singer, politicians, athlete...
2. Definition of Branding
According to John M.Murphy, " Branding is a key marketing tool". Producers have
mark or create their own brand so that customers could recognise it to buy in the next
time. Moreover, it could help purchasers have impression on products and maybe
recommend it to others. The brandingmag.com shows that branding is "a marketing
practice when a company creates a name, symbol or design that is identifiable to
distinguish it to another products" lOMoAR cPSD| 46560390
In my opinion, I think that "branding" is not only create the name, symbol or mark
to be unique for marketing, but olso focus on the quality of products. Customers can
recognize the company through the name or logo but quality is the most important thing to keep they come back again.
Celebrity Branding ( also Celebrity Endorsement ) refers to a marketing strategy
whose purpose is to use one or multiple celebrities to advertise a specific product or
service. The primary goal, in this case, is to reach a greater audience, represented by the
celebrity’s fan base. ( https://wiki.optimy.com/celebrity-endorsement/ ) 3. Public Opinion
- Public Opinion is a social psychology of a person or a group of people through
comment, point of view about something/somebody with a certain evaluation from this
group to anothers. Public opinion is the reflection of people's attitudes.
- According to the article "American Government and Politics in the Information Age",
Public opinion can be defined broadly as the collective views of people in a society. It is
a complicated concept that takes into account the opinions of individual citizens,
groups, and elites. Public opinion is publicized through the media, often by pundits who promulgate elite views.
- "Public opinion can be viewed as the collection of individual opinions, where all
opinions deserve equal treatment regardless of whether the individuals expressing them
are knowledgeable about an issue or not. Thus, public opinion is the aggregation of
preferences of people from all segments of society." ( Boulder, CO : Westview, 1999 )
4. Public Opinion about Celebrities
- It can't deny that celebrities has a huge influance to public opinion.
- Titled : “The Effects of Celebrity Endorsements of Ideas and Presidential Candidates“.
+ people who read about the celebrity endorsements were more likely to agree with the
celebrity’s position if they had a favorable view of them.
+ in contrast, in some cases, the celebrities could lead the backfire. For example some
brands or company cooperate with unliked celebrities or celebrities which have contradictory opinion.
5. My subject : Marketing Strategy - using Niche Market to promote products -
Singer NTTQ and his products is Music Video which has content about boy's love.
- I will provide information about this topic
+ What is fujoshi and what need to know about them? ( https://transgender.com.vn/hu- nu-la-gi/ ) lOMoAR cPSD| 46560390
+ what is niche market and how to create it
?(https://vietnambiz.vn/thi-truong-ngach-niche-market-la-gi-cac-buoc-tao-ra-thi-
truongngach-20191106214425586.htm)
+ Taking advantages of boy's love, NTTQ makes netizen have a aversion with LGBT community (
https://tinnhac.com/loi-dung-dam-my-nguyen-tran-trung-quan-dang-khien-netizen-ac-
ca m-voi-cong-dong-lgbt-135823.html )
6. About my subject, what is the scientist said?
+ Definition of Niche Market : Niche marketing can be defined as Where a business
targets a smaller segment of a larger market, where customers have specific needs and wants ( Jim Riley )
+ Some benefits and drawbacks of Niche Market Strategy ( Jim Riley )
* Targeting a product or service at a niche segment has several advantages for a business
(particularly a small business):
- Less competition – the firm is a "big fish in a small pond"
- Clear focus - target particular customers (often easier to find and reach too)
- Builds up specialist skill and knowledge = market expertise
- Can often charge a higher price – customers are prepared to pay for expertise - Profit margins often higher
- Customers tend to be more loyal
* The main disadvantages of marketing to a niche include:
- Lack of "economies of scale" (these are lower unit costs that arise from operating at high production volumes)
- Risk of over dependence on a single product or market
- Likely to attract competition if successful
- Vulnerable to market changes – all "eggs in one basket"
* Another point of view from Kristen McCormick
(https://www.google.com.vn/amp/s/thrivehive.com/niche-marketing-small-business/amp/ )
- Enhanced relationships with customer
- Reduce competition - Vision increased * My Opinion lOMoAR cPSD| 46560390
- Niche Market (NM) is a wise strategy and it could lead to numerous benefits. But it
only suitable with a community not all people, so it may brings the company/producer lots of lovers either haters.
- Chosing NM is the way to focus on a group of people but might has their attention completely.
- But if that products suitable for this group, it may annoying to others - people who doesnt have the same interest INTRODUCTION CASESTUDY
Nguyễn Trần Trung Quân aritist
Nguyễn Trần Trung Quân was born in 16/11/1992 in Hanoi, he is a singer, music
producer. Studied in Vietnam National Academy of Music from a young age, Trung
Quan joined a professional singing career through many national competitions, typically
with the award for “Potential Singer” at Sao Mai contest 2011 and the top 4 Sao Mai
contest 2014. Nguyễn Trần Trung Quân là ca sĩ, giảng viên thanh nhạc của nhiều nghệ
sĩ nổi tiếng Việt Nam như: Erik, Min, Cường Seven,... Recently, Quân has released his
new Music Videos with content about boy’s love, which has created a “big bang” to
Fangirl Communities and audiences.
About my case study, it's a process of PR for boy's love products of a singer name
Nguyen Tran Trung Quan, specifically is the 3 MV of this singer : Tự Tâm, Canh Ba
and Nước Chảy Hoa Trôi ( a present MV for fans). By using boy's love - a factor that
have never been used in Vietnam's music, NTTQ and his content creater Denis Dang
have brought a new taste in also music and opinion of gender. DISCUSSION
WHAT IS BOY’S LOVE CONTENT IN NGUYEN TRAN TRUNG
QUAN’S NICHE MARKET STRATERGY ● What is boy’s love
+ “Fangirl” : The term “fangirl” is originally from Japan with the
transliteration "fujoshi", they come out of Japanese Manga stories and gradually affect
the thoughts of the readers. “Fangirl” are girls who are attracted by the love between men
and men and are fond of their beauty and love. ●
About my case study, it's a process of PR for boy's love products of a singer name
Nguyen Tran Trung Quan, specifically is the 3 MV of this singer : Tự Tâm, Canh
Ba and Nước Chảy Hoa Trôi ( a present MV for fans). By using boy's love - a
factor that have never been used in Vietnam's music, NTTQ and his content
creater Denis Dang have brought a new taste in also music and opinion of gender. lOMoAR cPSD| 46560390 ●
Using this boy's love category, NTTQ has focused on a huge community, it's
fujoshi - people are fond of love between man and man, not only in VN but also in
the world because this type of content is new and strange, rarely artists or singers
have mentioned it officially before, even in foreign countries. NTTQ's stories
through MV are unique and gostly, but the highlight of the MV also the visual of
the actors and actress. In the process of release these MV, there are many opinions
disagree with NTTQ's products, they considered that these type of art would affect
to the awareness of the youngers. By releasing these MV, NTTQ and his team has
created a 'big bang' in his career and fujoshi community.
AFFECTION FROM MUSIC VIDEOS HAVE BOY’S LOVE CONTENT TO AUDIENCE ●
MVs with boy’s love content có ảnh hưởng sâu sắc tới giới trẻ hiện nay, có nhiều
luồng ý kiến về vấn ề này, có người ồng tình, hưởng ứng và tỏ thái ộ rất thích tú khi
xem MVs mặc dù không phải Fan của nội dung Đam mỹ nhưng cũng có người tỏ ra ái
ngại, khó chịu khi xem những nội dung này. Các MVs Tự Tâm, Canh Ba và Nước Chảy
Hoa Trôi ều mang nội dung Đam Mỹ, kể về chuyện tình cảm của Hoàng Thượng
(Nguyễn Trần Trung Quân), Hoàng Hậu (Quỳnh Lương) và Bạch Liên Hoa (Denis
Đặng). trong MV có những phân cảnh khác nhạy cảm giữa nam - nữ và nam - nam. một
vài khái giá khi xem thấy rất hào hứng và thích thú nhưng một số người lại tỏ ý chê bai
và cho rằng ây là “văn hóa phẩm không lành mạnh”.
AFFECT OF NICHE MARKET TO NGUYEN TRAN TRUNG QUAN’S PRODUCTS
• The use of the Niche Market strategy is considered as a wise step of the singer,
evenhim could not have expected the resounding success and effects caused by the MVs
in a short time. At realeasing time : Tu Tam 37M views, Canh Ba 20M views
• There has been a lot of Fanpages, Fangroups or Group chats to support this singer
of young people who fond of “boy’s love” from Vietnam and foreign country such as FC
Lighter, Ngyen Tran Trung Quan fanpage with more than 1M followers, LIGHTER, LIGHTERSTAR, ...
• MVs are meticulously invested in terms of images and techniques, with a bit of
anantique look but are generally considered as not like Vietnamese but more like
Chinese. from costumes, hair, makeup to accessories such as headgear, hair pins. MVs
has scences mysterious, ghostly with excellent actors’ appearances lOMoAR cPSD| 46560390
• A series of Reaction Videos from Vietnam and foreign country, the audience
wassurprised and admired by the character creation, situations and plot twists in MVs.
There are people after watching the MVs of Nguyen Tran Trung Quan and his
partners,they were extremely interested because of the new and unique content in the
Vietnamese music industry, and at the same time lead to the curious of viewers. Those
factors, along with the catchy and lovely melody through the singer's voice has made a
big impression in the Vietnamese music market at the time of releasing. The new
content made the audience admire and be amazed when watching because in the past,
the videos, stories and movies with boy's love content were often very few, if any, there
was not too attractive content and most of it was created or wrote by fans. But here are
the music products that are filmed, scripted, meticulously invested and elaborated,
carrying the artist's emotional feelings in each scene and lyrics. Music Video with Boy's
love content has brought Nguyen Tran Trung Quan a large number of new fans who are
young people who keen on boy’s love. Keywords such as "boy's love", "Quan - Den",
"tự tâm", "canh ba", "Nguyen Tran Trung Quan", "Dennis Dang" have been to the top searching for a long time.
It can be considered that Music Videos with boy's love content are like bringing a
new wave to Vietnam and foreign music market, contributing to the success of singer
Nguyen Tran Trung Quan and also a good foundation to bring Vietnamese music to the
world. A lot of international friends have come to commet, like and share this music
product, it is a big step on the musical of Vietnam in general and diversifying the national culture.
Besides, there are other disadvantages as some critics say that releasing videos with
content like this will affect young people's thoughts and actions. Young people will have
distorted thoughts about gender as well as social perception.
+ cause distortion of gender perception
+ causing the phenomenon of young people deliberately becoming a third gender, as
a movement even though they are not part of the LGBT community naturally
+ Nguyen Tran Trung Quan and partners sometimes have extreme, ridiculous, and
offensive performances that make the audience feel embarrassed when watching.
+ Opening the door to welcome LGBT is quite difficult for the Vietnamese
community because this is going against the traditional customs of Vietnamese people,
a large part of Vietnamese people does not agree with the existance of LGBT
In my opinion, I recognize the acceptance of new cultures from the LGBT
community, both to enhance my self-worth, to think civilly, thoroughly, and empathize lOMoAR cPSD| 46560390
with everyone. Respect all individuals regardless of gender, without gender
discrimination or skin discrimination. But I personally do not agree with ridiculous
performances, excessive LGBT abuse in life or gender discrimination. CONCLUSION
Nguyen Tran Trung Quan has used successfully Niche Market stratergy with
category boy’s love. Even him has not image the succeed of that products and that lead
to a big impression in fangirl communities in Vietnam and foreign country. With strange
and unique content, Nguyen Tran Trung Quan has created products that impact on
audiences’ curiosness and pasion for boy’s love and that also a important point to
increase the fame of singer. Using Niche Market is a strategic step include both luck and
risk to any celebrity. As they always say : “ Go big or go home!”