#Case Study · Brand & Sponsor Integration

Tấm Lòng Cửu Long

Name: Tấm Lòng Cửu Long — Ricky Star × Alpha Works
Uploaded: 2026-07-09
Duration: 7 s
Description: An artist's Tết release had to carry a sponsor. The brand needed to be clearly present, without turning the song into an advertisement — and the whole project had to land in the Tết window.

Artist · Brand: Ricky Star × Alpha Works (GenBeat speaker)
Role: Producer · Production Lead
Release: Tết 2026
Format: Brand-sponsored MV · Tết music session

#2 on YouTube Trending Vietnam

The Problem

An artist's Tết release had to carry a sponsor. The brand needed to be clearly present, without turning the song into an advertisement — and the whole project had to land in the Tết window.

What I Owned

Producer and Production Lead — involved from the very start: pre-master listening, song selection and release planning around the Tết season; then building and running the production structure that connected artist, sponsor and production through release.

Key Decisions

01

Start at song selection

Release timing was decided together with the song, not after production — so Tết became part of the strategy rather than just a deadline.

02

Put the product inside the culture, not next to the story

The story was built on Southern Vietnam's Tết karaoke culture. The speaker belonged to everyday life inside that story, instead of appearing as a separate ad frame.

03

One structure for three sides

Artist team, sponsor team and production worked from one timeline and one line of communication, so the commercial goal moved with the story instead of pulling against it.

How It Was Made

I held the production direction and execution plan, coordinated the artist and sponsor teams, managed the timeline and cross-team communication, and oversaw brand integration throughout production.

Results

#2 on YouTube Trending Vietnam
21M+ views
Released on time for Tết 2026

Takeaway

“The brand was visible. The story still belonged to the artist. Good integration starts at song selection, not at the moment a product is placed in frame.”

Claim boundary: View count as publicly shown on YouTube on 5 Oct 2026. No claim is made about the sponsor's sales results.

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