MONO's return is full of disappointment, the voice is criticized, the audience sarcastically is still "Son Tung M-TP's younger brother"?

After "Forget You" and "Waiting For You", MONO officially released the MV for the 3rd track in the album "22" - "Em La". This product has a unique futuristic concept, but is the result as expected of fans?

Release an audio track with a catchy, "absorbent" melody right from the first listen

After the hit Waiting for You was loved and received by the audience, it immediately turned Mono into one of the most famous young stars in the Vietnamese music industry.

After a rather quiet period of "top trending race", the singer born in 2000 suddenly returned to the music track with the MV Em La. However, the product did not create a good effect when it was released even though it was heavily invested in music and image.

Em is a song composed by Mono with producer Onionn, taken from his debut album 22, released last August. The song was performed by the original vocalist Thai Binh in a number of large and small stages. Perhaps because of that, most Mono fans are familiar with the song, even by heart.

The composition has a simple melody, the chorus is short and easy to remember. Throughout the song, Mono draws listeners into the sweet lyrics. The song's message is also positive, in stark contrast to many sad heartbreaking ballads on the Vietnamese music market.

Em's highlight belongs to the catchy mix performed by Onionn. The producer uses a lot of electronic sounds to make the composition more modern and youthful. He blew on the colorful dancehall song - a popular music genre in Jamaica, with bold American characteristics and was very popular in the 2000s.

Mono's vocals and handling are still immature, but supported by Onionn's mix.

The image is invested but discrete between the song's content and the conveying meaning

MV Em is a pretty impressive visual part. The story is set in a fantasy city in the future.

Right from the first segment, Mono and the female character stand opposite each other in a street still wet with rain. Around them crowded with people, modern architecture with sparkling red and blue neon lights. Above, the flying robots seem to be following the characters.

The content puts the perspective of a guy who is passionately in love. Scenes depicting the relationship between MONO and a girl are clearly depicted at the beginning of the MV. Both the character of MONO and the other girl have a lot of love for each other, and at the same time, it shows that the two have a strong, seemingly unbreakable bond.

However, at the end, all are just memories of an EM - Virtual Influencer (virtual person) who carries the girl's memories after leaving. The twist comes when Mono realizes that the girl standing in front of him is just a virtual character, with a completely different shape and face from what he has known before. This beautiful love makes EM seem insensitive to tears as well.

Being a girl or EM is the soul of both still belonging to each other, in any form. Besides, this scene creates a lot of reflection on whether AI is really merely "machines" as many people previously understood.

Despite being invested, the visual part of the MV received mixed opinions from the audience. Some appreciate the product because of the many beautiful scenes, careful technical effects, not even inferior to many international MVs.

On the contrary, there are also opinions that the visual part does not really match the lyrics. When listening to the song, the audience imagines a simple and sincere love story. But the crew made the MV with a futuristic, colorful technology context.

The end of the "impressive 'plot twist'": The effect was not what the crew expected, why?

Compared to the common ground of music products released at the same time, Em is still a quality MV, taking care of both the audio and the visual part. Not to mention, the product also has many factors to succeed, such as the heat from Mono's name or his long absence from the market.

Unfortunately, the MV was not warmly received by the audience. After 5 days of release, the product has a meager number of views, currently less than 600,000 views on YouTube.

The reason why Em is not attracting the audience is mainly because this is an old song, released 11 months ago.

The audio version of the song "Em" was released at the same time as the debut album 22. This is a song that creates many effects, second only to the "national hit" Waiting for you. Up to now, the audio version has surpassed 17 million views, 125,000 likes and more than 3,000 comments.

But the team did not grasp the opportunity. It was not until November 2022, when the official MV was released, that the song had cooled down. As a result, the product has not yet surpassed 10 million views even though it has been released for more than 8 months.

This case is similar to Waiting for You. When the song went viral, the audio MV hit more than 93 million views, making it one of the most viewed MVs on YouTube last year.

When Em was debut, Mono didn't have many strong competitors to compete with. However, the crew did not have a reasonable promotion strategy, making the MV unattractive. The product is completely inferior to the 2 previously released MVs, which are Ambiguity (Suni Ha Linh, Gray D) and Because you have never cried (Ha Nhi).

Perhaps, Mono will have a better effect if it releases a completely new song, and at the same time invests more in promoting the MV.

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