Brian Jeffrey
The entertainment scene in Vietnam sees diverse and fluctuating fee structures for various tiers of artists, including S, A, B, and C-listers. For S-list stars, performance fees range from 1.2 to 1.6 billion VND per show, with some artists achieving record amounts of 2 billion VND ($81,600), often contingent on specific terms.
Traditionally, “A-list stars” represented the pinnacle of celebrity status. However, with the growth of idol culture in the past five years, a new echelon, “S-list stars,” has emerged, consisting of less than ten exceptional artists who overshadow their A-list counterparts.
Typically, S-list artists command fees between 700 million and 2 billion VND per show.
As per sources from VietNamNet, one male singer charges between 1.2 and 1.6 billion VND per performance and has previously set records at 2 billion VND. Another notable artist in this category charges 1 billion VND for a short set of three songs, with preferences for larger brands over smaller companies.
A female singer uses a flexible pricing strategy, asking for 1 billion VND from major brands but offering a more affordable rate of 500-600 million VND for established partners.
A rapper within the S-list also operates with a strict baseline fee.
A-list artists are split into two segments. The A+ group features artists charging 500-700 million VND, like a prominent female singer known as the “Queen,” who recently participated in a national music competition and demands 700 million VND.
Other notable figures include popular Gen Z artists emerging from top reality shows over the last two years, such as singer M and rappers T and H.
A newer male singer, with less than three years of experience, commands between 500 and 800 million VND, surpassing some established S-list artists despite being classified as A+.
A former singing contest champion insists on a minimum fee of 500 million VND, even after a period of absence from the industry.
The A- tier consists of many earlier A-list celebrities alongside fresh faces from reality TV shows, charging between 250 and 500 million VND.
The B+ tier includes current sought-after performers who typically perform both large and small gigs, with fees around 200-250 million VND.
Veteran artists and lesser-known contemporary singers occupy the B- category, where fees range from 100-200 million VND.
C-list artists typically earn from 30 to 100 million VND, while D-listers average around 5-10 million VND. Newcomers often struggle to gain traction in the industry.
The aforementioned fees are indicative and can vary greatly in negotiations, sometimes leading to unexpected outcomes. Sources highlight that quoted fees frequently encompass additional costs, including promotional efforts prior to the event and post-event social media engagement.
Many singers provide their rates as comprehensive packages but may itemize them for smaller brands that can’t meet higher budgets.
For instance, a male S-list artist’s average fee of 1.2 billion VND includes elements beyond performance, like customized arrangements and social media engagement commitments.
Contractual terms detail the requirements for singers, ensuring fulfillment to benefit involved brands.
The stated fees typically represent averages for medium-sized events, while major shows tend to see a 30-50% increase in charges.
Travel and accommodation considerations also play a significant role; for example, a female A-list singer residing abroad requires specific travel and lodging arrangements, charging between 250 to 300 million VND.
Fee structures can shift quickly, sometimes within a few months, affected by various factors, both objective and subjective.
While A- and B+ tier singers may have high charges, smaller venues often prefer to share proceeds, typically at a split of 50:50 or 60:40. Thus, a concert that generates 200 million VND may yield a singer only 100 million VND.
This revenue-sharing model helps maintain relationships in smaller venues focused on consistent audiences, prompting some performers to adapt to shared arrangements for steadier income.
Singers sometimes provide emotional discounts, charging familiar clients lower fees, whereas some maintain a capped discount of 20-50 million VND.
Event organizers tend to favor established A-list singers for their reasonable rates and reliability, while current A-list artists may find fewer opportunities due to their attitudes. Generally, each event will highlight one star along with several interchangeable names based on the budget.
Occasionally, newly popular artists may increase their fees without securing shows, leaving them in a precarious position. For instance, a singer seeking 600-700 million VND might find themselves without offers, causing organizers to opt for alternatives at lower rates with similar appeal.
Ultimately, the fees an artist commands don’t necessarily reflect their standing in the entertainment realm. Long-standing veterans remain A-list despite lower fee levels, while many regarded as A- may only hold B-list status in reality.
Fee levels can sometimes relate to the quality of performance, encapsulated in the saying, “temporary performance, eternal status.”
