Music Ally Vietnam: The Launchpad Project” was officially launched in Ho Chi Minh City as part of the annual Connections Through Culture (CTC) program funded by the British Council.
The initiative is led by Music Ally, a leading music industry knowledge and skills organization in the UK, in collaboration with Ms. Huong Doan, a seasoned expert in the development of the Vietnamese music industry.
“A solid foundation for the next generation of music makers” Marking a milestone in building a structured, practice-based, and internationally-aligned educational ecosystem for artists, producers, managers, marketers, and individuals working in the music sector.
Three Fully-Free Online Courses in Music Business
Music Ally Vietnam: The Launchpad Project” is a free, online training program offering three Vietnamese-language courses, tailored to the local context and delivered by Vietnamese experts. The courses include:
- Music Business Essentials
- Music Marketing for Artists
- Music Marketing for Marketers
These courses are adapted from Music Ally’s original curriculum, which has been developed over more than 15 years and delivered across 12 countries.
In Vietnam, the program content has been localised, translated, and updated by Ms. Huong Doan with the support of a team of professionals in music, copyright, and communications.
Project Goals and Target Audiences
The Launchpad Project aims to provide accessible and specialized education in music business through four core objectives:
- Empower independent artists with business knowledge and strategies to help them take ownership of their music, distribution and promotion.
- Equip marketers working in the music field with hands-on tools and digital techniques, especially those not formally trained in entertainment marketing.
- Update foundational knowledge for artist managers and professionals in music companies, keeping them informed of international trends, copyright regulations, and digital revenue models.
- Support students and newcomers to the industry who are eager to learn professionally but lack access to high-quality, Vietnamese-language materials.
“This is the first time in Vietnam that a structured, international-standard music business training program has been delivered entirely in Vietnamese, with content rooted in real industry practices – and it’s free.”
– Ms. Huong Doan, project lead
Target learners for each course
- Course 1 – Music Business Essentials:
For emerging, self-starting (DIY) artists who handle everything independently and are building small support teams. Also suitable for aspiring professionals wanting a clear overview of the music business ecosystem. - Course 2 – Music Marketing for Artists:
For artists looking to build their brand identity, grow their audience, and learn how to integrate music with modern marketing tools. Also ideal for team members managing fan pages or internal communication. - Course 3 – Music Marketing for Marketers:
For marketers working at record labels, artist management firms, or distribution companies. Also tailored to cross-disciplinary learners (finance, journalism, tech, etc.) who are entering the entertainment industry driven by passion.
Implementation and Partnerships
The project is supported by:
- Dihocdi.vn, the official e-learning platform, offering user-friendly access and updated content closely aligned with Vietnam’s music industry landscape.
- Media and community partners including Nha Nhac, Co Dong, and Vietnam Indie Club (VIC).
In addition to the course launch, the project includes a roundtable event bringing together artists, experts and creative professionals to foster open dialogue and long-term cooperation.
“Vietnam’s music industry is full of talent – what’s needed now is the right knowledge and a long-term strategy.”
Quotes from Project Leaders and Sponsors
“I’m thankful to Music Ally for trusting me with this challenging and meaningful project. Friends and partners working in copyright, government bodies, and the private sector helped validate and refine the content to ensure it reflects the real music business landscape in Vietnam.”
– Ms. Huong Doan, project lead
“Vietnam is a vibrant and promising market, with a new generation of energetic artists. We are excited to support real and sustainable change.”
– Steve Mayall, Co-founder, Music Ally
📌 Press Contact
Contact person: Ms. Huong Doan
Phone: +84 916 686 056
Email: contact.musically.vietnam@gmail.com
Facebook: facebook.com/musicallyvietnam.thelaunchpadproject
Course registration: https://dihocdi.com/khoa-hoc/music-business-essentials/
Press Photos https://drive.google.com/drive/folders/14jmWW9isemn0HK4ZPbks4D88Cqe2xOZk?usp=sharing
Appendix
🔹 About Musically UK
Music Ally is a global organization providing research, training, and strategic consultancy for the music industry. With over 20 years of experience, it has worked with record labels, digital platforms, universities and governments across six continents. Music Ally also publishes global market reports and delivers hundreds of online and short-format courses annually.
Website: https://musically.com
🔹 About Ms. Huong Doan
Huong Doan is a music business and copyright expert in Vietnam, with senior roles at VCPMC and Sony Music Entertainment. She has worked with global organizations to grow the digital music landscape and promote music industry education in Vietnam.
🔹 About the British Council’s CTC Programme
Connections Through Culture (CTC) is a British Council regional programme supporting cultural exchange and creative collaboration between the UK and Asian countries. CTC offers funding for community-driven, sustainable arts and education projects.
