Karik & Wowy are rappers in their early 20s from Saigon who dominate the local underground rap scene. Their target customer market is males aged 15-25 living in major Vietnamese cities. While rap is growing in popularity, they face threats from censorship and may lose hardcore fans if they soften their style. Their revenue comes primarily from performing at local bars and attaching to other artists' tours, but they lack experience performing on big stages.

1. Approaching as a business productKarik & Wowy

2. General InformationWho: Karik & WowyAge: in their first years of 20sOccupation: Nighttime job: Musician (rapper), mostly at barDaytime job: Wowy working for Yeah1, iFocus… Karik (?)Location: SaigonThey dominate the Southside rap scene but is heard a little in the Northside.

3. Market SizeCustomer target: 90% Male, 10% Female (~50% total population)From 15 to 25 (~14% total population)Live in big cities in Vietnam: Saigon (70%)Danang (10%)Hanoi (10%)Other (10%)Estimated market size (potential customers): 700,000+

4. Market SegmentMarket Competitor:Southside: Nah, Rapsoul, Suboi, Kim, HàOkio, TiếnĐạt, GVR Clan…Northside: Justatee (Mr T), LK, Yanbi, LadyKillah Clan…Oversea: PhongLê, Chosen, Anthai…*(bold) are mainstream rappers.

5. Market TrendsFavorite Vietnam music trends with its icon:Teen pop: ĐôngNhi, BảoThy…Mainstream rock: Microwave, Unlimited…Mainstream R&B: HồNgọcHà, ThanhBùi…Cheap pop: LâmChấnHuy, LýHải…Mainstream rap: LK, Suboi…High-class pop: LêHiếu, QuangDũng…

6. Online Performance (ALL)*This chart is an indicator to imagine how much each musical genres influences customers in Vietnam. I draw data from Zing MP3 & Youtube Play Count to calculate the rate for this chart. The formula is the mean value of the play count of iconic stars’ biggest hits of each genres.Note: This chart is about the online performance only. Tours & CD sells & stage performances are not included.

7. Online Performance (RAP only)*This chart is an indicator to imagine how much each musical genres influences customers in Vietnam. I draw data from Zing MP3 & Youtube Play Count to calculate the rate for this chart. The formula is the mean value of the play count of each rappers.Note: This chart is about the online performance only. Tours & CD sells & stage performances are not included.

8. Product AnalysisSTRENGTHSCareful & catchy lyrical sense.Young and fresh.Familiar to young customers.Open-mind, willing to work in cross-genres.Dominate in the underground scene of the most dynamic city.WEAKNESSESLack of performing skill, especially in big stages.Gang life & hot temper (rumors said they involved in some local scene fighting)Lack of training time (due to their daytime job)Unfriendly with media (newspaper & TV)

9. Product AnalysisOPPORTUNITIESLots of place for further skill development.Rap is the rising trend in Vietnam.The market is not settled yet.THREATSProfessional attitude, especially in a working music environment.“Sensitive” song topics. Easily to get caught by the gov’s censorship.They may lose their hardcore fans if they switch to “clean” style.

10. Revenue ModelGigs/ShowsLocal bars: Acoustic, Yoko,…Attendee: Middle ClassFrequency: Daily/ WeeklyChance: HighIncome: Moderate, Stable.Teahouses: ĐiểmHẹn, KhôngTên…Attendee: High ClassFrequency: Daily / WeeklyChance: LowIncome: High, Unstable

11. Revenue ModelGigs/ Shows (cont)Big stages/ stadiums: 126, LanAnh, QK7,…Attendee: Middle ClassFrequency: Weekly / MonthlyChance: ModerateIncome: High, RarelyTV Shows:Attendee: wide publicityFrequency: Weekly/ MonthlyChance: LowIncome: Low, Rarely

12. Revenue ModelToursAttach to other artists’ toursMain market: Me Kong Delta area (Southeastern & Southwestern provinces)Attendee: Low Class to Middle ClassFrequency: WeeklyChance: HighIncome: Moderate to High, Stable

13. Revenue ModelAlbum SellIncome: Negative to Very LowReason: High manufacturing costs Market full of pirates (both legal and illegal)CDs is over.Online SellIncome: LowUnfamiliar with Current Customer BehaviorPotential in the next 3-5 years.

14. Revenue ModelAdvertisementHow:RepresentativeProduct Placement in VideosIncome: High, UnstableAttendee: Wide publicityChance: Moderate