Sony Music has just entered Vietnam, bought half the room, launched a boy band, and essentially said we're playing the long game.
Sony Music enters the Vietnam market
So yeah, Sony Music decided Vietnam was the move, then went straight for ownership instead of vibes
Last month, Sony Music grabbed 49 percent of 1Label JSC, which sits under Vietnamese media heavyweight YeaH1 Group
The deal quietly reshuffled the corporate family tree, because nothing says global expansion like paperwork
New joint venture, new name, new boy band
After the ink dried, Sony Music and YeaH1 spun up a joint venture called SYE Holdings
Almost immediately, SYE rolled out a fresh boy group named UPRIZE
Meanwhile, 1Label basically rebranded itself into SYE...