Commerce is an indispensable element in the music industry. It is just as important as artistry itself. Creating a highly commercial music product is no easy task. When brands collaborate with artists or music producers, music becomes deeply psychological—where the customer is the target. Music has the power to influence user behavior, shape buying decisions, attract potential customers, and generate massive revenue for brands after each successful campaign.

Brands, too, are vital to the music industry. They often determine the scale of a project, a product, or a performance. When a musician can satisfy the creative and strategic demands of a brand, that, too, is a form of artistry—one that not everyone can master.

Nguyen Bao Trong is someone who aspires to master that form of artistry. Over the years, he has collaborated with many major brands, taking part in campaigns that bring commercial music to the audience. More importantly, he chooses balance as his approach to music—bringing commercially viable music to the market while preserving artistic integrity. For him, navigating the intersection between art and commerce is at the heart of his musical journey.