Every year, Malaysians produce so many Chinese New Year (CNY) songs that a Singaporean comedian was baffled by the staggering amount of festive season songs every year. Malaysian singer and content creator, Bingyen, has since explained in a video why there are up to 300 CNY songs every year in Malaysia.
Bingyen started by explaining that the primary reason for composing a New Year song is to embrace the Chinese culture in Malaysia.
“Whether it is the New Year’s Eve dinner, lion dance performances, or hanging Spring Festival couplets and pasting characters of blessings, these traditional customs are well preserved in Malaysia.”
“CNY songs are actually part of Chinese culture. The familiar melody and words of blessing will give listeners a strong sense of belonging.”
“Side income and business opportunities”
Although many artists say that they make New Year songs out of love, Bingyen admits that traffic and revenue are also part of the motivations.
“Every 1,000 views can bring in advertising revenue of about RM4, and these songs are not a one-time deal. There will be a new wave of clicks every New Year, and songs from a few years ago can also bring considerable passive income.”
In addition to the platform’s advertising revenue, Bingyen pointed out that there are huge commercial opportunities hidden behind the New Year songs, creating a win-win situation for both parties.
“For example, artists can embed advertising elements through songs, such as brand logos or product placements, and even tailor-make theme songs for companies.”
“Some businesses will work with artists to launch customised New Year songs to increase brand exposure and allow artists to earn extra income.”
With more local talents producing CNY songs and movies yearly, do you think this tradition and culture of massive CNY-related media should be continued? Do you feel “at home during the festive season” when listening to the festive songs?
What suggestions do you have for the local talents when it comes to producing more CNY content?
