MMUSIC ECOSYSTEM
Cultural IP & Experiences
M-IP is MMusic's cultural IP and experiences business, developing, producing and growing original cultural IPs and entertainment experiences that connect artists, brands and audiences through music and culture. From creating original IPs and artist-led concepts to producing live experiences and growing long-term IP businesses, M-IP transforms ideas into sustainable cultural assets.
IPs & PROJECTS
ARTISTS COLLABORATED
BRANDS & PARTNERS
LARGE-SCALE MUSIC EXPERIENCES
VIEWS ACROSS ALL PLATFORMS
LIVE ATTENDEES
We conceptualize, build, and operate original IPs that anchor MMusic's cultural and commercial ecosystem.
By owning the IP, we accumulate brand equity, cultivate direct audience relationships, and generate commercial value that compounds over time, creating an ecosystem that grows stronger with every edition.
GENFEST ECOSYSTEM
Vietnam's first culture IP ecosystem
VIETNAM'S BIGGEST MUSIC FESTIVAL
Born from a bold belief in local talent, GENfest is Vietnam's biggest annual music festival - a two-day, multi-sensory cultural hub that unites top Vietnamese and international artists across a world-class main stage and many immersive zones, setting the standard for a new generation of creativity and entertainment.
80K+
Total Audiences 2023-2024
2B+
Views Across Platforms
No.1
Music Festival Vietnam 2023 - 2024
10M+
Social Interactions Every Season
The next-gen music & fandom platform
Positioned as a next-generation stage, GENfest Presents MBillion is an artist-led, world-class touring concert series that transcends traditional performances into immersive cultural milestones, empowering visionary Vietnamese artists and their fandoms to co-create unforgettable experiences that amplify the nation's creative identity across Asia.
30K+
Total audiences over Ho Chi Minh & Ha Noi concerts
No.1
Engagements in Hottest Music Topic In Social Media within 24h
No.1
Discussion in Hottest Music Topic In Social Media within 24h
EXPERIENCE SERVICES
Beyond our own IPs - M-IP is an end-to-end O2O partner for artists and brands who want to create culture, not just content.
Our O&O IPs are more than showcases - they're proof of our capability.
HOW WE WORK
Content series, social formats, digital campaigns
Artist IP Development
Experience Production
O&O IP Management
IP Extension
We design and produce real-world IP experiences across formats - from events and activations to exhibitions and fan gatherings.
Brought the album to life through two signature activations: The Immersive Photobooth and Mắt Nhắm Mắt Mở Pop-up Truck, transforming the campaign into memorable fan experiences beyond music.
The Immersive Photobooth
Millions Of Exclusive Access For Membership
On Trending Threads
Mắt Nhắm Mắt Mở Pop-up Truck
7,570,951 Total Views
895,296 Total Engagements
By integrating IP strategy, merchandise distribution, and fan experiences into one ecosystem, we create a seamless fan journey where every touchpoint reinforces the artist's narrative and brings the "Coming Home" concept to life.
1,000+ Fans
Attended Karik's Fan Meeting
20M+ Views
On TikTok with Event Hashtag
500+ Posts
On TikTok with Event Hashtag
3,000+ Posts
Topic "Karik FanMeeting" On Threads
Partnered with the artist throughout the "Kiêu Xa" album campaign, developing a fan meeting as a key cultural touchpoint to deepen fan engagement and strengthen the artist-fan relationship.
800+
Fan Attended
100%
Tickets Sold Out
50s
Sold Out Highest Ticket Tier
55M+
Views On TikTok & Meta
15M+
Engagement
140K+
Buzz
More than a traditional campus tour, it creates an open platform where students are inspired by music, gain real-world experiences, and build meaningful connections that extend beyond the event.
2.000+
Total Audiences
8+
Universities
2
Cities
Designed for brands, artists, and original IPs, we build digital engagement ecosystems that extend experiences, strengthen communities, and drive long-term growth.
From brand values to compelling stories, we create branded series that build authentic audience connection and lasting brand affinity.
We create digital-native assets that extend the lifecycle of artists' original IPs, unlocking new audience touchpoints while expanding their cultural reach.
Digital-native assets keep original IPs relevant beyond launch, transforming one-time experiences into ongoing audience interactions that maximize lasting value.
We partner with artists to build the full experience ecosystem around them - starting online with original digital content formats, scaling through live events, and deepening through fandom communities. Not a one-off production. A sustained cultural build that compounds with every touchpoint.
We design brand experiences that live at the intersection of music, fandom, and live culture. Not a sponsorship slot - a co-created cultural moment that audiences choose to be part of. Online content & offline activation, all built around a brand narrative that feels native.
Beyond developing MMusic-owned IPs (O&O) and delivering IP solutions for brands and artists, we bring together sponsorship management, international artist booking, and additional expertise - ensuring your IP is backed by the right capabilities to grow further.
EXPLORE THE FULL ECOSYSTEM
WORK WITH M-IP EXPERIENCE
Whether you want to co-create a culture IP, produce an impressive live experience, or build a digital content ecosystem - let's talk.
