MMUSIC ECOSYSTEM
Where brands earn their place in Vietnam's music and culture.
MServices is MMusic's cultural marketing business, helping brands and agencies build cultural relevance through the strategic integration of artists, creators, music, cultural IP and fandom.
LEADING BRANDS
CAMPAIGNS DELIVERED
Artists, Creators & Partners
WHAT WE DO
Six capabilities. Each one brings a distinct strength to help brands connect with culture — from strategy and creative to artists, music, experiences and communities. Together, they form an integrated cultural marketing ecosystem, powered by the unique assets and connections of MMusic.
Brand Strategy · Cultural Insights · IMC Planning
Before any campaign goes live, we find the cultural spaces where your brand belongs – and build the strategic reason for it to be there. We work collaboratively with clients to develop a core brand narrative grounded in audience understanding and cultural context: what your brand stands for, where it plays, and how it earns the right to lead. From strategy and storytelling through to integrated planning and cross-ecosystem execution, this is the strategic foundation that makes everything else consistent, resonant, and worth making.
Brand Strategy · Cultural Insights · IMC Planning
Before any campaign goes live, we find the cultural spaces where your brand belongs – and build the strategic reason for it to be there. We work collaboratively with clients to develop a core brand narrative grounded in audience understanding and cultural context: what your brand stands for, where it plays, and how it earns the right to lead. From strategy and storytelling through to integrated planning and cross-ecosystem execution, this is the strategic foundation that makes everything else consistent, resonant, and worth making.
WHY MSERVICES
01
Built inside culture, not around it. MServices is deeply embedded in Vietnam’s music and cultural ecosystem — with direct access to artists, creators, communities, IPs and the moments that matter to audiences. We don’t just observe culture; we know how to participate in it.
02
Six capabilities. One connected ecosystem. Strategy, creative, creators, music, experiences and communities work as one integrated ecosystem, powered by MMusic. This allows us to connect the right capabilities, talent and assets around every brand challenge.
03
Built through experience. Delivered at scale. Five years of working at the intersection of brands, music and culture have built a proven track record — from 50+ leading brand and 250+ campaigns annually to some of Vietnam’s biggest platforms, stages and experiences.
BRAND PARTNERS
We've worked with Vietnam's most recognized consumer brands, from global FMCG to tech to fintech - building campaigns that topped Vietnam's BSI rankings and created moments audiences genuinely remembered. A part of many awarded campaigns.
HIGHLIGHT CAMPAIGNS
CELEBRATING 5 YEARS OF TẾT WITH LIFEBUOY
Lifebuoy's Tết campaign is one of the brand's most important annual initiatives, consistently generating strong cultural and social impact. In 2026, the campaign marked its 5th consecutive year, with higher expectations for scale, conversation, and audience engagement.
TOP 1
Most Outstanding Tết Campaign 2026 (Buzzmetrics)
TOP 2
YouTube Trending (Overall) YouTube Trending (Music)
55M+
Streams across TikTok search trends
20M+
Views generated from UGC content alone
CÙNG BUDWEISER NHẬP TIỆC FIFA CLUB WORLD CUP 2025™
We launched a social-first campaign inviting fans to “join the Budweiser party for FIFA Club World Cup 2025.” Through a large-scale influencer ecosystem - including macro KOLs, micro creators and football communities - the campaign activated social conversations with match-driven content, fan discussions and community engagement around the tournament.
6.7M+
Views
143.600+
Buzzs
292.942+
Reactions
100%
Influencers/communities have fully over-achieved KPIs
MV PROMOTION TURNING "TRẢI HOA" INTO A NEW YEAR SOCIAL TREND
Following the success of previous Unilever music campaigns, the project required a highly optimized social strategy to transform these new keywords into cultural trends and sustain strong engagement throughout the Tết season.
7M+
Streams Across digital music platforms
5.9M+
YouTube views
42M+
TikTok Views From user-generated content within 1 month
No. 2
YouTube Trending (Music)
TURNING A BACK-TO-SCHOOL CAMPAIGN INTO A MUSIC MOMENT
The classic TVC had become outdated for digital-first audiences. CoolAir needed fresh content powered by music and youth culture to bring the brand back into conversation. We created a music-led campaign that combined artist collaboration, original music, and social distribution to reintroduce the brand to a new generation.
8.5M+
Views Within 2 Weeks
The First
First End-To-End Music Campaign Delivered
TOP 8
YouTube Trending (Music) In Vietnam
TOP 9 iTunes
Top Songs (Hip-Hop/Rap)
QUANG HÙNG MASTERD & DƯƠNG DOMIC
For many young women, periods often disrupt sleep, creating discomfort and anxiety at night. Kotex Moon Cushion needed a culturally relevant way to introduce its anti-leak night protection while shifting the conversation from embarrassment to confidence and comfort.
23.9M+
Total Views
2.2M+
Total Engagements
29.6K+
Template Uses
3.8M+
Challenge Views
QUANG HÙNG MASTERD
NuVi launched its 2025 brand refresh to reposition itself as a modern nutrition companion for kids. To connect with Gen Alpha audiences and young parents, the brand introduced the MV "IDOL HÚT" with Quang Hùng MasterD, alongside a new idol universe Hút Hút Idols, combining music, characters and social content to build fandom engagement.
23M+
Social Views
12M+
Music Streams
2M+
Engagements
No. 3
TikTok Trending Videos
EXPLORE THE FULL ECOSYSTEM
WORK WITH MSERVICES
Your brand deserves to be inside the moment - not watching from outside it. Let's build something together.
