Edge Pamute - The Daring Pioneer

07/09/2019, 17:00 GMT+07:00

Edge Pamute still looks young and passionate like he's just 20. He calls himself “a dreamer” for having two personalities inside his soul.

Edge Pamute is a well-known pioneer and orchestrator of Vietnam’s music and media entertainment scene. With his imagination, and the backing of the robust YAN Media ecosystem, Edge has created a landscape of music and entertainment, that has inspired content creators, musicians, and marketers across Asia. Due to his extensive exposure to the content, music and media entertainment industries from around the world, Edge has taken artistry beyond boundaries and levelled-up to related ancillaries, such as tours, shows, artist management, and atmospherics at events and venues. Edge, the ideas guy with an astute business sense, has reset the barometer and established the new standard in the Vietnam music and entertainment scene.

Edge Pamute - The Daring Pioneer

Edge Pamute

When he accepted an invitation to join IDG Ventures to setup a new TV channel in Vietnam, Edge Pamute did not know his decision would revolutionise both the media entertainment business, and the music scene, within the country. 

Considering the TV and entertainment industry was still in its infancy at that time, it was a risky venture when Edge decided to move to, and work, in Vietnam. In 2006, however, the TV industry in Vietnam became more vibrant with the participation of cable TV such as; VCTV, SCTV, and HTVC. During this time, private companies also joined the arena by producing content, renting, and operating TV channels. While gameshows with foreign formats somewhat satisfied the entertainment needs of the Vietnamese audience, TV channels with specialized entertainment content for young people (the majority of the population), was almost non-existent.

As Co-Founder and Chief Executive Officer of YanTV, Edge played an integral role in paving the way for youth culture in Vietnam. In June 2008, YAN TV invested in IDG Ventures Vietnam and shocked the market with an innovative clear360 brand strategy and fresh content explicitly targeted at young people. YANTV’s astounding growth and success quickly made it recognisable as the leading entertainment channel for young people in Vietnam, leaving behind huge international brands such as MTV and V.

Edge Pamute - The Daring Pioneer

We asked Edge what made YAN TV so outstanding in a market of over 200 TV channels. 

“When the Vietnam TV industry was still young, and thus a skilled workforce was severely lacking, we had to train our people from scratch. At that time, broadcasters focused on buying canned shows and low-quality productions, rather than insightful, trailblazing and ‘glocal’ (global quality with local insights) content for its audience. There wasn’t a lot of data at that time regarding audience trends, but my years of experience in media entertainment, plus a pinch of gut feeling, were the main ingredients in the start of our success as a channel. We chose music as our first approach to capture the youth bracket and then we expanded. Who doesn’t like music, after all?

Of course, back then the Vietnamese music industry was immature too, and music videos were poor, both in term of creativity and quality. At that time, if you were a famous artist, many broadcasters would strive to have your music videos on air. YANTV, however, had a different vision, which was glocal, quality standards, and a 360 ecosystem. From TV, digital, social, events, and content production, we moulded our own artists, from zero to hero, which elevated the standards of Vietnam’s entertainment framework hugely. Acts, whether new, or up and coming, followed suit. I would say this increased push in the industry is an element that made YanTV unique.

Within four years, YAN had become a by-word, a full-pledge 360 media entertainment ecosystem, and had paved both the development and globalization of Vietnamese youth. Young Vietnamese people began to identify as being a 'YANner', which is a lifestyle encouraging young people to be more confident, expressive, and to build a strong personal identity. These young people embraced YAN strategies such as 'Feel The Beat', 'Share The Vibe', and 'YAN Generation' which captured imaginations and encouraged them to identify with their generation through the channel. It was what young Vietnamese people desperately needed at that time. Yan offered the youth an opportunity to embrace the new things that were available to them in Vietnam, and they were hungry for it!"

Edge Pamute - The Daring Pioneer

The birth of YANTV, and later on, the YAN Media Group ecosystem of youth-centric platforms, set the standard and barometer of the entertainment business in Vietnam. Most importantly, however, YAN charged the entertainment and music scene within Vietnam and created a lifestyle playground for young people. That’s how Edge Pamute made his mark in Vietnam and set foundations for the expansion of YAN Media Group to TV-Digital-Social-Event-Contern-Artist Management.

After YAN Media Group, Edge worked as a strategic consultant for several companies in Asia who operated in the entertainment, creativity, and content industries. He is the founder and the general manager of Publicis Groupe’s Prodigious Brand Logistics; a global cross-media content creation company headquartered in Paris, that produces video and audio for any screen and space designed for digital, social, traditional and non-traditional media consumption. Under his leadership, Prodigious has introduced countless global solutions and best practices to Vietnam, helping brands better engage with their audiences.

Edge Pamute - The Daring Pioneer

Almost at the prime age of 50, Edge looks young and energetic,“like a boy trapped in a man’s body”. This youthful spirit perhaps comes from his inner artist and love for music. Edge is an internationally recognized DJ/Producer, a pioneer of the underground dance and eclectic music scene in Asia, and the driving force behind dOSe - the forerunners within Vietnam’s underground music. dOSe events have become a playground for many underground talents, and the must-go-entertainment-place for both youth and expats in Vietnam.

Edge Pamute is a well-known pioneer and orchestrator of Vietnam’s music and media entertainment scene. With his imagination, and the backing of the robust YAN Media ecosystem, Edge has created a landscape of music and entertainment, that has inspired content creators, musicians, and marketers across Asia. Due to his extensive exposure to the content, music and media entertainment industries from around the world, Edge has taken artistry beyond boundaries and levelled-up to related ancillaries, such as tours, shows, artist management, and atmospherics at events and venues. Edge, the ideas guy with an astute business sense, has reset the barometer and established the new standard in the Vietnam music and entertainment scene.

Claire Robbin

Kattie - Theo yan.thethaovanhoa.vn