Sony Music & YeaH1 joint venture launches boy band 'UPRIZE' with debut album and MV "THANG”

SYE Holdings, the strategic joint venture between YeaH1 Group and Sony Music Entertainment, today announced the official global debut of it’s boy-band, UPRIZE, with the release of their flagship music video and title track, “THANG.” The release marks the final piece of the rollout for their debut album of the same name, which topped the iTunes Vietnam charts upon its initial digital release.

As the first-ever Vietnamese boyband engineered through a survival reality TV format, UPRIZE arrives as a highly anticipated solution to the region's standardized idol groups.

The group’s launch is a shift in Southeast Asia, combining localized IP development with global major-label distribution. UPRIZE's seven-member lineup - BEX, WONBI, LEON, DYLAN, O.D, LAVM, and PN - was selected through Tan Binh Toan Nang – (Show It All Vietnam). The survival show won “Entertainment Show of the Year” at the WeChoice Awards and amassed over 18.5 billion views globally, giving the group an unprecedented international digital footprint prior to their formal debut.

Following the show, the lineup underwent a rigorous nine-month intensive training regimen led by a cross-border coalition of Vietnamese and K-Pop industry experts.

Prior to the drop of the "THANG" music video, early metrics confirmed an aggressive domestic and regional appetite for the group's ecosystem:

Physical & Digital Sales: The physical edition of THANG moved 10,000 copies over two pre-order waves selling out its initial 3,000 allocation in just 23 minutes.

Digitally, the album shot to No. 1 on the iTunes Vietnam Album Chart, while the single "crazy, stupid, love" hit No. 1 on the Songs Chart.

Live Engagement: Tickets for the group's debut fan-meeting on July 17 completely sold out within 20 minutes of going live, setting a V-Pop record for a venue sell-out prior to an official MV release.

Digital Footprint: The project has generated over 2 million streams across audio platforms and sparked a viral TikTok footprint exceeding 15 million views across user-generated content.

Musically, the 8-track album THANG spans R&B, progressive Pop, and experimental electronic arrangements, helmed by legendary Music Creative Director Nguyen Hai Phong.

Distinct from traditional localized idol models, UPRIZE boasts significant artistic autonomy. Member BEX actively drove the project's songwriting and rap arrangements, while member PN served as the vocal arranger and technical bridge between the band and the engineering team.

"The music of THANG strikes a deliberate balance between the rigorous technicality of global pop models and the distinct melodic preferences of Southeast Asian audiences," says Nguyen Hai Phong, Music Creative Director. "UPRIZE are not simply performers; they possess an independent production mindset that is rare for a rookie group."



The cinematic music video for "THANG" introduces a high-concept, sci-fi universe exploring human instinct in an AI-dominated era, anchoring a multi-platform narrative that connects the reality show, physical product, and live experience.

The music video "THANG" is available globally on YouTube and all major streaming platforms on July 16, 2026, at 19:00 ICT.