The case of 'Messi in Jack's MV': The big mistake of the ambiguous way of communication

 The case of 'Messi in Jack's MV': The big mistake of the ambiguous way of communication

The '60 billion VND' rumor was posted on social networks on the evening of August 31,

before Jack released the MV 'From where I was born'. Although the source of the rumor is unknown, media experts believe that the male singer should react sooner and more clearly.

On September 3, on Jack - J97 fanpage, J97 Entertainment fanpage and through press releases sent to newspapers, singer Jack and his legal representative denied rumors related to the cost of inviting soccer superstar Lionel. Messi, expenses for friends and relatives during the trip and especially Messi personally.

At the same time, Jack also apologized to the individuals, associates, and partners involved.

Jack admits processing delay

However, this move is considered to be quite late because some rumors surrounding Jack meeting "football legend Messi" were spread on social networks from the evening of August 31 before the MV From My Birthplace. released on YouTube (at 8 pm).

Jack also spoke only after businessman Pham Ngoc Quoc Cuong - who was present in the meeting with Messi - several times posted on his personal page asking for correction.

On September 3, the fanpage Jack - J97, the current official channel of the male singer with 2.3 million followers, acknowledged the delay in processing.

Fanpage wrote: "Sending sincere apologies to organizations, individuals, brothers and sisters, friends, Mr. Pham Ngoc Quoc Cuong, production teams for slow processing, indirectly affecting to prestige, honor, and spirit in unrelated things.

I think the social network is too large, the false rumors are impossible to control thoroughly, with all humility, hope that people really understand."

Shouldn't be ambiguous

Talking to Tuoi Tre Online, journalist Truong Anh Ngoc - commentator and expert in the field of international sports - commented that Jack's side made a mistake in ambiguous communication in this incident.

Journalist Truong Anh Ngoc said: "This incident is very unfortunate because no matter who spread the rumor, Jack's side also benefited from ambiguous information for more than a day. Meanwhile, it was not until businessman Pham Ngoc Quoc Cuong - who knew more about the incident and was with Jack - reacted very strongly before Jack spoke up and apologized.

This is a very bad way to handle the media. An artist should use his transparency and talent, not an image and a story like this to create views.

As noted, during the press conference to launch the MV on the afternoon of August 31, the issue that was most interested in the press was: "Does Messi allow Jack to use his image in this MV?

How was Jack convinced to get consent because such a big football star cannot use the image without the right reason."

To this question, Jack replied that Messi's "broker" said that the MV should not be about politics, country and not to trade Messi's image.

Therefore, the team does not enable monetization on YouTube, nor does it call for brand sponsorship.

However, journalist Truong Anh Ngoc said that it is not easy for a superstar player to appear in an MV.

He analyzed: "Are there relevant documents and contracts? An entity that uses a celebrity's image in any online or television production must seek permission from that person and be allowed, in when he was still one of the most famous superstars in the world today."

This journalist also said that it is impossible to confirm that the MV has absolutely no commercial value, because the appearance of a superstar of Messi's caliber anywhere brings great effects.

You should speak up clearly from the beginning

Mr. Nguyen Ngoc Long, founder of Black Moon Media, analyzed on his personal page the media aspect of the incident.

According to Mr. Long, among the 16 immutable media "concepts" (roughly translated: models) researched and published by Black Moon Media, 3 concepts appeared in this incident. They are: celebrity (Messi), big fortune and controversy.

In particular, controversy is the most important factor, but if you want to be successful, you must have at least 3 small factors: controversial story, controversial script and happy ending.

Regarding the story, this is a very remarkable story when a world football legend is said to participate in the MV of a Vietnamese singer.

Regarding the argument scenario, there are many aspects that can be exploited here. For example: Did Messi really appear in the MV or is this an AI jigsaw? Does Jack deserve to stand with Messi or not? Should Messi promote a scandalous artist?...

Mr. Ngoc Long commented, "The ambiguous way both Jack and the crew responded to the interview pushed the story of the amount of money to invite Messi into a controversial topic."

Speaking to Tuoi Tre Online, Mr. Long said that if Jack spoke up clearly as soon as the rumor broke out, it would prevent the spread from affecting insiders: "The question here is: did you intentionally meet Messi to put in the MV, or by chance you met Messi and then made the MV?

It will be very difficult to convince many people that it was all just a coincidence, that's why people speculate about how to meet Messi or how much it will cost.

If Jack and his crew want the rumors to stop spreading, it's easy, they just need to speak up and make it clear from the beginning that we were arranged to meet like that and it won't cost us any money."