According to Associate Professor Nguyen Van Thang Long, the concern is not the existence of MCNs themselves, but the fact that power is disproportionately concentrated in the hands of those who control the technology.
“I do not think the term “dark power” implies that MCNs are inherently bad. Rather, in Vietnam, power has tilted heavily towards a handful of companies that possess the tools, while artists and creators are almost empty-handed,” he said.
He argues that the overreach of some MCNs reflects a broader reality in which technology has evolved much faster than both legal frameworks and the digital literacy of the creative community. Vietnam transitioned rapidly from physical media to YouTube, TikTok, and streaming platforms, yet many artists entered the digital environment without foundational knowledge of copyright, related rights, or digital licensing structures.
This knowledge gap has led many artists to sign channel management or digital distribution agreements without fully understanding the scope of authorisation, duration, or revenue-sharing arrangements involved. By failing to recognise data and digital fingerprints as valuable assets, many unintentionally handed over “the keys” to companies with technological control, only realising the disadvantages years later.
At the same time, MCNs are often the parties with the deepest understanding of platform systems. They know how to operate Content ID, optimise copyright claims, and exploit verification loopholes, while many artists remain unfamiliar with digital copyright mechanisms and regulators have yet to establish detailed guidelines for the online environment.
According to Associate Professor Long, MCNs also exist widely in developed countries, but they operate within a much stricter copyright ecosystem.
To exploit music catalogues, MCNs are generally required to sign clear licensing agreements with music publishers, record labels, or collective management organisations such as ASCAP, BMI, PRS for Music, or JASRAC. These agreements specify recording rights, synchronisation rights for pairing music with visuals, territorial scope, licensing duration, and revenue-sharing arrangements.
In many countries, artists are also supported by strong professional associations and specialised intellectual property lawyers. If an MCN misuses Content ID or falsely claims ownership of content, it may face substantial civil or even criminal penalties.
Another major difference is that digital copyright education is treated as a core component of the creative industries infrastructure. Artists, producers, and managers are regularly trained in copyright, related rights, digital licensing, and legal risks in online environments.
