Looking back to the 90s, it was a booming time for the music industry and the beginning of the birth of many talented artists that led to a memorable phenomenon in the Thai pop music industry few in foreign countries . This is different from the current era where the world of music is open and limitless. New musical genres are experienced, leading to learning and further development of musical genres to become more unique and interesting. Until it reached the time of the Thai Pop or T-Pop industry, that was successful. Another step for the Thai music industry that is going to grow and move on to the world stage. This article traces the path of the Thai music industry from the 90s to the changing history of the Thai music industry. along with analyzing the important factors that lead to this success Especially the role of the Music Exchange project as a bridge between Thai artists and opportunities on an international music platform.
The 90s and limited success
The 90s is considered the golden age of Thai pop music. It was a time when many quality artists appeared. who created a phenomenon and great success in the country, such as Thongchai McIntyre, who created a phenomenon of songs that won the hearts of listeners throughout the country, or Tata Young, who was nicknamed “Miracle Girl” for her ability to sell millions of records in just 5 months, despite being very successful in the country But international growth at that time was full of problems due to many restrictions. whether it is a bad push to foreign markets; Lack of cooperation in sending Thai artists to perform on international stages Limited government support Including the fact that most record labels focus on artists made especially for the domestic market.
T-Pop era, changes and new opportunities
Currently, the Thai music industry has entered the T-Pop era, which has undergone several important changes, including increased support from government agencies that recognize the importance of the industry Thai music and the opportunities it has and therefore they have started clear projects and policies to promote the Thai. music industry to the global market and opening an international platform for Thai artists In addition, record labels and producers are starting to have a vision of developing artists who targeting both the domestic and international markets. At the same time, technology and social media are key factors that make it easier for artists to reach fans around the world through streaming platforms and social media. These changes provide new opportunities for Thai artists to reach the world stage. This has led to unprecedented success. A special example is MILLI, the first Thai solo female rapper to perform at the world-class music festival Coachella 8 artists to perform on this global stage.
Music Exchange Project, the world’s leading level
The Music Exchange project is another important tool that helps push Thai artists onto the world stage. which was initiated by the Creative Economy Promotion Agency or CEA in collaboration with the Music Industry Steering Subcommittee. This project does not only promote the cultural exchange of music. But it also provides opportunities for Thai artists to work with international artists and producers. and build networks in the global music industry The success of this project can be seen from sending artists from Thailand to perform at many important events abroad. 48 artists/bands in total, 46 festivals in total, with international music festivals. which are music events that are primarily aimed at trade and audiences (Music Festival) and music events that focus on business opportunities between record labels / artists / festival organizers (Music Conference / Festival Exhibition) such as Vagabond Festival 2024 Taiwan, JAM JAM ASIA Taiwan Festival, Offside Festival 2024 China, HOI MUSIC FESTIVAL Vietnam, Hypefest Hong Kong 2024 Hong Kong, Minami Wheel Festival 2024 Japan, Nakasu Jazz Festival Japan, Ringo Music Festival 2024 Japan, Asia Song Festival South Korea, AXEAN Festival 2024 Indonesia, SXSW Sydney Festival 2024 Australia, Parramatta Lanes Festival in Australia, Outbreak Winter Fest in the United Kingdom, etc. In addition, CEA also supports artists Thais who have the ability to participate in music performed at Thai Festivals organized by the Ministry of Foreign Affairs, including Beijing Thai Festival 2024, Moscow Thai Festival 2024, and Thai Festival in Seoul number 9 Sawasdee Seoul Thai Festival 2024: T-Pop Story
In addition, the project has business matching and networking activities for organizers. Select artists and groups between music festivals in target countries to music festivals in Thailand, including T-POP (March) Concert Fest 3, Monster Music Festival 2024, CAT Expo 11, Big Mountain Music Festival 14 and Longlay Beach Life Music Festival 2024. By building relationships and opening new horizons, international music festival organizers find new Thai artists. and deeply understanding Thai music culture As well as causing Thai artists to get more opportunities to be invited to perform on the world stage.
The path to success in the Thai music industry
The transition from the 90s to the T-Pop era shows the rapid development of the Thai music industry. From focusing on the domestic market to building a reputation on an international level Among the main factors driving this success is support from the government. Developing a marketing strategy and taking advantage of digital technology In addition, pushing Thai artists to perform on international levels is equally important. At the same time Creating a network and giving international music festival organizers the opportunity to experience music in Thailand. It is another important means of connecting the Thai music industry to the global market. It is a bridge between Thai artists and opportunities on the international music stage. Not only does this open the door to success for artists. But it also creates pride and promotes the growth of the Thai music industry as a whole.
Those interested can follow the latest developments and opportunities to support the Thai music industry. Includes details of the Music Exchange project on the website. www.cea.or.th and Facebook https://www.facebook.com/CreativeEconomyAgency
