Thai tunes set for world domination with PUSH & PULL strategy

Thailand is turning up the volume on the global stage. The Creative Economy Agency (CEA) joined forces with the National Soft Power Strategy Committee to launch its bold PUSH & PULL strategy, aiming to make Thai music a global sensation.

With plans to send local artists to top international festivals and attract music industry bigwigs to Thailand, the country’s soft power game is about to hit a high note.

The initiative is part of the CEA’s Music Exchange project, designed to promote Thai artists and create a Thai Music Wave that will sweep across the globe, said Surapong Suebwonglee, deputy chairman of the committee, stressing the project’s potential to elevate Thai cultural heritage and international competitiveness.

“We want to inspire the younger generation.”

The PUSH component focuses on exporting Thai talent. Already, artists like Pretzelle, Gabe Watkins, and FORD TRIO have rocked stages in Taiwan, Vietnam, and Japan. Meanwhile, PULL aims to bring global music executives to experience the magic of Thai festivals like the Monster Music Festival 2024.

And the numbers are nothing short of impressive. By 2025, the CEA hopes to send more than 100 Thai artists to festivals worldwide. Over 70 performances from 48 artists are already lined up, with a global audience of nearly 35 million. Business opportunities are booming too, with the project expected to spark over 300 deals between Thai and international companies.

In 2023, Thailand’s music market hit US$108 million (approximately 3.61 billion baht), cementing its position as the fifth-largest in Asia, reported The Nation.

As CEA’s chairwoman, Kobkarn Wattanavrangkul, put it, “The ecosystem for growth is in place.”

In related news, K-pop group BLACKPINK’s Lisa (Lalisa Manoban) took home her second MTV Video Music Award in a jaw-dropping moment that had fans buzzing worldwide. The 2024 VMAs, held at UBS Arena in New York yesterday, September 11, saw Lisa win Best K-pop song for her chart-topping single Rockstar—her first release under her label, LLOUD.