Trailblazers is an MBW interview series spotlighting music entrepreneurs who are making waves in their local markets and have the potential to become future global business figures. This time, we interview artist and producer Pollakit Srisamut (aka Lunaticfluker), one of the co-founders of YUPP, a well-known record label and media company in Thailand! entertainment. The Blazers have the backing of Believe.
and 54.5 million Internet users and Internet penetration 77.8% Among the total population (as of January 2022), Thailand’s digital music business shows great potential.
Spotify goes public since 2017and in 2021, media giant GMM Grammy roll out Claimed to be Thailand’s first localized streaming app (in partnership with Tuned Global).
However, one streaming platform that has reportedly had a particularly prominent presence in the country is YouTube, reportedly saw 42.8 million Users in Thailand in early 2022.
that is based on a report From Datareportal, citing updates to Google inventory.The report adds that YouTube’s ad reach in 2022 is equivalent to 61.1% The total population of Thailand at the beginning of last year 78.5% Total Internet user base in Thailand.
yes! Entertainment, a well-known hip-hop-focused indie label in Thailand, has leveraged YouTube’s presence in the market.
The company is also behind the “Rap is Now” hip-hop community and provides creative expertise to the hit TV talent show, RapperCurrently there are 2.45 million YouTube Subscribers and Claims Has Reached #1 million Just one year later.
Lunaticfluker (aka Pollakit Srisamut) is the artist, producer and co-founder of Yupp!, which stands for “YOUTH WITH DOUBLE UP”. He told MBW that the brand uses its YouTube channel to drive engagement with fans in Thailand and globally, and then pursues live broadcast opportunities outside of Thailand.
YUPP is a great example of this strategy in action! Artist Milli, who was a contestant on the Rapper TV show three years ago.
her track video take a break (produced by NINO) alone generated 93 million views, with several other companies reaching millions.
Milli went on to perform at Coachella last year and is said to have become first Thai-speaking artists will perform at the festival.
Lunaticfluker said: “We are passionate about finding, developing and showcasing local youth talent to the world to inspire a new generation.”
“We are working hard to create a reputable music brand with strong local content creation with regional and global reach.”
Commenting on the label’s YouTube audience and subscriber base, he noted that live music was Yupp!’s biggest source of revenue before the pandemic, but has now been overtaken by digital revenue, particularly from YouTube.
“[In terms] of [sources] Digital income from YUPP! Entertainment, 50% from YouTube Music Premium,” said the brand’s co-founder.
“It’s very promising,” he added.
Here, MBW talks to Yupp! Entertainment co-founder Pollakit Srisamut talks about Thailand’s hip-hop scene, the evolution of digital platforms, and the company’s ambitions for the future…
Tell us about the origin of YUPP!…
We are the founders of Rap Is Now, the largest community of rappers in Thailand [of paving] The way a new generation of rappers are making their mark in the Thai and Southeast Asian markets.
We created YUPP! Let Thai rappers continue their journey to become professional artists and provide quality artists for Thailand and global hip-hop market.
yes!yes [positioned] Make the most of Rap Is Now to create your own USP and become the most powerful hip-hop music label in Thailand.
once [we created] Having established a strong reputation in the Hip Hop field, we started to expand into several music genres related to our expertise.
Tell us about your aspirations for YUPP! ?
middle [the] Coronavirus [pandemic]we see an opportunity in streaming music. [Streaming is now] Significantly bigger than we thought in the past [it would be]. it has become [a priority] arrive [develop] Have a stronger footprint on digital platforms and make a big impact [portion] Income [from digital sources] and rebalance [our portfolio] Don’t just focus on live streams.
Now, YUPP!have harvested enough [digital] Experience and built a strong YouTube channel. The advantage of our channel not only comes from the production of high-quality content, [but] we also [carry a large quantity of] content.
What makes YUPP different! From other players in the market?
Artists and our genre mix is based on rap and hip hop. Our artists are unique and authentic.These are the key characteristics our artists need to have [attract] Gen Z audience, who are our main target audience
Focus on digital content production of music content and video content, especially YoutTube which has a high penetration rate in Thailand and Southeast Asia
We are also focused on enhancing the audio streaming experience by focusing on creative visuals to improve marketing and promotion on the platform.
We combine our own unique creative vision with our partners to drive our digital presence and audience development across platforms to gain traction so that [we] can further promote our live broadcast business [both] Domestically and internationally.
What does YUPP! mean? Looking for an artist to work with?
We are looking for dedicated, authentic and unique individuals.
Last but not least, they must be digitally savvy and able to understand and engage with fans digitally. Thailand is a great space because of the vibrant creative output and strong year-over-year growth in streaming consumption.
You mention on your website that you gained 1 million YouTube subscribers in a year. How did you achieve this growth?
For the first year, we focused on releasing music videos for tons of songs to “break” the internet, and we did.
We’ve got music videos for some of the biggest hits from artists like Morning, TMRW, and Mon Rak Rap.their hits [our] Subscribers surged.
We learn from existing data.data [informs] us [about] how [implement] Better strategies to attract and grow our fan base. We heard from video experts on the music industry and the nature of digital fandom.
How important is YouTube to YUPP!?
This is our number one priority. We were born on YouTube and are still going strong. This is our community.I really appreciate the love from the fans who support us [on YouTube].
Thailand has a very strong premium subscription [rates]. right! [also] have a high income contribution from [YouTube Music] The same goes for premiums. It is growing.we think [make] It will be stronger in the future.
What are the biggest challenges currently facing the music business of Thai indie labels?
For me the challenge is [break] Get out, keep it fresh and keep your fans close.Social media is growing so fast, we are getting new viruses every day [videos] Get people’s attention, so we need to do more to stay ahead.
The marketplace is growing rapidly across all platforms. YouTube is huge, but audio streaming is also growing fast. We need to make sure we stay ahead of the curve in understanding who is the audience on each platform and how to reach them.
What trends are you seeing in the market that can tell us?
I see the crossover/hybrid genre becoming more mainstream. You can’t tell what the exact style of the song is, but you can tell people are starting to like it.
past, live [music] used to be [YUPP!’s main revenue Music Business Worldwidefar more than numbers, but COVID changed everything.
It is now clear to us that digital revenue can be [main revenue source] as well as. So we’re very focused on building out our digital experience.
In 2022, where will hip-hop and rap fit in the Thai music scene and how will it evolve?
Thailand’s hip-hop scene started around 2016 with Rap is Now’s underground rap battle platform THE WAR IS ON.
We also have two TV shows called “The Rapper” and “Show me the money” [in Thaliand] Make rap and hip-hop mainstream [between] 2018-2020.
more in the past [popular] Back then, but still now we can see several songs on the charts.
hip hop leads the way [in terms of genres’ ] Digital fan base.Given that hip-hop will merge with multiple genres in the near future, it should bring digital fans to those genres we will create [songs in] as well as.
What are your goals for the next 12 months?
We focus on building a fan base locally and overseas, again leveraging streaming platforms to push further [our] live [business]. We will have small shows throughout the year for all local fans and will be traveling to overseas festivals [market] meet our fans [abroad].
As I keep saying, digital music will be the main [revenue source] for our cause.
If you could change one thing in the music industry, what would it be? Why?
It would be great if we could get more revenue on digital sales/streaming, as production costs are quite high. We don’t really have physical sales anymore.it would help a little independent label [grow].
We look forward to leveraging more innovations like NFTs and the Metaverse to help us better engage with our fans with a higher ROI than physical or normal live events.
The Blazers have the backing of Believe. Believe advises independent artists and labels, and also distributes and promotes their music through a range of labels including TuneCore, Nuclear Blast, Naïve, Groove Attack and AllPoints.Global Music Business