Bangkok: Grammy Gold revitalizes modern Luk Thung music with a vibrant image, capturing the hearts of Gen Z with digital power and new artists. Thai Luk Thung music continues to gain momentum, especially among the new generation of listeners aged 15-24, or Gen Z, who are increasingly turning to online platforms for their music. This has led Grammy Gold, Thailand’s leading Luk Thung music label, to become a “new-age Luk Thung music brand” that has captured the hearts of young people in the digital world.
According to Thai News Agency, data from various streaming platforms indicates that Grammy Gold’s Luk Thung music has experienced steady growth, particularly on TikTok, which has become a prime platform for viral sensations and challenges among young people. Hit songs from the label, such as “Jue Bo” and “Kae Bon,” have been featured in millions of short clips, generating exponential views on YouTube, Spotify, and Joox. The latest YouTube views for “Jue Bo” have reached over 225 million, “Kae Bon” 44 million, and “Bo Sot Bo Mai Tho Yot Jip (Plai Kanokporn)” has reached over 54 million, while TikTok followers have increased by over 120.14%. Meanwhile, the usage of vinyl records on TikTok for “Jue Bo” has reached 2.8 million, while “Kae Bon” recently reached over 1.5 million.
New-generation artists from the label, such as Prae Chana, New Country, Mintra Indira, Kantong Thung Ngern, Plai Kanokporn, and many others, have become representatives of the “new generation of Luk Thung,” characterized by their friendly personalities and strong connections with fans via social media. Whether it’s behind-the-scenes clips, comedic clips, or the constant fan engagements on TikTok and Instagram, these artists have earned the image of “cool yet approachable,” truly inspiring the new generation.
Meanwhile, Grammy Gold continues to develop more contemporary music styles, including Luk Thung Pop, Luk Thung Indie, and Isan Luk Thung mixed with electronic sounds, to suit the tastes of Gen Z, who prefer catchy, easy-listening music with relatable lyrics. Several songs have surpassed 100 million views and trended on TikTok for several weeks, reflecting the notion that “Luk Thung is not outdated – it’s being rebranded to suit every generation.”
Mr. Supachai Nilwan, Vice President – Promoter, GMM MUSIC, emphasized the creative approach that involves understanding Gen Z’s behavior and preferences. He stated, “The key is to understand Gen Z’s behavior: what they like, what they watch, and what platforms they’re on. Then, we can apply these insights to Luk Thung music, including the music, content, and artist image.” This strategy has proven effective in helping Luk Thung music resonate with the new generation and become viral.
Mr. Prapath Kusiriwanichkorn, Vice President – Promoter, GMM MUSIC, and the initiator of the ‘YOUNG GOLD’ project, expressed the desire for Grammy Gold to be more chic, youthful, and contemporary. The project aims to blend global musical styles with a Thai identity, creating a unique T-pop sound that appeals to international audiences. Prae Chana, the project’s lead artist, exemplifies this blend, and the project has been well-received by new listeners.
This is Grammy Gold’s vision for creating a new-age Luk Thung brand that not only retains its Thai roots but also embraces the changing digital landscape and the tastes of the new generation. Thai Luk Thung music is no longer just “songs for the countryside,” but “songs for everyone,” speaking the same language as listeners of all generations.