Behind the scences of a big-name Thai music label

Behind the Scenes of a Big-Name Thai Music Label

Mr. Paophol Suwannasorn

Bachelor of Arts Program in Journalism

(Media Studies) International Program

Faculty of Journalism and Mass Communication

Thammasat University

Year 2023

Project Title Behind the Scenes of a Big-Name Thai Music Label

Author Mr. Paophol Suwannasorn

Major Bachelor of Arts Program in Journalism (Media Studies)

International Program

_____________________________________________________________________

Project Advisor : Internship

………….…………………………Advisor

(Assistant Professor Pansa Rawd-ard, Ph.D.)

……….…………………………Committee

(Mr. Kritsada Vadeesirisak)

Title

Behind the Scenes of a Big-Name Thai Music Label

……………………………..

(Mr. Paophol Suwannasorn)

…………….…………………………Advisor

(Assistant Professor Pansa Rawd-ard, Ph.D.)

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Title: Behind the Scenes of a Big-Name Thai Music Label

Student Name: Mr. Paophol Suwannasorn

Project Degree: Bachelor of Arts Program in Journalism

(Media Studies)

Faculty: Journalism and Mass Communication,

Thammasat University

Academic Year: 2022

Abstract

"Behind the Scene of a Big-Name Thai Music Label" provides a comprehensive

exploration into the operations and strategies of a prominent music label in Thailand.

This study aims to uncover the behind-the-scenes activities, decision-making processes,

and approaches employed by the label to nurture and promote Thai musical talents.

Through a combination of documentary analysis, interviews with industry insiders, and

firsthand observation, this research offers valuable insights into the intricate workings

of the music label.

The study findings revealed a step-by-step process involved in building an artist

community, including (1) Planning theme that company will clearly define the purpose

of the community which is to promote mutual support and collaboration among its

members, rather than acting solely as a record label to helps create a unique identity for

the WAVS artist community. (2) Recruiting Artists was conducted using Google

Forms, as it provided a convenient way to review applications. (3) Marketing Plans that

WAVS uses a variety of marketing tools such as Warner Music utilized hashtags to

create a sense of community and facilitate engagement to easily discover and follow

updates. (4) Artist selection and activities design to suit the community to gain exposure

and engage with a broader fan base (5) Communicating to the Public: Warner Music

allows artists to engage with the public and inform them about community events. This

ongoing engagement acts as a content guide at all times. Warner Music Thailand’s

meticulous approach, focusing on details in each step, contributed to the success of the

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project. The use of various media such as Facebook, music streaming application,

workshops such as teaching skills about music, songwriting, playing instruments,

online content on WAVS or Warner Music Thailand Facebook page, and in-person

meetings with corporate officials’ fans and artists, effectively established and promoted

the WAVS artist community.

Keywords: music label, Thai music industry, behind-the-scenes, artist selection,

marketing campaigns

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Acknowledgement

I would like to express my sincere gratitude to all those who have contributed

to the completion of this research project.

First and foremost, I would like to extend my heartfelt thanks to my project

advisor for their invaluable guidance, support, and expertise throughout this research

journey. Their insightful feedback and encouragement have been instrumental in

shaping the direction of this study.

I am deeply grateful to the staff and employees of the big-name Thai music label

who generously shared their time and knowledge for the interviews and observations

conducted as part of this research. Their openness and willingness to provide insights

into the inner workings of the music industry have been essential in gaining a

comprehensive understanding of the topic.

I would also like to extend my appreciation to my fellow colleagues and friends

who have provided their assistance, encouragement, and valuable input throughout the

research process. Their support has been a constant source of motivation and

inspiration.

Lastly, I would like to express my heartfelt appreciation to my family for their

unwavering support and understanding during the course of this research. Their love,

encouragement, and belief in my abilities have been the driving force behind my

academic pursuits.

To all those who have played a part, no matter how big or small, in the

realization of this research project, I offer my heartfelt thanks. Your contributions have

been instrumental in its completion.

Mr. Paophol Suwannasorn

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Contents

Page

Abstract……………………………………………………………………………..Ⅰ

Acknowledgement………………………………………………………………….Ⅲ

Contents…………………………………………………………………………….Ⅳ

Contents of Figures…………………………………………………………………Ⅵ

Chapter

Chapter 1 Introduction 1

1.1 Background of the Study 1

1.2 Objectives of the Study 3

1.3 Research Methodology 3

1.3.1 Documentary Analysis 3

1.3.2 Observation 3

1.3.3 Depth interviews 3

1.3.4 Consensus from key informants 3

1.4 Scope of the Study 4

1.5 Expectation of the Study 4

1.6 Limitation of the Study 4

Chapter 2 Literature Review 5

2.1 Music Industry 5

2.2 Artist Community 7

2.3 Community Branding 7

2.3.1 Forum 8

2.3.2 Building Artist Community on social media 8

2.3.3 Building Brand Ambassadors for the

Community 9

2.3.4 Setting Music Performance Contests 9

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Contents (continued)

Page

2.4 Communication Strategy 9

2.4.1 Follow-up and feedback 10

2.4.2 Parallel channels of communication 10

2.4.3 Language use 10

2.5 Media Mix 10

Chapter 3 Methodology and Findings 12

3.1 Methodology 12

3.1.1 Research Methodology 12

3.1.1.1 Documentary Analysis 12

3.1.1.2 Observation 12

3.1.1.3 Depth Interviews 12

3.1.1.4 Consensus from Key Informants 12

3.2 Company background 13

3.3 Artist community 13

3.4 Studying the Process of Building an Artist Community 14

3.4.1 Planning Theme 14

3.4.2 Recruiting Artists 15

3.4.3 Marketing Plans 16

3.4.4 Artist Selection and Activities Design 17

3.4.5 Communicating to the Public 17

Chapter 4 Conclusion, Discussion and Suggestion 19

4.1 Conclusion 19

4.2 Discussion 20

4.3 Suggestion for Future Studies 24

Referencing…………………………………………………………………… 26

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Table of Figures

Page

Figure 1 Coordinating for Jeff Satur .............................................................................. 2

Figure 2 Working Experience at Warner Music Thailand ............................................ 17

Figure 3 Workshop for the WAVS Project ................................................................... 21

Chapter 1

Introduction

1.1 Background of the Study

The music industry plays a pivotal role in shaping society, particularly in this

digital era, where it has a profound impact on people's daily lives, behavior, and

thoughts. Among the various branches of the entertainment industry, the music industry

holds a significant position, serving as a vital form of artistic expression and cultural

influence. As evidence of its contribution to the global economy, the music industry

witnessed substantial growth during the late 20th century, with over one billion music

records sold worldwide, followed by the emergence of digital platforms in the

increasingly digital era (Wikström, P, 2022).

The way people consume music has continually evolved across generations,

influencing societal trends and preferences. From the rise of rock music in the 1960s to

the fusion of disco and rock in the 1970s, followed by the emergence of hip hop, punk

rock, and gangsters rap in subsequent decades, music has continuously shaped cultural

landscapes (Lisa, A, 2019). Moreover, studies have highlighted the profound impact of

music on individuals, affecting emotions, attention, and conveying explicit and implicit

messages (Petrusic, D, 2021). Music serves as a universal language, allowing people

from different cultures and generations to connect and communicate through shared

sounds and stories (Sandra et al., 2015).

Within the music industry, artists play a pivotal role as influencers and

trendsetters. In the digital era, fans not only follow artists for their music but also

connect with their lifestyle, appearance, and mindset. As an intern at Warner Music

Thailand, I had the opportunity to gain firsthand experience in the A&R (Artists and

Repertoire) department, which closely collaborates with artists, guiding their direction,

music genre, marketing, and overall artistic vision. This position encompasses various

responsibilities, including planning releases, creating visual images, styles, music

videos, and coordinating artist promotions.

Undertaking this internship at Warner Music Thailand provided valuable

insights into the operations of a big-name Thai music label. The experience exposed me

to the intricacies of artist management, event coordination, and promotional strategies

within the music industry. Inspired by this experience, my thesis titled "Behind the

Scenes of a Big-Name Thai Music Label" aims to delve into the inner workings of such

music labels, exploring artist development, marketing strategies, event management,

and the influence of digital platforms on the industry.

Through this research, I seek to contribute to a deeper understanding of the

music industry in Thailand, shedding light on the behind-the-scenes efforts required to

nurture and promote artists, as well as examining the challenges and opportunities faced

by major record labels. By studying the operations of Warner Music Thailand and its

impact on the local music scene, this research will offer valuable insights into the

dynamics of the music industry and its role in shaping contemporary culture.

Figure 1 Coordinating for Jeff Satur

1.2 Objectives of the Study

To investigate the communication elements involved in the process of building

an artist community in the entertainment industry.

1.3 Research Methodology

This research will employ a combination of research methods to achieve its

objectives.

1.3.1 Documentary analysis

This research will draw insights from the existing documentary analysis

conducted during the Bachelor of Arts Program in Journalism. Lessons learned in mass

media courses will prove valuable in understanding the internship session. The SMCR

(Source-Message-Channel-Receiver) model will be employed to create a clear picture

of the project and facilitate effective communication within the team. Online

documentary analysis will also be utilized to gather background knowledge on the

music industry, Warner Music Thailand, artist communities, and community branding.

1.3.2 Observation

Insights gained from the internship experience at Warner Music

Thailand as an artist relations (A&R) trainee will provide valuable information,

knowledge, and tips used in creating the WAVS artist community project.

1.3.3 Depth interviews

A depth interview will be conducted with May, an A&R representative

from Warner Music Thailand. May's expertise and guidance in the WAVS artist

community project will offer valuable insights into the artist selection process and the

role of A&R in supporting artists.

1.3.4 Consensus from key informants

The researcher will seek consensus from the WAVS staff, the team

responsible for building the WAVS artist community. Collaborating closely with the

team will enable the researcher to gain detailed insights into each step of the project

and understand how Warner Music Thailand operates in building such initiatives.

1.4 Scope of the Study

This study focuses on the process of building an artist, specifically examining

the case of the WAVS artist community at Warner Music Thailand. It further explores

the impact of the community's content on key audiences. The study period spans from

January 23rd to March 31st, 2023.

1.5 Expectation of the Study

1) To gain an understanding of how to build a successful artist community in

the entertainment industry.

2) To recognize the importance of the processes involved in building an artist

community in the entertainment industry and their potential impact on key audiences.

1.6 Limitation of the Study

1) The research duration is limited to two months and one week within the

Warner Music Thailand internship period. Ideally, a more comprehensive study of this

project would require a six-month timeframe.

2) The researcher's role as an A&R trainee may limit their exposure to the

entirety of the WAVS artist community project, as there are other teams involved in its

development.

Chapter 2

Literature Review

The music industry has undergone remarkable changes and advancements over

the past century. From the transition to music records to the rise of digital streaming

platforms, technology has played a pivotal role in shaping the way music is created,

distributed, and consumed. This article explores the story of the music industry, the role

of artist communities, the concept of community branding, communication strategies,

and the importance of media mix in promoting music projects. It delves into the specific

case of Warner Music WAVS Thailand project, highlighting its efforts to build a vibrant

artist community and establish effective communication channels through a media mix

approach.

2.1 Music Industry

The music industry has experienced significant growth and popularity

worldwide over the past century. The emergence of modern western music industry can

be traced back to the 1930s and 1950s when music records replaced music sheets as the

primary medium. This transition was facilitated by advancements in music dice

technology, dynamic sound, and mass production techniques, alongside the availability

of high-quality gramophones (Taintor, C, 2014). In 1964, cassette tapes gained

prominence, providing music lovers with portable audiotape recorders (Taintor, C,

2014). Subsequently, in 1978, Phillip and Sony Companies introduced Compact Discs

(CDs), contributing to the prosperity of the music industry and the emergence of

numerous famous music artists (Taintor, C, 2014).

By the year 2000, the global music market was primarily controlled by three

major music companies: Universal Music Group (France), Sony Music Entertainment

(Japan), and Warner Music Group (USA). These companies collectively dominated

approximately 70% of the industry's total revenues (Dewaard et al., 2022). Live music

events, festivals, and concerts were regulated by LIVE Nation, a subsidiary of

iHeartMedia Inc., one of the most influential mass media corporations in the USA

(FORTUNE, 2021).

However, the music industry experienced profound changes with the advent of

the internet, which facilitated digital music broadcasting and the unauthorized sharing

of songs through online platforms. The internet revolutionized the music industry by

enabling easy access to high-quality music on digital platforms, eliminating the need

for physical purchases like cassette tapes and DVDs (Lam & Ten, 2001).

The music industry has also been significantly impacted by music streaming,

which gained momentum with the arrival of the internet and social networks, bolstered

by advanced information and communication technologies (ICT). Streaming platforms

allow modern music listeners to access online songs according to their preferences and

download music effortlessly on smartphones (Stone, J, 2021). The global music

industry is projected to witness a substantial revenue increase from $62 billion in 2017

to $131 billion by 2030 (Stone, J, 2021).

Despite advancements in music broadcasting through ICT and AI, the music

industry still relies on fundamental components such as music companies, musicians,

artists, and singers who create their own songs, albums, and live performances protected

by sound recording and musical composition copyrights (Stone, J, 2021).

In the context of Thailand's music industry, the progress has been driven by the

Thailand Industry 4.0 Policy, which emphasizes digital infrastructure development to

elevate the country's economy. Thai music industry is increasingly reliant on

innovation, music technology, creativity, and AI. The integration of technology and

creativity enables modern and upcoming music artists to easily reach and engage with

a broader audience (Littaka, S, 2017). Over the past two decades, music companies and

artists in Thailand have actively adapted to the rapid changes in innovation, technology,

and ICT. Modern music listeners now have convenient access to music through

streaming platforms, eliminating the need for traditional music recorders and cassette

tapes. Advanced internet technology and social networks allow music artists to

showcase their live performances through streaming channels, providing continuous

access to their music for listeners. Additionally, streaming applications like Deezer,

Joox, Line Music, and Apple Music offer subscription-based models, allowing users to

access licensed songs indefinitely from a vast music database (Littaka, S, 2017).

2.2 Artist Community

The establishment of the Warner Music WAVS Thailand project highlights the

significance placed on young music artists invited to participate in building the WAVS

Music Community. Warner Music Thailand's Artist Community provides a platform for

these artists to freely create and showcase their songs, music performances, and talents.

Additionally, they have access to recording studios, still photography studios, and

workshops where they can learn from experienced senior artists and professionals in

various fields. The project also offers the potential for these artists to sign professional

contracts with Warner Music Thailand, provided they demonstrate sufficient music

potential (Dude Place, 2022).

Within the Warner Music Community, young music artists can collaborate,

share, and showcase their musical skills to their fans using state-of-the-art musical

instruments and recording studios. This creates a sense of belonging and impresses the

artists in a positive way. The relationship between artists and the community is

significant, as artists encourage their fans and audiences to enjoy their music

performances, fostering a lively, cooperative, and friendly community atmosphere

(American Art Scape, 2014).

In broader terms, an artist community or music community refers to a gathering

of music enthusiasts who engage in music activities, traditionally held in public places

and schools. While artist communities have historically had informal structures, they

serve as platforms for various types of music that reflect the participants' cultures and

ways of life. Artist communities play a vital role in nurturing participants' musical

knowledge and expertise, while also fostering strong human relationships and

supportive interactions among community members (Veblen, K & Olsson, B, 2021).

2.3 Community Branding

The concept of community branding recognizes the importance of human

connection and collaboration in fostering a sense of community. Studies have shown

that a significant number of people feel isolated and lonely, even with the presence of

social media and the internet. Face-to-face interaction and teamwork have been found

to reduce loneliness, depression, and improve mental well-being (Karpls, P, 2018).

When individuals with shared interests come together to engage in activities as a

community, it not only improves brand awareness but also creates a sense of belonging

and community (Karpls, P, 2018).

In the context of the Warner Music Thailand WAVS project, the aim is to build

a new community where young artists can gather and engage in music activities

together, fostering a sense of community. This has a positive impact on the emotional

well-being of the participants and contributes to community branding, benefiting all

stakeholders such as music artists, audiences, and musicians. Community branding

refers to social gatherings attended by a group of people who share the same interest,

where the brand being promoted becomes an integral part of the community

(Algesheimer, R, 2005). Organizers of community branding activities need to create

special activities, such as music performances, to attract interested individuals and

connect them with the branding efforts, building a shared culture that meets the

participants' needs (Fournier, S & Lee, L, 2009).

Community branding can be manifested both in on-site and online contexts,

with the following components.

2.3.1 Forum

Young artists who wish to join the Warner Music WAVS Thailand

project can establish an online forum. This allows them to create their own online

community, where members can share comments, engage in discussions, and have

intimate conversations with the music artists. Online forums serve as an effective tool

for strengthening community branding.

2.3.2 Building Artist Community on social media

In the digital era, music artists find it convenient and efficient to build

their artist community on online platforms. They can showcase their music

performances through various social media sites such as YouTube and Facebook, while

also sharing captivating pictures of their performances on platforms like Facebook,

Instagram, LinkedIn, Reddit, etc. This approach helps to attract prospective fans and

build a strong online presence, enabling the community branding to go viral through

electronic word-of-mouth at a relatively low cost.

2.3.3 Building Brand Ambassadors for the Community

Building brand ambassadors contributes to the reinforcement of

community branding. In the case of the Warner Music WAVS Thailand project,

establishing music contests to select winners as brand ambassadors can enhance

community branding efforts. These brand ambassadors will be responsible for

promoting the project and encouraging promising music bands to participate in the artist

community, fostering teamwork and creativity among all participants.

2.3.4 Setting Music Performance Contests

Warner Music WAVS Thailand project can further attract aspiring music

artists by organizing music performance contests. These contests should emphasize

friendliness and collaboration among participants, offering attractive rewards (both

financial and non-financial) to the winners. Such contests serve as an efficient method

for fostering a sense of community among artists (Nukulsompratana, P, 2021).

2.4 Communication Strategy

To ensure effective communication within the Warner Music WAVS Thailand

project, organizers and participating music artists need to employ effective

communication strategies. Nittaya Ngoenprasertdee (2001) proposes two types of

communication strategies: formal and informal.

Formal communication strategy entails using precise and relevant

communication, establishing reliable communication systems, and utilizing

communication knowledge to convey important information to the audiences

efficiently. Formal strategies can be promoted through traditional and digital media,

delivering transparent, truthful, supportive, and honest messages. Consistency,

punctuality, and encouraging feedback and responses from the receivers are also

important aspects of formal communication strategy (Sprimont, J, 2021).

Informal communication strategy focuses on fostering unity, harmony, and

mutual understanding among the target participants, including music artists, musicians,

and audiences. It allows individuals to have individual freedom and independence in

choosing their activities, based on their preferences and creativity within a friendly

studio or casual music workshop. Informal strategies aim to create a sense of

community and belonging (Nittaya Ngoenprasertdee, 2001).

Additionally, Wanchai Meechat (2005) suggests several ways to enhance

communication strategy.

2.4.1 Follow-up and feedback

Organizers can create questionnaires and conduct in-depth interviews to

gather feedback and evaluate the project. Understanding the initial impressions of the

music artists and their feelings towards the Warner Music WAVS Thailand project can

help improve and enhance the community for future generations.

2.4.2 Parallel channels of communication

Utilizing various social media channels allows musicians and audiences

to interact, comment, provide feedback, and ask questions. This helps foster a sense of

community and belonging.

2.4.3 Language use

Proper and suitable language usage is crucial in both formal and

informal communication strategies. Warner Music Community members must use

languages that match the communication skills, attitudes, knowledge, social status, and

culture of the audiences.

Furthermore, proactive strategies and customer relationship

management (CRM) are essential for effective communication. Building modern music

studios and providing advanced musical instruments and accessories can contribute to

customer satisfaction and meet the needs and desires of the participating music artists

and audiences (Smith, R, D, 2002).

2.5 Media Mix

In the context of Warner Music WAVS Thailand, media mix plays a crucial role

in effectively communicating information to the target audiences and promoting the

project. Media mix refers to the combination of various communication channels used

to achieve marketing objectives (Linton, I, 2019). It involves using a mix of traditional

and digital media alternatives, including social media channels, TV, radio, and other

forms of media.

The benefits of using a media mix approach are significant. By leveraging

diverse communication channels, media mix enables messages to reach a large number

of target audiences, prospects, and customers. It also allows for tailored experiences,

facilitating two-way communication and providing the latest updates to message

receivers (Send Pulse, 2022).

Warner Music WAVS can utilize media mix to effectively communicate

important messages to the target audiences and encourage positive responses to the

campaign. Components of media mix may include radio messages, television, social

media channels, billboards, events, newspaper advertisements, posters, video features,

and dramas to reach the target markets (Arulmani, G, 2015).

Furthermore, employing a media mix approach is instrumental in promoting the

brand of Warner Music WAVS Thailand. Through the project, organizers aim to

enhance brand awareness and recognition among the target audiences. Media mix

allows for efficient brand presentation through diverse communication channels,

aligning with the preferences and characteristics of the target audiences (JASM

Consulting, 2018).

For example, Warner Music WAVS Thailand emphasizes the use of digital

media, particularly social networks, to effectively communicate important messages

and project information to the target audiences, including aspiring music artists and

followers. Platforms like Facebook are utilized to leverage the power of social media

and engage in effective communication. Additionally, the 30 music artists participating

in Warner Music WAVS can apply the concept of media mix to their musical works by

utilizing diverse communication channels, especially their individual social media

platforms, to reach their target audiences and fans based on geographical location,

demographics, and psychographic characteristics (Bhasin, H, 2021).

By incorporating media mix strategies, Warner Music WAVS Thailand can

maximize its reach, engage with the target audiences effectively, and promote brand

awareness and recognition among aspiring music artists and their followers.

Chapter 3

Methodology and Findings

3.1 Methodology

3.1.1 Research Methodology

This research employs a combination of research methods to collect data

and achieve its objectives.

3.1.1.1 Documentary Analysis

Documentary analysis plays a crucial role in this research. It

involves analyzing existing documents and resources obtained during the Bachelor of

Arts Program in Journalism. Lessons learned from mass media courses provide

valuable insights into understanding the internship session. The SMCR (Source-

Message-Channel-Receiver) model is utilized to establish a clear project framework

and facilitate effective communication within the team. Online documentary analysis

is also conducted to gather background knowledge on the music industry, Warner Music

Thailand, artist communities, and community branding.

3.1.1.2 Observation

The researcher gains valuable insights through firsthand

observation during the internship experience as an artist relations (A&R) trainee at

Warner Music Thailand. This direct involvement offers valuable information,

knowledge, and tips used in creating the WAVS artist community project.

3.1.1.3 Depth Interviews

In-depth interviews are conducted with May, an A&R

representative from Warner Music Thailand. May's expertise and guidance in the WAVS

artist community project provide valuable insights into the artist selection process and

the role of A&R in supporting artists. These interviews offer a deeper understanding of

the industry and contribute to the research findings.

3.1.1.4 Consensus from Key Informants

The researcher seeks consensus from the WAVS staff, the team

responsible for building the WAVS artist community. Close collaboration with the team

enables the researcher to gain detailed insights into each step of the project and

understand how Warner Music Thailand operates in building such initiatives.

Consensus from key informants enhances the accuracy and reliability of the research

findings.

3.2 Company background

Warner Music Thailand is a prominent music company in Thailand,

representing a diverse range of artists. As a subsidiary of Warner Music Group, a global

industry leader, they nurture talent, promote creativity, and connect artists with

audiences worldwide. With a focus on innovation and collaboration, they offer

comprehensive services such as artist development, marketing, and distribution. Warner

Music Thailand's dedication to supporting local talent has made them a trusted partner

in shaping the dynamic Thai music industry.

3.3 Artist community

WAVS, which stands for Warner Music Artist Community, is a unique initiative

by Warner Music Thailand aimed at creating a supportive ecosystem for artists. The

artist community serves as a platform where artists can connect, collaborate, and

receive valuable resources and guidance from industry experts.

The primary purpose of creating the WAVS artist community is to foster a sense

of belonging and mutual support among artists. By bringing artists together, Warner

Music Thailand aims to facilitate knowledge sharing, creativity, and collaboration

among like-minded individuals. The community provides a space where artists can

learn from each other, exchange ideas, and grow together in their artistic journeys.

The creation of the artist community is driven by the recognition that artists

thrive when they have a strong support system and opportunities for networking. By

offering a platform where artists can interact and collaborate, Warner Music Thailand

seeks to nurture and empower artists, helping them reach their full potential.

The establishment of the WAVS artist community brings several benefits to the

music industry. Firstly, it creates a vibrant network of artists, allowing for cross-

pollination of ideas and innovation. Artists can draw inspiration from each other,

collaborate on projects, and explore new creative directions.

Additionally, the artist community fosters a sense of camaraderie and support

among artists, mitigating the potential isolation that artists often face in their individual

pursuits. This sense of community enhances the overall well-being and professional

growth of artists, contributing to a healthier and more sustainable music industry.

Moreover, the artist community serves as a valuable resource hub, providing

artists with access to industry expertise, educational opportunities, and resources such

as studio facilities and consultations with professionals in areas like marketing, PR,

distribution, and A&R (Artist and Repertoire). This support system empowers artists

with the necessary tools and knowledge to navigate the ever-evolving music landscape.

Overall, the creation of the WAVS artist community by Warner Music Thailand

signifies their commitment to fostering a thriving music industry by nurturing and

empowering artists. By facilitating collaboration, knowledge sharing, and providing

valuable resources, the artist community contributes to the growth and success of

artists, ultimately enriching the music industry.

3.4 Studying the Process of Building an Artist Community

To comprehend how to build a successful artist community in the entertainment

industry, the research identified five key processes.

3.4.1 Planning Theme

During this process, the team actively held meetings to brainstorm ideas

and solidify the concept of the artist community. They emphasized the importance of

clearly defining the community's purpose, which was to foster mutual support and

collaboration among its members, rather than solely functioning as a music label. This

distinction helped to establish a unique identity for the WAVS artist community.

To ensure consistent messaging and a coordinated launch, the team

carefully planned their announcements on social media platforms. They crafted

engaging and informative posts that highlighted the key aspects and benefits of joining

the WAVS community. By strategically timing and crafting these announcements, they

aimed to generate excitement and attract the attention of aspiring artists.

In addition to creating a supportive environment, the team also planned

to provide valuable resources to the artists. This included granting them access to

Warner Music's state-of-the-art studio, which would enable them to produce high-

quality recordings. Furthermore, consultations with various teams within Warner

Music, such as marketing, PR, distribution, and A&R, were made available to the

artists. These consultations aimed to provide guidance and support in areas crucial to

their musical careers, helping them navigate the industry and enhance their artistic

development.

By emphasizing the collaborative nature of the community, carefully

planning social media announcements, and offering valuable resources and support,

Warner Music successfully positioned the WAVS artist community as a unique and

appealing opportunity for aspiring artists.

3.4.2 Recruiting Artists

Warner Music Thailand aimed to recruit 30 artists for the WAVS artist

community. The recruitment process was conducted using Google Forms, as it provided

a convenient way to review applications. The form included questions about the artist's

name, band affiliation (if applicable), genre, contact information, social media profiles,

a representative image, personal introduction, reasons for wanting to join WAVS, and

how they learned about the community.

Figure 2 Working Experience at Warner Music Thailand

3.4.3 Marketing Plans

To raise awareness about the newly established WAVS artist community,

Warner Music implemented various strategies to engage with the press and the target

audience. One of the key initiatives involved reaching out to "The Guitar Mag," a

magazine that also published news articles online. This collaboration allowed Warner

Music to feature articles and stories about the WAVS artist community, providing

exposure and generating interest among music enthusiasts.

In addition to magazine coverage, Warner Music created invitation

videos that were shared through multiple media channels. These videos featured Warner

Music artists who shared their experiences and encouraged other artists to apply and

join the WAVS community. The videos were published on the Warner Music website,

social media platforms, and potentially other online platforms relevant to the target

audience.

As part of their marketing strategy, Warner Music utilized hashtags,

particularly #WAVS, to create a sense of community and facilitate engagement. The use

of hashtags allowed audiences to easily discover and follow updates related to the

WAVS artist community across various social media platforms. By leveraging hashtags,

Warner Music aimed to build a cohesive online presence and encourage conversations

and interactions among artists, fans, and music enthusiasts.

Through their press outreach, invitation videos, and strategic use of

hashtags, Warner Music effectively communicated the existence of the WAVS artist

community to a wider audience, attracting aspiring artists and generating interest in the

community's activities.

3.4.4 Artist Selection and Activities Design

The artist selection process for the WAVS artist community was

overseen by the A&R team, who faced the challenge of reviewing a total of 237 bands

that had submitted their applications. During the selection process, the team focused on

evaluating the band's direction and their songs. The band's direction encompassed

various factors such as genre, target audience, branding, and market positioning. The

A&R team emphasized the importance of understanding the band's clear branding,

rather than solely evaluating the production quality or financial investment in their

work.

To facilitate knowledge sharing and foster a sense of community among

the selected artists, the A&R team organized the "WAVS First Meet" activity. This event

served as an introduction for the artists, allowing them to connect with one another and

exchange ideas. Additionally, the team planned live sessions for each artist to showcase

their original songs or cover versions. These performances were filmed and released to

a wider audience, enabling the artists to gain exposure and engage with a broader fan

base.

The "WAVS First Meet" activity and the live sessions played a crucial

role in not only introducing the artists to the community but also providing them with

opportunities to showcase their talent and creativity. These initiatives contributed to the

overall success and growth of the WAVS artist community at Warner Music Thailand.

3.4.5 Communicating to the Public

In order to maintain a strong connection with the public, the WAVS artist

community at Warner Music implemented various communication strategies. One of

these strategies was the organization of regular visits to Warner Music every Friday,

allowing the artists to engage with the public and keep them informed about the

community's activities. This ongoing engagement served as an always-on content

approach, ensuring that the public stayed updated on the latest developments within the

community.

Furthermore, the WAVS artist community's online presence played a

crucial role in communicating with the public. The community's dedicated page shared

not only information about the artists and their work but also music-related knowledge

and topics. This approach aimed to highlight Warner Music's commitment to providing

music education to the WAVS artists and foster a deeper connection with the audience.

The findings of this study shed light on the step-by-step process

involved in building and maintaining an artist community. From the initial planning

stages, which include selecting artists based on specific criteria, to the implementation

of effective marketing strategies, each aspect contributes to the success of the

community. The research also examined how the establishment and operation of the

WAVS artist community were measured and evaluated, providing valuable insights into

its effectiveness.

By understanding the key factors and processes involved in building and

operating an artist community, this research offers valuable insights for organizations

looking to establish similar communities or enhance their existing ones. The findings

provide a comprehensive understanding of the WAVS artist community at Warner

Music Thailand and its successful establishment, as well as the strategies employed to

maintain effective communication with the public.

Chapter 4

Conclusion, Discussion and Suggestion

This chapter provides a conclusion, discussion, and suggestion. Though, analysis of the

process of building a successful artist community, focusing on the case study of WAVS

from Warner Music Thailand. The discussion is based on the theoretical and conceptual

framework presented in Chapter 2.

4.1 Conclusion

In this study, the main objectives were to examine the process of building an

artist community and to explore the communication elements involved in this process.

By integrating real-world observations from an internship at Warner Music Thailand

with academic concepts, we gained valuable insights into the creation and management

of the WAVS artist community.

To achieve these objectives, a combination of research methods was employed.

Documentary analysis provided background knowledge on the music industry, Warner

Music Thailand, artist communities, and community branding. Observation during the

internship experience offered firsthand information and practical tips used in building

the WAVS artist community. Depth interviews with an A&R representative from

Warner Music Thailand and seeking consensus from the WAVS staff provided valuable

insights into the artist selection process and the overall project.

The study findings revealed a step-by-step process involved in building an artist

community, including planning a theme, recruiting artists, creating marketing plans,

selecting artists, and designing activities, and communicating with the public. Warner

Music Thailand's meticulous approach, focusing on details in each step, contributed to

the success of the project. The use of various media, workshops, online content on

Facebook, and in-person meetings, effectively established and promoted the WAVS

artist community.

4.2 Discussion

Figure 3 Workshop for the WAVS Project

According to Music Industry, it has also been significantly impacted by music

streaming, which gained momentum with the arrival of the internet and social networks,

bolstered by advanced information and communication technologies (ICT). Streaming

platforms allow modern music listeners to access online songs according to their

preferences and download music effortlessly on smartphones (Stone, J, 2021). In the

context of Thailand’s music industry, the progress has been driven by the Thailand

Industry 4.0 Policy, which emphasizes digital infrastructure development to elevate the

country’s economy. Thai music industry is increasingly reliant on innovation, music

technology, creativity, and AI. The integration of technology and creativity enables

modern and upcoming music artists to easily reach and engage with a broader audience

(Littaka, S, 2017). Over the past two decades, music companies and artists in Thailand

have actively adapted to the rapid changes in innovation, technology, and ICT. Modern

music listeners now have convenient access to music through streaming platforms,

eliminating the need for traditional music recorders and cassette tapes. Advanced

internet technology and social networks allow music artists to showcase their live

performances through streaming channels, allowing users to access licensed songs

indefinitely from a vast music database (Littaka, S, 2017). Similarly, the results of the

study found that Warner Music Thailand is a well-known music company in Thailand

with many famous artists both in the country and abroad. At present, innovation and

technology have been brought to develop and make progress for the camp itself. Warner

Music Group affiliates try to expand their scope of work beyond record labels by

creating a culture incubation area talent and foster creativity and connect artists with

audiences around the world. As a result, the company seeks to connect every part of the

organization with technology and accelerate innovations that make music more

accessible to listeners around the world.

According to Artist community, it refers to a gathering of music enthusiasts who

engage in music activities, traditionally held in public places and schools. While artist

communities have historically had informal structures, they serve as platforms for

various types of music that reflect the participants' cultures and ways of life. Artist

communities play a vital role in nurturing participants' musical knowledge and

expertise, while also fostering strong human relationships and supportive interactions

among community members (Veblen, K & Olsson, B, 2021). Likewise, the study found

that WAVS, an artist community operated by Warner Music Thailand, aims to create an

ecosystem that supports artists. The artist community serves as a platform where artists

can connect, collaborate, and receive valuable resources and advice from industry

experts. The creation of the artist community is driven by the recognition that artists

thrive when they have a strong support system and opportunities for networking. By

offering a platform where artists can interact and collaborate through online

communities, Warner Music Thailand strives to empower and empower artists to help

them reach their full potential. Moreover, the artist community also serves as a valuable

resource hub, allowing artists access to industry expertise. educational opportunities

and resources such as studio facilities and consulting with experts in various areas.

Thus, the creation of this artist community indicates their commitment to fostering a

thriving music industry by nurturing and empowering artists by facilitating

collaboration. knowledge sharing and the provision of valuable resources the artist

community contributes to the growth and success of artists. and ultimately add value to

the music industry. The artist community is considered to play a very positive role in

the Thai music industry today as it is a community that gathers people who have a

passion for music and music experts in various fields, thus becoming a source of

knowledge and musical expertise. At the same time, it promotes good human relations

and supportive interactions among community members.

According to Community Branding, it refers to social gatherings attended by a

group of people who share the same interest, where the brand being promoted becomes

an integral part of the community (Algesheimer, R, 2005). Organizers of community

branding activities need to create special activities, such as music performances, to

attract interested individuals and connect them with the branding efforts, building a

shared culture that meets the participants' needs (Fournier, S & Lee, L, 2009). In the

context of the Warner Music Thailand WAVS project, the aim is to build a new

community where young artists can gather and engage in music activities together,

fostering a sense of community. This has a positive impact on the emotional well-being

of the participants and contributes to community branding, benefiting all stakeholders

such as music artists, audiences, and musicians. As the theory of community branding,

it can manifest itself in both on-site and online contexts. There is a main element in

creating a community of artists (1) Forum (2) Building Artist Community on social

media (3) Building Brand Ambassadors for the Community (4) Setting Music

Performance Contests. While Warner Music Thailand’s focus will be on building a core

online artist community. There are 5 steps to create; (1) Planning Theme that company

will clearly define the purpose of the community which is to promote mutual support

and collaboration among its members, rather than acting solely as a record label. This

distinction helps create a unique identity for the WAVS artist community. (2) Recruiting

Artists that Warner Music Thailand aimed to recruit 30 artists for the WAVS artist

community. The recruitment process was conducted using Google Forms, as it provided

a convenient way to review applications. (3) Marketing Plans that WAVS uses a variety

of marketing tools. For example, Warner Music utilized hashtags, particularly #WAVS,

to create a sense of community and facilitate engagement to easily discover and follow

updates related to the WAVS artist community across various social media platforms.

(4) Artist selection and activities design to suit the community. The team planned live

sessions for each artist to showcase their original songs or cover versions. These

performances were filmed and released to a wider audience, enabling the artists to gain

exposure and engage with a broader fan base (5) Communicating to the Public: In every

Friday, Warner Music allows artists to engage with the public and inform them about

community events. This ongoing engagement acts as a content guide at all times. This

ensures that citizens are updated on the latest developments within the community.

According to Communication strategy, Wanchai Meechat (2005) suggests

several ways to enhance communication strategy. (1) Follow-up and feedback (2)

Parallel channels of communication (3) Language use. Additionally, a proactive

strategy and customer relationship management (CRM) are essential for effective

communication. Creating a state-of-the-art music studio and providing advanced

instruments and accessories can lead to customer satisfaction and meeting the needs

and desires of the participating artists and music audiences (Smith, R, D, 2002)

Similarly, the results found that WAVS communication strategy It is designed to meet

the target audience and adopts all three theoretical approaches. Since the follow-up of

the implementation of communication strategies to understand a music artist’s first

impressions and how they feel about the project, Warner Music WAVS Thailand can

help improve and uplift the community for future generations.

The study findings revealed a step-by-step process involved in building an artist

community, including planning a theme, recruiting artists, creating marketing plans,

selecting artists, and designing activities, and communicating with the public. Warner

Music Thailand's meticulous approach, focusing on details in each step, contributed to

the success of the project. The use of various media, workshops, online content on

Facebook, and in-person meetings, effectively established and promoted the WAVS

artist community. Parallel channels of online communication were used to allow

musicians and audiences to interact, express their opinions, give feedback and ask

questions. This fosters a sense of community and unity. Including the use of language

will be designed to suit the communication strategy of each target group. Furthermore,

the communication strategy employed by Warner Music Thailand reflects the

organization's understanding of effective communication channels and target

audiences. By utilizing social media platforms and face-to-face interactions, they can

reach out to teenagers on social media, artists, and the general audience. This aligns

with academic theories on communication strategy and highlights the importance of

tailoring content to different receivers.

According to Media mix, it refers to the combination of various channels used

to achieve marketing objectives (Linton, I, 2019). It involves using a mix of traditional

and digital media alternatives, including social media channels, TV, radio, and other

forms of media. As result, WAVS uses a variety of communication channels. The

community branding is evident in their marketing plans and activities. They utilize the

WAVS Facebook page and social media platforms to share information about being an

artist and provide success tips, which aligns with academic discussions on community

branding as a means of promoting a collective identity and fostering engagement.

Moreover, Warner Music Thailand's use of a media mix, including workshops, online

content, and in-person meetings, demonstrates their understanding of the diverse

communication channels available in today's digital age. This approach aligns with

academic discussions on media mix and emphasizes the need to leverage multiple

platforms to maximize reach and engagement.

4.3 Suggestion for Future Studies

For future studies, conducting surveys with both artists and audiences would be

beneficial. Artist and audience surveys provide valuable insights into their perspectives,

thoughts about the community, and suggestions for improvement. Incorporating their

feedback can help refine and develop the work further, ensuring that it aligns with their

needs and expectations.

By gathering feedback from artists, Warner Music can understand their

experiences within the WAVS artist community, identify areas for improvement, and

provide better support for their music careers. Similarly, conducting surveys with the

audience can provide insights into their perception of the community, their preferences,

and suggestions for enhancing their engagement.

These surveys can serve as a valuable tool for continuous improvement,

allowing Warner Music Thailand to adapt and evolve the WAVS artist community based

on the feedback received. By incorporating the perspectives of artists and the audience,

the community can better cater to their needs and maintain relevance in the dynamic

music industry.

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