‘Many still view Thailand as a domestic-only market. In truth, there are many talented Thai songwriters with strong potential for global success.’

MBW’s World Leaders is a regular series in which we turn the spotlight toward some of the most influential industry figures overseeing key international markets. In this feature, we speak to Tatchara Longprasert, General Manager of Sony Music Publishing Thailand. World Leaders is supported by SoundExchange.

Sony Music Publishing opened its first office in Thailand in January 2025.

The Bangkok-based operation – described by SMP as the first international publisher to have a dedicated local team providing full publishing services in Thailand – is headed up by Tatchara Longprasert, an industry veteran whose career has spanned Warner Music Thailand, BEC World (Thai Television Channel 3), and SM Entertainment‘s International Business Team.

Since launch, SMP Thailand has signed over 150 artists, songwriters, and local publishers, representing more than 6,000 catalog songs.

The roster spans T-pop, hip-hop, rap, indie, and original soundtracks, and includes the likes of Scrubb, Z9, BLVCKHEART, Maiyarap, F.HERO, and TYTAN, as well as producers such as SpatChies, MayoJames, and AFU.

In March 2026, SMP Thailand landed one of its most significant signings to date: a global publishing deal with legendary Thai songwriter and producer BOYd Kosiyabong. 

Longprasert noted at the time the “partnership marks a significant milestone for the Thai music industry, highlighting the global value of Thai songwriters and artists, and we are committed to supporting BOYd KOSIYABONG as he continues to achieve success around the world”.

As Longprasert tells MBW in our interview below, he has big ambitions for Thai music on the global stage.

“For T-pop to truly thrive, Thai labels, publishers, media, platforms, and government sectors must align in the same direction with global expansion as a shared goal,” he says.

Thai songwriters, he notes, are already contributing to international projects.

“For T-pop to truly thrive, Thai labels, publishers, media, platforms, and government sectors must align in the same direction with global expansion as a shared goal.”

Tatchara Longprasert

According to the IFPI Global Music Report 2026, recorded music revenues across Southeast Asia grew 9.3% YoY in 2025.

The report singled out Thailand, noting that the country “offers a particularly compelling illustration of how this cultural shift is playing out,” adding that it is “home to deep domestic talent and rooted in tradition” and “has entered a new era as technology helps open up Thai music to global audiences.”

“Wonderframe is one of the songwriters for BABYMONSTER, while SpatChies has co-written with 88rising in Los Angeles, [and] Thai songwriter Ploypaworawan Praison has contributed music to international productions, including Netflix‘s hit reality show Too Hot to Handle,” says Longprasert.

“Many still view Thailand as a ‘domestic-only’ market,” he adds. “In truth, however, there are many talented Thai songwriters with strong potential for global collaboration and success.”

But realizing that potential requires structural change. Longprasert tells MBW that “the concept of music publishing and copyright remains relatively new in the region,” and that Thailand currently has “more than 30 Collective Management Organizations operating in the market, whereas most other countries typically have only one or two.”

“SMP aims to set a new international benchmark for a transparent, comprehensive, and standardized copyright collection system,” says Longprasert.

“Having Sony Music Publishing established in Thailand will help raise awareness and understanding of music publishing, bringing international best practices to strengthen and grow the market.”

Here, Longprasert discusses the untapped potential of the Thai music market, what T-pop needs to break through internationally, and how SMP Thailand is working to reshape the country’s publishing landscape…

WHAT WAS THE CATALYST FOR SONY MUSIC PUBLISHING FINALLY ESTABLISHING A DIRECT PRESENCE IN BANGKOK?

The Thai music market has become a key focus for the global music industry. According to the IFPI Global Music Report 2025 [covering 2024 data], Thailand’s music market is valued at US $100.9 million, showing a 12.92% growth rate from the previous year, placing Thailand at No. 29 in the global music market ranking, with 91.9% of total revenues generated from streaming.

In addition, Thailand has become an increasingly attractive destination for international music events, such as Tomorrowland in Pattaya and Summer Sonic in Bangkok.

“The concept of music publishing and copyright remains relatively new in the region. It is often one of the last aspects that artists and songwriters consider.”

However, despite this progress, the concept of music publishing and copyright remains relatively new in the region. It is often one of the last aspects that artists and songwriters consider.

Having Sony Music Publishing established in Thailand will help raise awareness and understanding of music publishing, bringing international best practices to strengthen and grow the market.

SINCE THE LAUNCH, YOU’VE ALREADY SIGNED A SIGNIFICANT AMOUNT OF LOCAL TALENT. TELL US ABOUT YOUR FIRST MAJOR SIGNINGS.

Since the launch of SMP Thailand, we have signed agreements with over 150 artists, songwriters, and local publishers, representing more than 6,000 local catalog songs.

Our roster includes both emerging and established songwriters, such as Scrubb, Z9, BLVCKHEART, Maiyarap, F.HERO, and TYTAN; leading luk thung [Thai country] content providers like Siang Siam and Sure Entertainment; well-known producers including AFU, Gop Postcard, Four Prateep, SpatChies and MayoJames; as well as major media TV partners such as Channel 3 (BEC World Pcl.).

These talented creators are well-known across Thailand’s music scene, spanning every genre from T-pop to hip-hop, rap, pop, indie, rock, and original soundtracks.

WITH STREAMING ACCOUNTING FOR OVER 90% OF THAILAND’S RECORDED MUSIC REVENUES, HOW DOES THAT DIGITAL DOMINANCE SHAPE YOUR STRATEGY FOR DEVELOPING THAI SONGWRITERS?

Understanding the streaming market and audience plays a crucial role for today’s artists and songwriters. Today’s listeners tend to have niche yet distinct preferences. Additionally, modern artists sell not only their music but their lifestyle and personal brands.

“If creators can truly understand their audiences and strategically leverage digital platforms, they can generate stronger demand and greater profitability.”

In Thailand, we can observe that there are very few songs that achieve mass popularity across all age groups, and even when they do, their popularity tends to fade faster than before. In the past, a hit song might have stayed on the charts for two to three years, but today, it often lasts less than a year.

If creators can truly understand their audiences and strategically leverage digital platforms, they can generate stronger demand and greater profitability.

WHAT TRENDS ARE YOU SEEING IN THE THAI MARKET THAT THE WIDER MUSIC INDUSTRY SHOULD KNOW ABOUT?

In the Thai music market, independent artists play a significant role on the charts. Contrary to the perception that this is a niche segment, independent music has demonstrated substantial streaming success.

For example, artists like F.HERO, Kantong, and Saran have achieved remarkable recognition, including “Kularb”, which spent 16 weeks as Thailand’s Official No.1 in 2025.

“MANY STILL VIEW THAILAND AS A ‘DOMESTIC-ONLY’ MARKET. IN TRUTH, HOWEVER, THERE ARE MANY TALENTED THAI SONGWRITERS WITH STRONG POTENTIAL FOR GLOBAL COLLABORATION AND SUCCESS.”

Additionally, Thai audiences prefer music accompanied by visuals such as music videos or performance clips, which allow them to experience the story and entertainment simultaneously. Social media platforms like TikTok and YouTube are also playing a crucial role in helping tracks reach broader audiences.

WHAT ARE THE BIGGEST MISCONCEPTIONS THE GLOBAL MUSIC INDUSTRY HAS ABOUT THE THAI MUSIC MARKET?

Many people perceive the Thai music market as small and highly limited. Although Thailand’s population size may be smaller compared to some neighboring countries, its music market value is significantly higher, and it ranks among the top music markets in Southeast Asia.

Another key misconception is that many still view Thailand as a ‘domestic-only’ market, where songwriters primarily create for Thai artists in the Thai language, with limited potential for international expansion.

In truth, however, there are many talented Thai songwriters with strong potential for global collaboration and success.

For example, Wonderframe is one of the songwriters for BABYMONSTER, while SpatChies has co-written with 88rising in Los Angeles, [and] Thai songwriter Ploypaworawan Praison has contributed music to international productions, including Netflix’s hit reality show Too Hot to Handle.

YOUR CAREER HAS TAKEN YOU THROUGH WARNER MUSIC THAILAND, BEC WORLD, AND SM ENTERTAINMENT’S INTERNATIONAL BUSINESS TEAM. HOW HAS YOUR EXPERIENCE WITH K-POP INFORMED YOUR APPROACH TO DEVELOPING THAI SONGWRITERS FOR INTERNATIONAL MARKETS?

The K-pop market is highly open and collaborative, welcoming songwriters from diverse nationalities including those from the US, Europe, Latin America, and across Asia.

Being part of the K-pop industry has allowed us to understand its system, creative processes, and working methods, which we can further apply to develop the Thai music market.

“Global collaboration helps strengthen the overall ecosystem and facilitates the exchange of know-how, which will be a key factor in the success of Thai songwriters.”

Global collaboration helps strengthen the overall ecosystem and facilitates the exchange of know-how, which will be a key factor in the success of Thai songwriters.

Through this process, we gain a deeper understanding of global music industry standards, enabling us to adapt and strategize effectively, particularly in the areas of music publishing and copyright in Thailand.

T-POP HASN’T ACHIEVED THE SAME GLOBAL BREAKTHROUGH AS K-POP. WHAT NEEDS TO HAPPEN FOR THAI ARTISTS AND SONGWRITERS TO REACH THAT LEVEL?

K-pop’s rise didn’t happen overnight. Its success was built on a long-term strategy, from the development of a strong infrastructure and ensuring high-quality music, to internationalization and global collaborations, which enhanced visibility, expanded revenue streams and allowed the genre and its talent to achieve economic scale.

“FOR T-POP TO TRULY THRIVE, THAI LABELS, PUBLISHERS, MEDIA, PLATFORMS, AND GOVERNMENT SECTORS MUST ALIGN IN THE SAME DIRECTION WITH GLOBAL EXPANSION AS A SHARED GOAL.”

In Thailand, fandoms are not limited only to idol groups alone. T-pop fandoms now extend to solo artists with strong fan bases, creating purchasing power and economic circulation that flows back to the creators and producers themselves.

For T-pop to truly thrive, Thai labels, publishers, media, platforms, and government sectors must align in the same direction with global expansion as a shared goal.

IN THE SMP THAILAND LAUNCH ANNOUNCEMENT, YOU POINTED TO THE IMPORTANCE OF ENSURING “FAIR AND TRANSPARENT PRACTICES” IN MUSIC PUBLISHING. WHAT SPECIFIC CHALLENGES EXIST IN THAILAND’S PUBLISHING LANDSCAPE THAT YOU’RE WORKING TO ADDRESS?

Currently, Thailand has more than 30 Collective Management Organizations operating in the market, whereas most other countries typically have only one or two.

SMP aims to set a new international benchmark for a transparent, comprehensive, and standardized copyright collection system.

We are committed to building strong collaboration with local collection societies in Thailand to help elevate the country’s music industry, ensuring that composers, songwriters, and rights holders receive their royalties accurately, fairly, and transparently.

WHAT ARE THE BIGGEST OBSTACLES THAI SONGWRITERS FACE ON THE GLOBAL STAGE, AND HOW IS SMP HELPING TO OVERCOME THEM?

We have been working to educate and raise awareness around the international concept of separating sound recording rights and musical composition rights.

If Thailand becomes ready and open to this approach, it would encourage greater participation from foreign producers and songwriters, promote knowledge sharing, and foster collaboration with Thai songwriters and artists.

Most importantly, if this concept is understood and practically applied in the Thai market, we believe it will strengthen the careers of songwriters in Thailand.

HOW IS AI AFFECTING SONGWRITING IN THAILAND, AND WHAT’S SMP’S POSITION ON THE RISE OF AI-GENERATED MUSIC?

There is no denying that technology has made our lives more convenient. AI is an important tool that can support creators and accelerate the creative process, but it is not a substitute for human emotion, storytelling, and lived experience, which remain at the heart of songwriting.

While technology will continue to evolve, creativity must always remain human-led.

HOW DO YOU WANT SONY MUSIC PUBLISHING TO BE POSITIONED IN THAILAND IN THE NEXT 12 TO 24 MONTHS?

We aim to deepen collaboration with labels, streaming platforms, broadcasters, and brands, positioning ourselves as a trusted partner that drives both creative and commercial growth.

“Our goal is to be a reliable partner for the entire industry – from labels to brands – ensuring that music is valued and respected at every level.”

SMP will ensure that music rights are properly monetized across all channels. Beyond supporting creativity, we are committed to championing songwriter rights, providing education, and fostering a strong community for songwriters.

Our goal is to be a reliable partner for the entire industry – from labels to brands – ensuring that music is valued and respected at every level.

IF YOU COULD CHANGE ONE THING ABOUT THE GLOBAL MUSIC INDUSTRY, WHAT WOULD IT BE AND WHY?

I would like to see the global music industry become even more supportive of diverse voices and creative expression.

Music has the power to connect people across cultures and geographies, and the more we can create an environment where songwriters, producers, and artists feel encouraged to explore their unique voice, the more innovation and cultural exchange will flourish.