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Fungjai becomes music integrator: Big changes for the anniversary!
Thailand will see significant developments in the music and creative industries in 2025, led by Fungjai and the CEA.
Fungjai becomes music integrator: Big changes for the anniversary!
The Thai music market has seen exciting changes in recent days as Fungjai celebrates its 11th anniversary and heads in a new direction. How Nation of Thailand reports, Fungjai is discontinuing its streaming platform service and positioning itself as a “music integrator” in the future. CEO Saran Pinyarat emphasized that it is essential for brands to create meaningful experiences to reach consumers. Music plays a central role in connecting artists, brands and consumers.
This realignment is based on three core pillars. First of all, it's about concert and festival sponsorship, where tailor-made campaigns are to be developed for large music events. In addition, event management is being expanded, with a focus on strategy, production and collaborations with influencers. The third area concerns the development of music marketing campaigns that target both brands and consumers.
Strong foundation for change
The Fungjai brand aims to stand out through its musical neutrality and ability to include artists from all labels as well as the indie scene. The company benefits from a strong consumer data platform as well as an experienced team in marketing and music. These structural changes come at a time when the Thai music industry is experiencing significant growth rates.
The Thai music industry is currently estimated to be worth between 3 and 5 billion baht, while the film, series and animation industry is worth around 18 billion baht. The Creative Economy Agency (CEA) makes a significant contribution to promoting these sectors Media outreach is planning two large projects for 2025.
New projects and international ambitions
The first project, known as **Music Exchange**, aims to bring Thai artists to international festival stages. At the same time, international organizers should be attracted to Thailand in order to make local music culture accessible to a wider audience. In 2024, **Music Exchange** has already supported over 70 performances, generating more than 300 business opportunities. Another exciting aspect is the **Content Lab**, which offers Thai content creators platforms to network with investors and expand their expertise in areas such as film, series and animation.
In 2024, over 288 participants were trained in the Content Lab, and the “Happy Monday(s)” project has now even gone into production. For 2025, the CEA plans to support over 100 artists at international festivals and further develop the Content Lab curriculum. These measures are part of a comprehensive strategy aimed at sustainably developing Thailand's creative industry and making it internationally competitive.
Fungjai and the CEA thus demonstrate a strong commitment to the music and content industries in Thailand, and it will be exciting to see how these new structures and initiatives will impact the industry.