The times they are a-changin'

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The times they are a-changin'
Kitchana Lersakvanitchakul
The Nation


After stints at RS and Sony, Sudhipong now heads JSL Global Music.

Songwriter and producer Sudhipong Vatanajang looks back at his 30-year music career and how the business has evolved

BANGKOK: -- He began his musical journey more than three decades ago, starting what would become an illustrious career as the singer and frontman of the '80s pop band Fruity and working his up through the ranks to become a top executive of RS Public and Sony Music (Thailand).

A year ago, not long before turning 50, Sudhipong "Chompoo" Vatanajang made another move, to JSL Global Media, and recently took the reins as the executive supervisor of a new department, JSL Global Music.

"It's not a record label in the general sense of the word in terms of marketing albums and online downloads. I would prefer to call it a music label for Thailand's youth," says Sudhipong, chatting after a launch event that included the introduction of the first batch of would-be stars.

The rookies, who were discovered on Channel 7's "Kik Duu" talent show, are season 2 winner Pakwan "Tien" Ruenruay, season 5 champ Pornthip "Pueng" Lamulnoi, Ratchaphol "Palm" Pradittham, Siwawich "Noom" Boonrod, Sarida "Muk" Hiranruang, Deelert "Miew" Chiangkham, season 4 winner Anuchit "Magnum" Naksuk, Surasak "FM" Laokhae and Thanyarak "Beau" Kulsakorn.

Sudhipong is full of praise for all his young stars.

"Magnum succeeded beyond anyone's with his expectations with dance number 'Suay Phan App'. Pueng is a unique luk thung singer and reminds me very much of Sarika Kingthong who enjoyed a hit with 'Taew Ja' 30 years ago. She made the judges weep when she sang Poompuang 'Pueng' Duangchan's 'Loke Khong Pueng'," says Sudhipong, who also penned Tien's "Yaak Roo … Tham Mai Mai Tham" and Miew's "Arai Kor Miew".

"Kik Duu", which has been on for three years, is a little different from other TV talent searches, as it pits singers from two communities - each of these representing their provinces - in a battle that sees the winner take home Bt1 million to develop his or her community.

"We followed up after the end of the show, shooting a video of how the community would want to use the money. Some wanted to build a library, others preferred it be spent on nursing care or on medical appliances for the hospital," says Sudhipong, who also served as one of the show's judges.

"The show has proved incredibly successful, with the ratings beating Workpoint Entertainment's 'Ching Roi Ching Lan' when it aired on Sunday and now, after moving to Tuesday, in front of 'At Ten'."

At JSL Global Media, Sudhipong was in charge of the company's show business interests and also for writing songs, soundtracks for TV and movies, jingles and TV spots. He's been joined in the new music department by executive producer Theerasak Wadeesirisak, another '80s star and former keyboard player for Rainbow.

"RS, Sony and JSL Global Music are very different in their approaches, so the end product is also different. I love making music for the masses and am happy writing different genres," he says.

After splitting with Fruity, Sudhipong turned his interests to songwriting and producing for RS artists Girly Berry, I-Nam and Kamikaze. He wrote songs for the TV series "Kanok Lai Botan", "Kho Kam", and "Sai Lohit". When he moved to Sony Music (Thailand), he produced Singular and Sugar Eyes.

"Three major factors have come into play in the changes in the music industry over the last 30 years. The first is a wider variety of music, both in terms of rhythms and platform. The second factor is language, which used to be descriptive but today is more diffused and designed to have an immediate impact on young audiences.

"Of course, with the changes to the melodies and lyrics, the value of the music has also changed and this is the third factor. Twenty or even 10 years ago, music was considered as a 'worthy' recreation. Today's it's been devalued, not least because of the bigger number of artists but also the more simplistic songs."

Copyright infringement, he adds, is certainly nothing new and started long before the days of the digital download.

"In era of cassettes or reel-to-reel tape, everyone was recording songs off the radio or making copies off the vinyl. I remember owning a greatest hits tape that cost Bt15. Consumer behaviour has changed and there's a much greater urgency to consume and share. This has led to the most-shared artist becoming the favourite. A good example is South Korea's Psy, whose hit 'Gangnam Style' won him the record of most-viewed music video ever.

"It happens here too. A singer becomes well known after his or her music video is viewed thousands of times and that ups his or her value. The artist benefits and so do the record label and the songwriter, who earn a percentage from the number of views from YouTube."

As for the genres, Sudhipong reckons that luk thung has undergone the biggest changes.

"These days, more often than not, it's mixed with other music genres like R&B, rap, hip hop and reggae. Even the singing style is infused with R&B," says the producer.

He recalls listening to Peter, Paul and Mary in his youth. "That kind of folk singing wouldn't be in favour today. The youngsters prefer [folk-rock musician] Jack Johnson," he laughs.

Another common criticism of today's singers is that they use falsetto or head tone, rather than their real voices.

"It is a trend worldwide," Sudhipong says. "The music business is always trying something different. And of course, when one singer does it, everyone wants to follow. It's not easy either. The artist has to exercise to expand his voice range. Sometimes, using the head tone is intended to lighten the mood of the song. If the artist were to use his real voice, it would be rock more than ballad."

As for the rookies and their future, Sudhipong expects we'll be seeing them again soon on the small screen.

"JSL is coming up with new TV dramas and sitcoms. Some of them will get the chance to be actors and presenters," he concludes.


-- The Nation 2014-02-01

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