Image Credit: Music Ally

With the big successes that the K-Pop and J-Pop scenes have seen, can we expect other regional music scenes within Asia to follow suit?

UMG has struck a deal with Thai label Hype Train Group. Launched in late 2020, Hype Train already has Universal Music Thailand as its exclusive distributor. And in the last couple of years the label has launched a couple of new artists who’ve seen significant success with the global distribution reach.

But under this new arrangement, hip-hop producer and Hype Train CEO, Nino (real name Krerg Chankwang) is to remain in charge of label signings and its creative output. However, UMG is to provide support with the likes of global marketing, digital partners, and development for Hype Train’s artists and projects.

Hype Train has a few artists that have been making waves including Seedaa The Villain and Sprite. These artists in particular have been making waves outside of Thailand on YouTube and other streaming services including TikTok.

Music Ally reported in early 2020, there were around 3.5 million people using streaming services in Thailand, and 700,000 were paying for premium accounts. At the time, Thailand digital store Joox reported that 89% of Thai users listened to Thai music over international music.

Additionally, Hype Train Group has two sub-labels.

Hype Train includes seven artists – most sourced from the hip hop competition show “Show Me The Money 2”: Sprite, Guygeegee, Don Kids, Iceace, Seedaa The Villain, OG Bobby and Eskiimo.

And New Wav.Entertainment which has only two artists: Minymynx and Tamp.

With the might of UMG behind it, these conditions could bode great things for Hype Train’s roster. Are we about to see more Thai talent entering the playlists and charts of the global streaming services?