Universal strikes strategic deal with Thai record label Hype Train to introduce T-Pop to global audiences

Universal Music Thailand (UMT) has entered into an expanded partnership with Thailand-based record label HYPE TRAIN GROUP.

UMG says the partnership will maximize each organization’s key strengths, with UMG providing global reach to help introduce HYPE TRAIN artists and music to audiences worldwide, and HYPE TRAIN GROUP “bringing its proven ability to sign artists and create hits for its target audience, domestically and within the region”.

HYPE TRAIN GROUP launched in late 2020, with Universal Music Thailand as its exclusive distributor.

The domestic label has already launched its first star in SEEDAA THEVILLAIN, with the hit single SEEDAA, which has gained almost 30 million views on YouTube, and more than 100,000 creations on TikTok.

The success turned SEEDAA THEVILLAIN into one of Thailand’s Top 10 most followed TikTok accounts in 2020.

This success was followed by SPRITE, who appeared on hip hop competition TV show Show Me the Money Season 2.

After the show’s conclusion, he signed with HYPE TRAIN GROUP, and his first single Baby, which launched in November 2020, now has 67 million views on YouTube.

SPRITE then participated in a project with Disney as one of the SEA artists to be featured on Trust Again from the Raya and the Last Dragon OST.

He followed up this release with another hit, Ton, which has now gained more than 340 million views on YouTube and was awarded as ‘YouTube’s Most Viewed Music Video in 2021’ in Thailand.

 

SPRITE’s track Ton has since charted on the Billboard Global Chart at No.89 and appeared on the Spotify Daily Viral chart in many countries across SEA, including Malaysia, Indonesia, and Vietnam.

Under this new arrangement, CEO of HYPE TRAIN GROUP and Hip-Hop Producer, Krerg Chankwang (Nino), will head the label and be fully responsible for all of its signings and creative output, while Universal Music Group will provide label support, including servicing the digital partners, new business, and global marketing and development for HYPE TRAIN projects.

Adam Granite Universal Music

“We are excited to expand our partnership with Nino and the team at HYPE TRAIN GROUP.”

Adam Granite, Universal Music Group

Adam Granite, EVP, Market Development at Universal Music Group, said: “We are excited to expand our partnership with Nino and the team at HYPE TRAIN GROUP, they have quickly shown themselves to be one of the most creative and innovative music companies within the region, and we look forward to working together with them and all of their amazing artists to help bring T-Pop to audiences around the world.”

“Nino is the most exciting and successful music producer to come out from Thailand in the last 5 years, and we can’t wait to help his artists to reach the next level- not only within Thailand, but the rest of Asia, as well as globally.

Calvin Wong, Universal Music South East Asia

Calvin Wong, CEO of Universal Music South East Asia, said: “Nino is the most exciting and successful music producer to come out from Thailand in the last 5 years, and we can’t wait to help his artists to reach the next level- not only within Thailand, but the rest of Asia, as well as globally.

“The roster of acts he has built is amazing and we look forward to further success in this partnership”.

CEO of HYPE TRAIN GROUP and Hip-Hop Producer, Krerg Chankwang (Nino), said: “Partnering with UMG over the past two years has been a great success, and now that the label is home to 13 artists, it’s time for further growth.

“HYPE TRAIN GROUP’s expansion is not just good for business, but will also provide opportunities for a new generation of Thai artists.

“This is an important milestone to elevate the collaboration with Universal Music beyond being just a distribution partner, into a broader partnership deal that will benefit the entire Thai music community and beyond.”

 Music Business Worldwide

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