T-POP OF THE YEAR or TOTY Music Awards 2022 Thailand’s Top Music Awards A New Milestone for Hits in the Digital Age article from : Paul happy
Photos from the TOTY Music Awards 2021
The new milestone of popular music industry in Thailand has entered the second stage.
Keep a close eye on and follow the TOTY music award or T-POP OF THE YEAR, which has already arrived in its 2nd year.
TOTY Music Awards 2022 is very interesting. Because it represents a new landscape of popular music in Thailand. and to project the image of popular music that is at the pulse of society. Especially, the trend or direction of Thai people’s music listening is clear. It is a compass pointing to the future.
Most importantly, it demonstrated the potential or capabilities of Thailand’s commercial music industry. to gain a foothold in the international music market before going global Because listening to music is now possible via streaming and social media from anywhere in the world.
As you know the landscape and channels for listening to music around the world and in Thailand itself have completely changed in the online world, streaming and social media. This has become an important trend in determining the direction of popular songs or being popular in the world of music listening and watching.
Since 2012, the song “Gangnam Style” or Kang Nam Si Taeil in Korean is the single by South Korean rapper Psy (PSY) in the album “PSY 6 (Six Rules), Part. 1” The song, length 3.39 minutes, is real an important milestone in the emergence of popular music in the world. and change forever
After 12 full years, this song has a total of 4.7 billion views or views on YouTube (Youtube) and social media, which has made popular music completely different from radio and television.
Clayton Christensen of Harvard University Run is an American academic and management consultant. The developer of the “disruptive technology” theory, which has been called the most influential business idea of the early 21st century.
Disruptive Technology, the replacement of old technologies with new technologies that customer groups cannot satisfy. also in the music industry. Listening to music in a new way It’s called streaming (streaming – listening to music online) and it currently has a fairly large market share around the world. to be able to say every time technology was developed for music. Innovation will always replace the old.
Therefore, in modern times, not to mention the disruption or change in the behavior of music users, especially the new generation, with the back and forth. including charts or hits that are no longer the same Different streaming and social media platforms Has the trend and set the direction of all music listening. Various songs are no longer subject to time restrictions. Can become a hit from views or views Share or recommend others, viral, memes, etc.
TikTok is becoming an unexpected hits scorecard for online civil society and can reach audiences in different groups Until it can break into the mainstream broadly
YouTube is the command base and wallet of the music industry. to be published in the production of music and music
Facebook, although it has not had any impact on the creation of many hits But it is an indispensable channel to inform civil society online.
Twitter is superficial and makes a trend that hits like an overnight dream.
Of course, direct music streaming like Spotify/JOOX/Apple Music/Tidal is already the lifeblood of this generation’s music listening trend, spanning all genders and ages.
T-Pop, which has both the T-Pop Stage and TOTY Music Awards, has a center Thai pop music fan application T-Pop is the center of everything. brought various trends from social media platforms or online civil society and music streaming to fully commercialize the Thai music industry And interestingly opens a new page of the industry and the Thai commercial music industry two full years of popular Thai music into a new dimension bring like never before
In 2020, before the outbreak of the COVID-19 crisis, the music industry in Thailand was worth 1,400 million baht and growing at an average of 6.5% per year, divided into 3 groups: large, medium and small music labels, followed by independents artists.
The debut of T-Pop appears to be turning the crisis into an opportunity to bring a new way of listening to music by listeners across the country as an index and gauge of the popularity of music and the bands that make music. Online Streaming and Video Viewer Stream
The T-Pop application has created a hub for popular Thai pop music across all genres, including the T-Pop Stage, which opens a live stage for singers and bands who are trending to listen to online digital music and express what is loyal to the support of the music industry Viewers must enjoy the live performances of singers and bands. Can be heard alongside work from the studio or on the album. to prove that playing music and singing is real.
T-Pop Stage does this job very well. Replace the loss or popularity of free concerts in the world of free TV every Saturday and Sunday in the world of music 2.0 and seem to have become a trend-setter that every singer and band releasing new music is aiming for want to play live stage
in the part that is powerful and helps push Thai pop music both in terms of popularity Combined with qualitative and valuable reviews showing the development of Thai singers and music groups, that is TOTY Music Award or T-POP OF THE YEAR through the TOTY Music Awards, which were presented for the 2nd time in a row.
They all represent a comprehensive work process in the Thai music industry that will show the true potential of T-Pop as Thai pop music evolves each year.
The TOTY Music Awards are divided into 2 parts: [POPULAR] MUSIC OF THE YEAR, which uses three award criteria: 50% T-Pop Promotion, 30% Video Streaming, and 20% Music Streaming with T-Pop Of the Year. [รางวัลจากคณะกรรมการ] It has not yet received any music awards in the country. The first part measures popularity on streaming platforms and social media. Both Viewers and Listeners Part 2 is an award given by experts and Thai music media professionals who evaluate the value and quality of music every year.
The award, issued in 2021, is also a proof that it has received a good response in the acceptance of both popular audiences. And people who listen to quality music and want to see the development of Thai pop music in other ways as well Based on the committee’s review of the quality and value of the work. Even spoke on stage at TOTY Music Awards 2021 after accepting the award Besides popular awards for hit songs, TOTY also rewards people who do worthwhile work. Otherwise he would never have had the opportunity to be on this stage.
Therefore, the balance of the TOTY Music Awards is an all-around accolade, measured by the song’s popularity each year. Also judged by the quality and value of the songs and how the music has evolved or evolved over the years. Therefore, besides being able to perform live on the T-Pop stage every week to showcase talent, the yearly processing through the award is a great benefit for the Thai music industry. And it is expected that many will continue to be the number 1 grand prize in Thailand considering work processes that are both popular and judging quality and value that go hand in hand.
If you look at the TOTY Music Awards 2022 final list this year, both the POPULAR line and the committee, you can see the overall picture of Thai pop music very clearly and clearly. Former Thai pop music giant GMM Grammy dominates with its subsidiaries Genie Records and Gene Lab also the music market.
As for independent music labels, the hip-hop genre is inevitable, YUPP! which can penetrate the music market outside the country and create another part of the Thai hip hop trend
The direction of girl bands and boy bands, idols, there’s still a continuous flow and that’s clear It’s incessantly mainstream of today’s youth through hip hop and bubblegum pop dance.
Also singers and small independent music groups. has already transcended the mainstream music landscape in Thailand, made famous in Asia and internationally, Phum Viphurit, HYBS and Milli have become singers and troupes invited to perform at music festivals around the world, sharing their strength and potential from T-pop in the Showing the genre of global music that is slowly infiltrating is not very conspicuous
Diversity and creativity of singers and musical ensembles enhancing Thailand’s commercial art. Although half a thousand songs were released in a year In Quantity, there are interesting quality works at all levels that will help push Thai T-pop into the limelight. Not only listeners and viewers in Thailand However, the overall potential should benefit the international music market through music streaming and video streaming.
If you take the word soft power (soft power) to catch T-pop driving the economy with technology. Creativity and innovation to come from this shift likely led to several changes in the music industry. both manufacturing companies Workers and consumer behavior Including the transfer of the music industry to other professions in modern times
Because the creative content industry (creative content) is a soft power when it comes to using emotional value to create economic added value for all industries. Including the T-Pop application to stimulate awareness And is a new way to showcase the music of artists from small labels, big labels, including independent artists. for the Thai music industry to move into a new or digital age Both from the perspective of music as a creative economy, born from a thorough understanding of the technological developments that have transformed the music industry. Including competition on the world music market, which is no longer limited by the presentation channels. which focuses on fueling the economy with technology, creativity and innovation through the popular Thai music industry
T-Pop’s upgrading of the Thai music industry in the last 2 years after the crisis of COVID-19 has started to see a clear transition. Soft Power) Can it be exported and sold worldwide?
The second year of T-Pop has the potential to be marked by the T-Pop stage and TOTY Music Awards intense and willing to be the focal point or center of all interest in Thai popular commercial music to the to appear to listeners. Check out the music of Thai people and around the world in the near future.
