Proceedings of The International Conference on Social Sciences in the 21st Century
Where Have All the Flowers Gone ….Personal Brand Communication of Thai Famous Independent singer
The study research “Where Have All the Flowers Gone …. Personal Brand Communication of Thai Famous Independent singer.” To study the problem of marketing communication problems caused by changing environment in the modern music industry in Thailand, using qualitative research. The researcher has interviewed three prominent Thai independent singers, Mr. Saharat Sangkapricha Mr. Wongsakorn Ratsamitat. The study found that in the past decade from 1983 until 1997, main product of the music industry was the recording of the artist’s album. Using the marketing communication tools of the artist through the tools of the mainstream media, including music videos, concerts, and music programs. Consumers will only be able to access the brand from a communications planner and the owner of the media. In the present era, from 1998 to date, the development of technology affected consumer behavior. The consumers can listen to free music and reach out to the artists on the online media channel. Products in the music industry shifted from selling music albums to music files and selling music streaming on online channels. Thus, marketing communications transform into online media use. The famous independent singers set up a marketing plan for themselves. And the system of music companies business has decreased.
Keywords: music, kong saharat, song, facebook, ton wongsakorn.