More than 70 Thai and foreign bands along with 20 hip-hop artists are all set to rock Bangkok this month as two music festivals - Melody of Life and Sprite MTV Street - get underway at the newly renovated Central World on Rajprasong Road.

The fun starts with Melody of Life, which runs from 11am to 11.30pm from October 20 to 22.

"I got the idea from my visits to Fuji Rock in Japan and Glastonbury in England a few years ago," says Pichai Chirathivat, chief executive officer of Central Marketing Group and managing director of Spicy Disc music company. "Thais today are much more open to different sounds. In the past, the best-selling music was pop but tastes have changed."

The original idea was to hold the festival upcountry and tie it in with a tourist promotion plan but, says Pichai, "there were just too many problems".

"I wanted to call the festival 'Music World' to tie in with 'Central World' at first, but I was worried people would think it featured world music.

"We chose Melody of Life to match [sponsor] True Corporation's music section where people can view live shows on the website [www.truelive.com]," he says.

"My aim in organising the festival is to help Thai people, especially kids, gain a better knowledge of instruments and the various genres, so as to broaden their minds, which tend to be framed by today's radio stations."

The organisers are planning to spend between Bt8 million and Bt10 million on the festival and are dividing the shopping complex into four zones. The first will feature a main stage for the outdoor concerts with a square in the front and will be the venue for Sweater from South Korea, White Shoes and the Couple from Indonesia, Orwell from France, along with local acts Notapol "Kor" Srichomkwan, Superbaker, Boy Trai Bhumirat, Groove Riders and Moderndog.

The second is a forum stage for indoor concerts where bands like Sqweez Animal, Monotone, Doo Ba Doo, and Yarinda Bunnag will play easy-listening sounds.

"In the morning, we'll have bands from universities. In the afternoon, people can chill out to pop and reggae. The rock bands will play outdoors because of the noise. The live music will continue until 10pm indoors and until the end outside."

Music workshops will be held in the "Dazzle" zone, while the "Eden" zone will serve as a gallery for exhibitions as well as for shopping.

"We'll have Groove Riders' first recorded song and the guitar Pop used when writing the hit 'Rak Khong Ther Mee Jing Rue Plao' on show," says the CEO.

The music festival is expected to be an annual affair featuring many more foreign artists.

"We don't have many this year because the preparation time was too short and some pulled out because of the coup," he explains.

On October 28, Central World's square explodes with street culture as the Sprite MTV Street Festival roars from 3 to 11.30pm.

This live adaptation of Sprite MTV Street Vibe is the Thai version of "Barrio 19", a show that gives information about all things relating to street culture such as beat boxing, rapping, graffiti, skateboarding, magician, MCs and break dancers.

The festival is being designed in three streets laid out in a circle around the square. In the outer street, Adidas, Nike, Fubu and other brand names will showcase the latest in hot street fashion.

Inside, street performers will battle it out in rap, MC and B-Boy contests. Anyone wishing to take part has until October 21 to apply by visiting www.mtvthailand.com or by calling (02) 681 4646, extension 604.

Organisers are also promoting the contest with a roadshow in Siam Square, Khao San Road, Chatuchak Weekend Market and Suan Lum Night Bazaar.

The innermost street features a free concert with more than 20 hip-hoppers including Sing Nuea Suea Tai, DJ Mama, Asian Embassy, B King, Da Jim, Du Ja Da and Thaitanium as well as new names.

"MTV is branded as a teenage lifestyle with a focus on edutainment," says Smitthi Bhiraleus, general manager of MTV and VH1 Thailand. "This street festival aims to build up their lifestyle with the positive aspects of street culture. Street culture is becoming more popular in Thailand and, as a result, the 'Street Vibe' is also doing well"

"Street lifestyle is a way for teenagers to express themselves creatively," adds Krobkaew Panyarachun, marketing manager of Coca-Cola (Thailand), one of the sponsors. "We see teens gathering to perform B-Boy and skateboard at several public parks and stadiums. We expect a turnout of about 3,000 at the festival."

 Kitchana Lersakvanitchakul

 The Nation