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Published on July 13, 2007

Though he released a debut album last month, Sant Bhirom Bhakdi, vocalist of the new Krungthep Marathon band, says he wants to learn how to sing. Actually, he's planning to take voice lessons not because he's a bad singer, but because he doesn't want to sound like everyone else.

"I want to be recognised just like people recognise Tik Shiro [Sirisak Nantasen] or Burin [Wongsa-nguan from Groove Rider]," he smiles.

As a fourth-generation member of the Bhirombhakdi clan, Sant - who did his bachelors in marketing in the US, earned his MBA from Chulalongkorn University's Sasin Institute and then went on to get Master of Brewery credentials from the Domens Institute of Technology in Germany - knows that every successful product needs a unique edge.

Now he's applying that keen business sense and knowledge to his fledging music career.

The debut album is the fruit of a long-cherished dream. Sant is passionate about music and has spent a lot of time teaching himself how to sing in his "private studios" - the bathroom and the car.

"Rehearsing like this gives the voice character and makes it different from others on the market."

And though he's pleased with his progress, he says lessons are necessary to help him take care of his voice.

"I need to learn to sing like a pro," he explains.

Sant, who's often seen casually dressed in a T-shirt and jeans, is a very down-to-earth guy. On a recent trip to Russia for his job at Boonrawd Trading, he came across as easygoing and friendly. But unlike veteran entertainers who're always happy to exercise their charm, Sant was reluctant to sing even a few bars for his colleagues on the bus.

However, he believes practice makes perfect.

"It's something I'll have to learn. It's definitely an area that needs improvement," he acknowledges.

Right now, his band is busy           promoting the album at pubs, restaurants and educational institutions both in Bangkok and upcountry.

While younger brother Piti has shown interest in show business, Sant has already turned down several offers to appear in TV soaps. "There are plenty of things I enjoy doing, but I can't consider myself a natural actor. I don't think I could do it well so I'd rather not try."

For now though, he's happy performing every evening to make sure he stays in contact with his fan club.

Plus, he's aware that he needs to keep ahead of trends if Krungthep Marathon is to be a success. It's a lesson he learned the hard way as full-time marketing manager for non-alcoholic products at Boonrawd Trading.

After his green tea product, Mochi, failed to catch on, Sant knew he had to create something that would appeal to a new market. So, he came up with "B-ing", the so-called lifestyle functional drink.

"Our drink is so new that the Food and Drug Department didn't know how to categorise it."

B-ing has received a warm welcome from young consumers thanks to Sant's concept of matching the flavours to his target groups' lifestyles.

Learning from the past, he's placed his products in exactly the right place. The "boost" flavour, for example, is being sold to sporty types at gyms rather than in convenience stores.

Just as with his album, Sant knows that merely being different is not enough. "It's how you approach people is what really counts."

Sirinya Wattanasukchai

The Nation