Asia in the groove

Published on November 20, 2007

Gambler

Mention South Korean superstars to Thai music fans and the names most likely to spring to mind are R&B sensation Rain and leading boy band Dong Bang Shin Ki, aka TVXQ.

While these two acts have a major following both at home and overseas, the hottest male singer among young South Koreans right now is Son Ho Young. Judging by the screams that greeted his brief performance last week at Blog 9 in Ekamai Soi 9, the former member of G-O-D - short for Groove Over Dose - is going to be just as big in Thailand.

Son, along with top girl group Baby Vox Re.V and the dynamic B-Boy outfit Gambler were in town to appear at Asia-In-One, a musical showcase organised by the new entertainment partnership between South Korea's DR International and the Kingdom's D Nine Asia.

Gambler opened the event with their amazing breakdancing, demonstrating why they took first prize in the "Houston B-Boy Hodown" earlier this year. Baby Vox Re.V followed, delighting the crowd with "Shee" and the Thai version of "Never Say Goodbye". Son closed out the show with six songs, including "Yes" and "Love Brings Separation" from his solo albums, and a medley from G-O-D's biggest hits.

The K-pop heartthrob, who is best known for his killer smile, will be the first to launch his new album here - it should hit the shelves next month - and he's expected to appear in concert next year. Fans who didn't make it to Blog 9 can see his performance on video at D9asia.com.

The agreement between the Thai and South Korean companies aims to bring the two Asian countries closer together through the power of music and create a single market for the entertainment industry - the so-called "Asia-In-One".

"We're pooling our know-how and creating a new business model," says Bhasakorn Bhaktikul, the CEO of D Nine, which has four partners: Indy (Thailand), the Studio Production, Superhero and GTT Co. The plan is to produce new content for all of Asia.

"In addition to releasing Son Ho Young's new album, we'll be coming up with an album by Thai and Korean artists that will be launched in several Asian countries as part of a promo tour. The next step will be to work on TV dramas and movies," he adds.

"Each of the countries in Asia builds up their artists and sells their products but it's all on a small scale," says Yoon Deung Ryong, president of DR International, the Korean artist management and music production company behind the success of Rain. "We should be earning a higher income. By operating as a single market, we give Asian artists the resources to develop, both in terms of quality and strength. That helps them to compete on an international stage in America and Europe."

Yoon set up his company 18 years ago to handle South Korea's fledgling rock scene.

"Being in the music business wasn't easy back then. But I stuck to my guns and backed rock artists for seven years while all the other companies focused on ballads, pop and hip-hop. It paid off though, as I had three successful bands - Light & Salt, November, and Stranger - and today they are legends of Korean rock.

"I was lucky too. In addition to my love for the music, I also had a professional production team," says the former South Korean youth team soccer player, adding that he went into the rock business after injury cut short his football career.

Eleven years ago the company opted for a more mainstream sound and in 1997 it signed girl group Baby Vox, who debuted with a mix of rock and dance. Their first album was a commercial flop, and the girls switched to pure dance, going on to record 10 successful albums before the original line-up split in 2005. Rising from the ashes last December, Baby Vox Re.V already have an impressive following.

In 2004, Rain signed a contract with DR Internation-al. His debut album was influenced by Black music - rhythm & blues and hip-hop - sounds that weren't trendy in South Korea at the time.

"His music was ahead of the Korean public's listening trends but after seeing him perform, I knew he'd do well in Asia," says Yoon.

Rain followed Baby Vox and girl group Jewelry on to the international stage. Today he's in great demand overseas, especially in the USA.

"That's not down to his agents - it's Rain's own talent. He is a terrific young artist and I have the greatest esteem for his efforts," Yoon says.

The Korean government had long had a policy of supporting the country's entertainment industry and exporting its products overseas. Is DR International pursuing a similar policy?

"Not really. To me, taking music overseas is more like a form of diplomatic relations. I have to know about the culture of each of the countries I am visiting beforehand, as I think it's important to respect the tastes and needs of the local people.

"For Rain, gaining acceptance from audiences in America, England and Europe hasn't been all that difficult as those markets were already paying attention to Asian music.

Away from his dealings with Rain, the footballer-turned-businessman still has a soft spot for rock, even sending his rock band Next to play at last year's Pattaya Music Festival.

DR International currently has more than 30 artists on its books and as part of the Asia-In-One concept, it will hold auditions for youngsters hoping to make it as singers. Successful candidates will receive training in their chosen field.

"The auditions will be open to kids from all over Asia. I'm going to have to learn to understand their national characteristics," he says with a smile.

Kitchana Lersakvanitchakul

 The Nation