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Published on March 19, 2008

The six genres are teen idol, pop idol, rock, country music, retro/vintage and niche. Pop idol, country and rock are the major revenue generators.

The old work model had five main music camps with 17 sub-music camps. Each music camp had been selecting its own singers and producing albums and building awareness without much discussion with the others.

Under the new organisation, all the music camps still exist but their operations have been moved under certain music groups to increase efficiency.

One music group will have more than one music camp and all the music camps in one group will have to meet every time they plan to create albums instead of working separately on their own like before, CEO Boosaba Daorueng said yesterday.

The new model will give a clear working direction for each music style in order to increase accuracy in serving customer tastes in terms of music style, marketing strategy and communications and distribution channels. For example, whether to focus on the digital channel via music downloads on the Internet or on placing CDs on shelves.

The model also helps reduce work duplication and redundant budgets.

Advertisers interested in using GMM's singers as presenters now can understand which music camps they should work with and which singers would best fit their products and services, said Krij Thomas, chief operating officer for the music business.

GMM also has distributors for its music in many countries in Southeast Asia and in Japan.

Nitida Asawanipont

The Nation