LoveIs, Youngdee enter musical join venture

The joint project, expected to turn into a long-term partnership in the near future, will kick off with the Bt50-million Dee-Boyd Pop Fest in December.

Kriengkrai Kanjanapokin, co-CEO of Index Creative Village, a subsidiary of GMM Grammy, said Youngdee had impressed audiences with its "Arom Dee: Toong-Ya, Sailom and Nom Wua", featuring Nitipong "Dee" Hornak, in February.

Youngdee previously launched "Chaliang Sam Fai Proudly Presents Talk and Musical Show Koh-Ja-Thai, Krai-Ja-Thon", featuring Chaliang group members Nitipong, Watchara "Jeab" Parniam and Poosit "Taeng" Laithong. During that show, the three challenged one another on stage, exchanged jokes and performed new numbers.

"New joint projects will combine the strength of Youngdee and LoveIs, particularly in terms of creative-music content, business management, sales and marketing, public relations, event organising and being able to share artistic talent," Kriengkrai explained.

He said Youngdee was focusing on building business synergy with potential partners for short-term expansion and expects to make Bt120 million in revenue this year.

Kriengkrai said with the LoveIs partnership, Youngdee should be able to access young audiences and make use of the company's creativity and knowledge in music production. In return, LoveIs should benefit from Youngdee's management know-how and works procedures.

"We started off with [Nitipong] Dee because he's been my favourite songwriter since I was young. I've always wanted to work with him," Cheewin said, adding that show business and sponsorships were the biggest contributors of revenue for his firm.

"Our business is doing quite well, because our clients are more focused and selective in their campaigns," Cheewin explained.

Besides, he added, since each musical style had its own specific audience it could be used as an effective marketing tool to reach specific market segments.