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Thailand remains a key market in Southeast Asia for international artists, with Bangkok serving as the hub for the country’s live music ecosystem. Prominent promoters such as Tero Entertainment, Live Nation, Midas Promotions, Avalon Live, iME, VIJI Corp, Have You Heard?, and Fungjais are responsible for bringing global acts to the region.
Live Nation had significant success with Western acts in 2024, with concerts from Coldplay, Olivia Rodrigo, and Harry Styles, which all sold out rapidly. Pan-Asian company Midas Promotions has also successfully promoted concerts for major acts like LANY and Maroon 5.
Major media firm Tero Entertainment’s continued success in bringing top-tier international talent to Thailand highlights the country’s growing reputation as a key stop in Asia. It is promoting Green Day at Impact Arena in February 2025 and was behind the Bruno Mars show at Rajamangala National Stadium earlier this year.
Sarun Pinyarat, CEO of Fungjai, has been instrumental in fostering Thailand’s grassroots music scene and promoting local talent. His Maho Rasop Festival has grown to over 5,000 capacity with headliners like AIR, Interpol, Slowdive, and IDLES.
“The current problem is oversaturation.”
He says, “The current problem is oversaturation. Many new players have popped up post-Covid. Labels are promoting their own shows, and large international IP such as Rolling Loud, Summer Sonic, and EDC chose Bangkok/Thailand as their destination. Yet we are in a recession period, where concert- goers have the same or even less money to spend on live shows. Sponsorship is increasingly difficult to secure.”
Promoters say the rise of Asian pop and niche genres is driven by growing fanbases in Thailand. K-pop, in particular, continues to dominate the region, with acts such as BLACKPINK and Stray Kids consistently selling out arenas and stadiums. But T-pop is also becoming popular, says Pinyarat.
“We are also seeing a blend of mass-appeal artists mixing with indie artists on billings, which is a good way of promoting diversity,” he adds.
His advice for artists looking to break in Thailand is, “Hire a publicist, choose the right promoter, ask around the industry if they are legit. [Showcase festivals] AXEAN and Bangkok Music City are also good entry points for Thailand and South East Asia.”