Live Music Performance Business in the Wind of Change: A Case of Popular Music in Thailand

Abstract

The objectives of this research were to study the factors affecting both the support and hindrance of the live performance business in popular music in Thailand during 2007 - 2017; to classify Thai consumer groups for popular music concerts, and to investigate the adjustment strategies of business operators in Thailand during that period. This research was conducted using mixed methods. The data was collected from three sources, which are in-depth interviews with five executives from Thailand's most reputable concert promoters, synthesis of news content during 2007 - 2017 and survey techniques using a questionnaire with the audience of 241 Thai concert participants. The results showed that the live popular music performance business in Thailand was complicated because of four important business factors, which are politics, economics, technology, and consumers. These factors motivated Thailand’s concert promoters to find ways to adapt themselves to a competitive business environment. There are three adaptation strategies for survival in the business. This study provides knowledge for sociologists about the crucial situations that other developing countries may be facing in organizing concerts. Furthermore, it aims to be helpful for entrepreneurs, especially concert producers and event organizers, to apply the various strategies stated in the study for future use.