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[Thailand] New generation of rappers in advertisements / Rap music is booming among young people

  • Release date: Sep 23, 2019
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As Thai rappers are gaining in popularity among young people in their teens and twenties, many industries are using rappers in their advertisements for SEIKO's street-style watches, such as the popular young rapper YOUNGOHM (pronounced "YOUNG-OHM"), who has been featured in SEIKO's street-style wristwatch "Seiko Prospex Street Series. (Yang Ohm)" collaborated with "Doo White" which was released in December 2018. The music video for the song is sponsored by SEIKO and features Yang Ohm wearing a watch in the music video. The watches are sold at select shops such as Upper Ground, which is popular with young people. In parallel with the rap boom, street fashion is popular in Thailand, and the new generation of rappers is a fashion role model. Young people are obsessed with fashion brands such as Supreme, Off White, and BAPE, as well as the hottest limited-edition sneakers, and the rappers' clothes and sneakers that appear on TV shows are always in the spotlight.
In addition, UOB, one of the largest banks in Singapore, has released a music video of the same name for its digital banking system, TMRW, which targets young people and features several popular rappers in its advertisements. Also, Thai rapper F. HERO, a big name rapper, has been featured in an ad by Pepsi Thailand inviting musicians from various departments.

The reason for the popularity of rap music with easy to understand content is the rekindling of the rap boom triggered by the TV show.

"Show Me The Money Thailand," a Thai version of the rap battle show from South Korea. Many rappers began their rapper career in earnest after participating in the show, and many of them have released hit songs.
Thai rap continues to rank alongside K-pop and Thai pop in the weekly popular song rankings by the popular music streaming JOOX in Thailand. In addition to Yang Ohm, a new generation of high-profile rappers have racked up millions to hundreds of millions of views in the months to a year after releasing new songs on YouTube. The reason for their popularity is that although they are raps, many of their songs are love songs and are easy to understand for young people. In addition to collaborations between rappers, songs with rappers and pop singers are also popular. Also, the rap song "Rap Against Dictatorship (RAD)," released in October 2018 and critical of the military government, has attracted attention from outside the country. This article is co-authored by TNC Lifestyle Researcher (http://lifestyle.tenace.co.jp/) and Intage's Global Researcher. Translated with AI Translator

  • TNCアジアトレンドラボ

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    TNC ASIA Trend Lab

    TNC ASIA Trend Lab is an information organization run by TNC Inc. that researches and shares trends in Asia. It supports corporate marketing activities by finding insights from trends rooted in the lifestyles and habits of local consumers.
    http://tnc-trend.jp/

  • Intage Inc

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    Intage Inc.

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