Universal Music Thailand has announced the exclusive global signing and launch of an “all-star” Thai girl group called LYRA.
The new group has been signed and launched in partnership with Thailand-based music company IAM Records, marking the beginning of a new collaborative relationship between the two companies.
IAM, an artist management company and label is home to Thailand’s most popular girl idol group – BNK48, which has more than 78 featured members.
IAM’s official YouTube channel has more than 1.4 million subscribers and has achieved more than 1.2 billion video views, since launching in 2013.
LYRA, according to a press release, was formed from “six of the most talented members” of BNK48 following “a rigorous selection process” that lasted more than a year.
The group “worked with Thailand’s best producers, choreographers and stylists” at a music camp from May to June this year.
Those Thailand-based creatives include producers Montonn Jira and Richard Cracker, Thailand’s leading stylist & Vogue Fashion Editor Ms. Pook Jongkol, and renowed fashion designer, Millin.
The official line-up of members; Pun, Jennis, Noey, Fond, Niky, and New was unveiled today with the reveal of the band’s eponymous debut track LYRA, which is available to stream now across all platforms.
“We are delighted to partner with the team at IAM to officially launch LYRA, and to bring the unique sound of T-POP and Thailand to the world.”
Paul Sirisant, Universal Music Thailand
Paul Sirisant, Managing Director of Universal Music Thailand, said: “We are delighted to partner with the team at IAM to officially launch LYRA, and to bring the unique sound of T-POP and Thailand to the world.
“Over the past few months during lockdown, we have witnessed an incredible metamorphosis and we look forward to working closely with our UMG label partners around the world to introduce LYRA to audiences globally.
“I am also very proud to see our Artists transformed into LYRA, the hard work that they and our team has put in over the past year has paid off.”
Nattapol Bawornwatana, IAM Records
Nattapol Bawornwatana, COO, Independent Artist Management/IAM Records, added: “It has been a great journey working with Universal Music Group (Thailand) on this joint venture.
“Both companies are respectful for each other strengths and together we are stronger.
“I am also very proud to see our Artists transformed into LYRA, the hard work that they and our team has put in over the past year has paid off.”Music Business Worldwide