BNK48 adopts J-pop model

Bangkok Post - - BUSINESS - NANAT SUCHIVA

Girl group BNK48 hopes to be­come the lat­est twist on the Thai artist man­age­ment model by mim­ick­ing Ja­pan’s pop­u­lar idol cul­ture and en­abling the pro­duc­tion of mas­sive rev­enue.

Ji­rat Ba­worn­watana, chief ex­ec­u­tive and ex­ec­u­tive pro­ducer of the BNK48 of­fice, said the lat­est girl group model is ex­pected to set a new stan­dard for Thai­land’s mu­sic cul­ture while cre­at­ing a bet­ter im­age for the idols.

“BNK48 will help build a well-de­fined im­age of idols and make Thai­land’s en­ter­tain­ment in­dus­try more re­li­able,” he said.

Mr Ji­rat said the com­pany’s rev­enue doesn’t come from artist man­age­ment alone, but also from prod­uct mer­chan­dise such as CDs, T-shirts, sou­venirs, gam­ing gear, sta­tionery and mo­bile ac­ces­sories, as well as ticket sales.

He said so­cial me­dia will be the key chan­nel for artist ex­po­sure and au­di­ence en­gage­ment.

“Grow­ing a fan base from niche au­di­ences to mass mar­kets is our pri­or­ity,” Mr Ji­rat said.

The BNK48 of­fice aims to at­tract at least 10 spon­sor­ship com­pa­nies this year. BNK48 is the third in­ter­na­tional sis­ter group of Ja­pan’s AKB48, af­ter In­done­sia’s JKT48 and China’s SNH48.

“We would like Thai­land to have some­thing new to lever­age in the coun­try’s mu­sic in­dus­try and be com­pet­i­tive among neigh­bour­ing coun­tries,” he said.

BNK48 de­buted in Thai­land last year and has achieved suc­cess with over 100,000 fans within a year.

BNK48 mem­bers with chief ex­ec­u­tive Ji­rat Ba­worn­watana, far left.

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