Universal Music Thailand has announced an expanded partnership with Hype Train Group, a popular music label. This step serves as a springboard for Thai artists to export their creations to music lovers all over the world.
Hype Train launched in late 2020, with Universal Music Thailand as its exclusive distributor. Since then, it has released new artists who have achieved great success with UMG providing global reach.
Under the new arrangement, hip-hop producer and CEO of Hype Train, Nino (real name Krerg Chankwang) will head the label and be fully responsible for all signatures and creative output. UMG will provide naming support, including servicing digital partners, new business, global marketing and development for Hype Train projects.
Hype Train Group now has two sub-brands: Hype Train, which includes seven artists, Sprite, Guygeegee, Don Kids, Iceace, Seedaa The Villain, OG Bobby and Eskiimo, mostly from hip-hop competition program Show Me The Money 2″”; and the new Wav. The latter has only two artists, Minymynx and Tamp.
Hype Train Group is run by Nino, rapper and CFO Mona V, and rapper and general manager Ben Bizzy.
“The partnership with UMG over the past two years has been a huge success, and now that the label is home to 13 artists, it’s time for more growth,” said Nino. “Hype Train Group’s expansion is not only good for business, but will also provide opportunities for a new generation of Thai artists. This is a significant milestone to elevate the collaboration with Universal Music beyond just being a distribution partner, into a broader partnership deal that will benefit the entire Thai music community and beyond. after him”.
Hype Train launched their debut star Seedaa The Villain with the hit song “Seedaa”, which has racked up nearly 30 million views on YouTube, and over 100,000 creations on TikTok. This success turned Seedaa The Villain into one of the ten most followed accounts on TikTok in Thailand in 2020.
The company followed up with rapper Sprite who signed on to the label after appearing on “Show Me the Money Season 2.” His first single called Baby, which was released in November 2020, has now racked up 67 million views on YouTube. The sprite next appeared in “Trust Again”, a soundtrack from the original soundtrack for Disney’s Southeast Asian-flavored animation “Raya and the Last Dragon.”
Sprite was even more successful with its groundbreaking hit, “Ton”, which now has 340 million views on YouTube and was named YouTube’s Most Viewed Music Video of 2021. “Ton” also charted on the Billboard Global chart at number 89 and appeared on the Spotify viral chart. Daily in many countries across Southeast Asia, including Malaysia, Indonesia and Vietnam.
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