Communication Strategies of Isan Country Music Digital Album: Monkaen Kaenkoon

Abstract

In light of the popularity of Isan country music videos on YouTube with several hundred million views, the authors can’t help wondering what communications strategy lies under such a phenomenon, especially when it comes to Monkaen Kaenkoon, an artist who witnessed 976 million views, the highest ever number in Thailand, in 2020. That is the main reason for writing this paper. It is the authors’s intention to invite the readers to join the exploration about the strategy for communication of the music digital album entitled “Pai Ruay Ao Dap Na” (Go Get Rich at Next Stop) by Monkaen Kaenkoon aired on YouTube in 2020. This is done through reviewing the secondary data from information concerned, involving a textual analysis of five music videos, including in-depth interview to obtain the background information behind the creation of the digital album.

          The finding shows that the digital album of “Pai Ruay Ao Dap Na” is based on the concept and creative process of lyric contents and modern production.  The format and music contents keep moving, through a narration about the Isan lifestyle through five main characters reflecting the social context of today. The author pinpoints seven communication strategies as follows: 1) using direct experience for punch-line communication effects, 2) narrating in the current trend and social contexts, 3) maintaining the Isan core, 4) integrating modern outlooks, 5) controlling the storyline communication with a short-film approach, 6) including guest artists to expand the audience base, and 7) using digital media support for greater popularity.