BANGKOK: Thai female band Lyra, backed by the world’s biggest music label Universal Music Group (UMG), is hoping to harness its devoted fan base and match the success of South Korean artists who have who turned ‘K-Pop’ into an international phenomenon.
“We have high expectations. We want to introduce … T-Pop music to the world,” said 20-year-old Lyra member Jennis Oprasert.
Last year UMG partnered with Thai firm Independent Artist Management (iAM) to launch the six-member group, after auditioning some 80 girls and young women from the popular idol group BNK48.
“It’s a bet,” said Paul Sirisant, who heads UMG in Thailand. But he believes originality will drive the band’s success.
The group trained for months remotely via Zoom and later lived together in a house after plans to go to Los Angeles were…
