The missed multi billion-baht opportunity of Thailand’s Molam industry

During the COVID-19 pandemic, streaming businesses and online platforms enjoyed explosive growth, especially for the entertainment industry. In Thailand, however, one particular traditional music business — molam — plunged into dire circumstances. Yet to be afforded legitimacy, molam artists receive little to no support from the government. Today, they hang onto a dimming hope that they will return to the stage as their art form gradually dies.

Yommanil Namwongsa, leader of the Sao Noi Phet Ban Paeng molam band based in Udon Thani, said the music tradition is an iconic part of religious events across Isaan. 

Molam bands lead itinerant lives, and are familiar with the roads traveled between contracted events. When the pandemic hit, restrictions rendered those trips impossible. They struggled to survive during the crisis, trying to help hundreds of molam musicians make ends…