Isan Sound Conquers the World

The Global Stage for Molam Music

Last month, an event took place at the Queen Sirikit National Convention Center in Bangkok as part of the National Science and Technology Fair 2025. This government-sponsored initiative aimed to promote molam music from Isan on an international level. The main hall was filled with science and technology projects, showcasing innovations and products, particularly those from the Isan region. The Ministry of Higher Education, Science, Research and Innovation is actively working on various projects to enhance Thailand's soft power and competitiveness through initiatives like the Program Management Unit for Competitiveness.

Mahasarakham University organized a mini-festival called "Maha Morlum Festival," which featured traditional performances of molam, dancing, and the university's own Isan Orchestra. World Beat participated in a panel discussion titled "Morlum: E-SAN Soft Power To Global." The primary goal of this project is to use molam music to develop Thailand's national soft power and stimulate economic growth. The panellists discussed how events like the "Maha Morlum Festival" could help molam artists connect with international audiences through festivals, digital platforms, and other avenues.

One idea that emerged during the discussion was the potential of hosting a molam festival in Maha Sarakham. Although it is not one of the largest cities in the region, Maha Sarakham has always stood out for its contributions to molam. This festival could attract both Thai and international visitors, offering a unique cultural experience.

This concept is promising, but there are additional considerations. Including narrative folk arts from the region, both traditional and modern, could provide a more comprehensive showcase of Isan culture. Introducing roots music such as shin-minyo from Japan, punk minyo from South Korea (like ADG7), and fusion gamelan from West Java or Sunda (such as Sambasunda) would enrich the festival's offerings.

Creating a roots music festival in Thailand has long been a dream for many, including the late art critic Thanom Chapakdee. He often expressed his desire to see such an event come to life. Perhaps his vision will soon become reality in Maha Sarakham.

Before this can happen, there are several challenges that molam musicians, promoters, and academics must address. Performance styles need to be adapted to better engage foreign audiences. Isan musicians should also consider reaching out to international listeners and even teaching them how to dance "Isan style." Professional press kits in English are essential for effective promotion.

Currently, only a few entities have successfully navigated the challenge of going inter — a term used locally to describe moving beyond the local scene. Zudrangma Records and the Paradise Bangkok Molam International Band have made significant strides in this area, thanks to the efforts of DJ Maft Sai, who has helped the band gain exposure on the European summer festival circuit.

Another important point is the need for molam musicians to be more open when collaborating with overseas artists. They should embrace new sounds and avoid sticking to conventional approaches. For instance, the overuse of Santana-style guitar riffs should be avoided in favor of more innovative musical directions.

Additionally, there is a concern about the top-down approach often taken in soft power projects. Instead of relying solely on committees, there should be support for small bands to develop their own projects. Most cultural and musical innovations come from young people experimenting with new sound combinations, not from government officials.

A great example of this is cumbia music, a catchy Latin rhythm that originated in Colombia. It has been blended with various genres, such as the work of Minyo Crusaders from Japan, who mix Japanese folk music with cumbia. Gothicumbia, a recent evolution of the genre, combines goth music with cumbia, created by a collective called Los Goths Co. This blend highlights the creativity of younger generations who take music and transform it in unexpected ways.

As we look to the future, it's time to break free from traditional boundaries and embrace new possibilities. Whether it's adopting a goth aesthetic or exploring new musical fusions, the key is to remain open to change and innovation.