Move over K-Pop. Here comes T-Pop.
Thai female band Lyra, backed by the world’s biggest music label Universal Music Group, 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.
Last year UMG partnered with Thai firm Independent Artist Management to launch the six-member group, after auditioning some 80 girls and young women from the popular idol group BNK48.
The group trained for months remotely via Zoom and later lived together in a house after plans to go to Los Angeles were interrupted by the coronavirus pandemic.
Their eponymous debut single has over 6.5 million views on YouTube after about two months online.
The band is part of a wave of Thai musicians gaining attention from audiences and investors abroad. Early signs of success already have labels planning new groups.