Surging popularity of ‘Mo Lam’ offers numerous economic opportunities
The fan power of “Mo Lam” – Isaan folk singers – represents an untapped treasure for businesses, as their fans are among the most affluent and willing to spend up to 50,000 baht daily on their favourite artists, according to a survey released on Wednesday.
Conducted by over 60 staff from "MI Learn Lab" under the Media Intelligence Group, the survey explored consumer behaviour related to Mo Lam fandom across five Northeast provinces: Udon Thani, Khon Kaen, Roi Et, Ubon Ratchathani, and Maha Sarakham, involving 614 participants aged 10 to 60.
Findings indicate that Mo Lam concerts generate approximately 10 billion baht annually in Thailand, with over 10 million fans in the Northeast. These high-spending fans, grouped into four distinct categories based on lifestyle and spending habits, present significant opportunities for targeted marketing.
Mo Lam events also positively impact local economies by boosting job creation, visitor numbers, and expenditure on goods and services, according to the survey.
Notably, approximately 78.8% of respondents reported watching Mo Lam performances, either live or online. The region hosts numerous Mo Lam festivals, offering up to 332 days of events and 2,596 performances each year, attracting 2,000 to 6,000 attendees per event, leading to an annual reach of over 8.53 million viewers.
Pawat Ruangdechwarchai, chairman and CEO of Media Intelligence Group, along with Warin Tinprapha and Mas Suriya, provided insights on the industry's expansion post-Covid-19.
They pointed out that despite challenges faced by local culture and entertainment sectors, Mo Lam's popularity has surged, resulting in increased production investment that fosters job creation and boosts visitor numbers.
Projections anticipate audience expenditure reaching 5.998 billion baht in 2024, a remarkable increase of 756% from the Covid-19 period and 127% above pre-pandemic levels.
Marketing initiatives are pivotal to this growth, contributing significantly to the estimated 10-billion-baht industry.
These insights offer businesses the chance to engage the Mo Lam market through artist collaborations, targeted campaigns, and tailored products, enabling effective strategies to connect with this vibrant community and leverage its economic potential, the survey said.
