Universal Joins the Hype Train, as Thai Label Goes Global

UMG co-signs Thai Label Hype Train to help launch its artists internationally

The Thai music label Hype Train Group has agreed to terms with UMG to assist with global marketing, digital partners, and development for its artists and projects. Under this new arrangement, hip-hop producer and Hype Train CEO, Nino (real name Krerg Chankwang) is to remain in charge of label signings and creative output, joined by rapper and CFO Mona V and rapper and GM Ben Bizzy. The label already has a global distribution deal under Universal Music Thailand. The new collaboration with UMG hopes to continue the significant success of its new artists through Universal’s global reach.

Hype Train
Seedaa Thevillain

Hype Train’s artists that have benefited from the aforementioned global reach include Seedaa The Villain and Sprite. These artists have seen huge increases in viewers outside of Thailand on YouTube and other streaming sites, such as TikTok. On YouTube, Seedaa has almost 30 million views, and TikTok has over 100 thousand ‘creations’.

After appearing on Show Me the Money Season 2, Sprite’s first single ‘Baby’ which launched in November 2020, now has 67 million views on YouTube. Additionally, Sprite’s track ‘Trust Again’ was featured on the original soundtrack of Disney’s Southeast Asian-flavored animation Raya and the Last Dragon.

Hype Train

Sprite’s biggest hit to date ‘Ton’ which now has 340 million YouTube views and was named YouTube Thailand’s most viewed music video of 2021. ‘Ton’ also charted on the Billboard Global chart at No.89 and appeared on the Spotify daily viral chart in many countries across Southeast Asia, including Malaysia, Indonesia, and Vietnam.

The Hype Train Group consists of two sub-labels, Hype Train and New Wav Ent. Hype Train’s roster includes seven artists, (many of which were competitors on the Hip Hop show Show Me The Money 2), Sprite, Guygeegee, Don Kids, Iceace, Seedaa The Villain, OG Bobby and Eskiimo. New Wav Ent’s roster includes two artists, Minymynx and Tamp.

Hype Train
“Partnering with UMG over the past two years has been a great success, and now that the label is home to 13 artists, it’s time for further growth,” said Nino. “Hype Train Group’s expansion is not just good for business, but will also provide opportunities for a new generation of Thai artists. This is an important milestone to elevate the collaboration with Universal Music beyond being just a distribution partner, into a broader partnership deal that will benefit the entire Thai music community and beyond.”
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