Kamikaze (record label)

Kamikaze (Thai: กามิกาเซ่), stylized as kəmikəze, was a Thai record label owned by RS Public Company Limited. It was founded in 2007, and was originally managed by RS producer Sudhipong Vatanajang.[1] The label focused on young artists and catered to a target audience aged 10 to 17 years, as part of RS's restructuring plan to have multiple sublabels focusing on specific audience segments.[2] Some if its best known early artists include Four–Mod, Neko Jump, Faye Fang Kaew and K-Otic, Third.[3] RS also launched a website, zheza.com, to serve as a community site for its target group.[4]

Kamikaze
Founded	2007 (2007)
Status	active
Genre	Thai pop Teen pop
Country of origin	Thailand
Location	Bangkok
Official website	www.ilovekamikaze.com

Kamikaze produced several hits in its early years, and by its fifth year, had 32 artists under its umbrella.[5][6] However, Sudhipong departed the company in 2010,[7] and the label gradually lost most of its original artists as they outgrew their intended demographic. The label's management also changed direction, attempting to target more provincial audiences in addition to its originally urban audience[8]—in 2013, Kamikaze group 3.2.1's single "Splash Out" featured singer Bitoey from Kamikaze's sister label R Siam, The mv is a mix between luk thung (folk style) and luk kwad (teen style) with pop music, its music video became a viral sensation in thailand.[9][10] However, while the label continued to add new singers to its lineup or kamikaze next, although their label became a viral in outside thailand from 3rd Generation especially in 2016, Third's single "Love Warning" but they failed in thailand to generate the same level of reception, and the label eventually became inactive, amidst the decline experienced by the wider music industry. [11]

Kamikaze was inspired by Kpop, Jpop, Western pop and American pop. Back in 2006, when the era of rock music was growing. Hip hop music is climbing the charts continuously. One day, Nanny Girly Berry came to meet Afu “band producer” With bringing Korean music CDs The front cover wrote the name of the artist TVXQ. She gave it to him to remember that Nanny was especially excited and exhilarated by this group of artists. At first glance Afu “band producer” felt that this band was very similar to the early RS boy bands. Even listening to it was interesting. it's very good a pop songs Like going back to the era * NSYNC or Backstreet Boys, he think that this type of music may be one of teenagers are interested in, Including at that time he was interested in Morning Musume, a Japanese idol group. So he want to combine all of them to create a new RS project, Therefore consulted with the supervisor Sudhipong Vatanajang, Melodiga management director and Deputy Managing Director of RS's music business, wants to make a pop group with many members. And mainly focus on the Pre-Teen market,

Accidentally in the same rhythm as Athit Lertrakamongkol Another producer Beginning to become saturated with music Would like to turn to do something new Therefore offering an online platform Hope is the center of teenagers. Which is starting to live in the internet world more Sudhipong thinks that if choosing to penetrate the teen market then it should make it big. Therefore binding both projects and presenting to the executives at once.

In fact, RS is a music entertainment that has been working on teen music since the beginning. From the gathering of stars to the '90s idols, there are idols such as Touch, Raptor, Lift-Oil and The X-Venture, as the head of the 90's teen idols procession of thailand and continued to be sent to D2B, Girly Berry. Only the past, the marketing direction is focused on the broad market. Or if drilling into groups, it will be divided according to music such as pop, rock, jazz rather than divided according to consumer behavior.

But with a very different business model, his project cannot be approved, Until one month passed Sudhipong went to talk to Kriengkai Chetchotisak "the owner of RS" that "It's like Lift-Oil Boyscout 2007." Those sentences made him smile and he approved the project.[12]