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MAFT SAI Item related to MAFT SAI

MAFT SAI

April 12, 2019

Modernization began when G.I. base was constructed in Isan. It was around `the end of 60s` to the early 70s. With the natural flow, the western instrument and the local traditional instrument began to perform together. A new sound is born.

However, recently, should I call it a traditionalization from the 50s and 60s. We enter the era where the sounds begin to be modernized. Luk thung and Molam, and all the other southern music follows the same flow. War was used as the theme of the contents at the time. American bases were based in many provinces in Thailand. Because of that, Go Go Bar started opening up and many other bars opened up for the G.I. As a result of that, many western instruments such as drums, electronic devices, keyboards, amplifiers, guitars, and many other instruments were imported. And people started to perform mixing the western music and the local Thai sound. A new sound is born.

For example, Molam is remarkable. Modernization began when G.I. base was constructed in Isan. It was around `the end of 60s` to the early 70s. With the natural flow, the western instrument and the local traditional instrument began to perform together. Nobody knew how to play the western instruments at the beginning. How do I play the base? How do I play the guitar? They start to perform going by their feeling. After experiments like this, a very unique sound in Molam music was born. This background gave the coincidentally born modern Molam music a character.

The alcohol we have been using since the start of Paradise Bangkok in 2009 is Ya Dong. The concept of Ya Dong is very interesting. I feel that the process is very similar to music. I just changed the angle of the point of view by a little bit.

The alcohol we have been using since the start of Paradise Bangkok in 2009 is Ya Dong. The music content in this event is mainly the Molam and Luk thung record disk from `60s to` 80s. The purpose is not only to share this wonderful music with friends, but because I wanted to appeal to those who do not listen to this kind of music regularly, to have interest in it. In Thailand, the difference in social class is obvious. There is this discriminatory reality that depending on the social class, the music genre they listen to is different. It might be a little influence, but I want to break that image and wanted to create an environment where people can proudly listen to cool music simply just as cool music. The alcohol “Ya Dong” shared the same story. It was feared to drink Ya Dong in general. The alcohol percentage is high, and it had the strong impression that only people in the physical labor class drinks it. At that point, I found the similarities in the concept of music I want to promote and Ya Dong. This music and alcohol have strong cultural element and it’s a really good thing. But sadly, time had gone by and in the modern society, it has the strong impression that it’s a low quality.

Molam music comes to a turning point around end of 90s to 2000s. Products began to focus on the content of lyrics and the market and not the the nature of music. Ya Dong was a health promotion drink which only a specialist who was well knowledged about herb alcohol could make it. It’s alcohol based but it was a health promotion drink using herbs. Taking the opportunity that we realized these similarities in both concepts, we decided to make our own original Ya Dong with good quality alcohol and taste. We aimed for a high grade manufacturing method and a high quality taste, looked for the right amount of alcohol, we tried many things to be able to infuse well, as we gained knowledge by challenging.

The concept of Yan Dong is very deep. Originally, it was a herb based alcohol made for good health, but we came up with our originality which was different from the traditional classical taste. Conventionally, it is made with Lao Khao(Thai rice liquor) but we tried to change the base alcohol to something different, or we would use Gin, Tequila, Vodka or Bourbon, and infused it with the taste of herb and fruits. We brought change to the taste of alcohol. Based on that, we developed new products like On The Rock or cocktails one after another. I feel like this process is much like music. I just changed the angle of the point of view by a little bit.

The format of music changed along with time, but I don’t take the format seriously. It doesn’t matter what format it is, it’s music. The truly important thing in music is the lyric, the production and the quality of the sound. Even time changes, there is a perspective to think about the value toward the things that does not change.

Originally, music was live music. As time passed, it began to be recorded on a vinyl, and developed to the world of business. It became a product and the jacket becomes colorful. But in the 70s and 80s the cost becomes insufficient and the budget for artwork and jacket of the product start to be compressed. Gradually, jackets printed with only one color shows up and jackets ended up with only words and no picture of the artist. After that, comes the era of cassette. They used the pictures (design) which was used during the era of vinyls. Finally, the era came where more people could listen to the music they like. After that, it was the era of CD and shifted to digitalization. There is a way of thinking which matches, depending on the era. Even time changes, there is a perspective to think about the value toward the things that does not change. Disk and cassettes exist now because their value has been discovered.

 

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