Music Exchange 2025
Music Exchange is a flagship project launched in 2024 to support Thai artists and music festival businesses in reaching international markets. The inaugural year successfully provided partial funding to 48 Thai artists and bands, enabling their performances at 44 music festivals across 12 international markets, including Japan, South Korea, Taiwan, China, Russia, Hong Kong, Vietnam, Singapore, the Philippines, Indonesia, Australia, and the United Kingdom. It also welcomed approximately 78 international music industry professionals to attend five major music festivals in Thailand, fostering cross-border networking and collaboration opportunities.
Building on this success, the National Soft Power Development Subcommittee for Music (THACCA), in collaboration with the Creative Economy Agency (Public Organization), or CEA — Thailand’s leading agency driving the creative economy — continues the initiative with Music Exchange 2025 .
This year’s edition focuses on supporting mid-sized and emerging Thai artists and record labels who face financial barriers in expanding internationally. The project aims to showcase the richness and diversity of Thai music to global audiences while propelling the “Thai Music Wave” — the rising international popularity of Thai music. In doing so, it also creates ripple effects across related sectors such as tourism, culture, fashion, cuisine, arts, and merchandise, contributing to the sustainable growth of Thailand’s music industry and strengthening Thai soft power in alignment with the national strategy.
Music Exchange 2025 Unfolds in Dual Formats: PUSH and PULL Strategies
(1) PUSH: Supporting Thai Artists at International Music Festivals
This activity provides partial funding to support at least 30 Thai artists and bands to perform at international music festivals across Southeast Asia, East Asia, South Asia, Oceania, Europe, the Middle East, North America, and Canada. The application period is open from 22 April to 22 May 2025.
Interested artists can apply for funding support via CEA’s website at
www.cea.or.th/th/single-project/open-call-music-exchange-2025
(2) PULL: Business Matching and Networking in Thailand
This activity invites approximately 15 influential international music professionals — including festival organizers, artist curators, and agency representatives — from key markets such as China, Japan, South Korea, Taiwan, Vietnam, Singapore, India, and more to participate in a Business Visit to Thailand. Participants will attend prominent Thai music festivals, including CAT TSHIRT at the Queen Sirikit National Convention Center, and engage in business matching and networking sessions from 20 - 23 June 2025. This effort aims to build strategic relationships, explore business opportunities, and amplify the global presence of Thai artists and music businesses.