Future Asian Music (FAM), 88rising’s music platform, made history with the first-ever public concert at Bangkok’s iconic Hua Lamphong Railway Station – a collaboration with SPLASH – Soft Power Forum 2025, initiative by THACCA (Thailand Creative Culture Agency) that unlocked non-traditional venues for cultural innovation. The sold-out finale of its Road to FAM Southeast Asian Tour on July 9 curated by 88rising and partnered with global lifestyle brand Levi’s® anchored the SPLASH – Soft Power Forum 2025 Official Music Program, Thailand’s flagship cultural forum dedicated to positioning the country as Asia’s next soft power hub through cross-industry collaboration, knowledge sharing, and creative alliances.
FAM, specializing in amplifying next generation entertainment communities, joined forces with SPLASH – Soft Power Forum 2025 to deliver the Road to FAM finale, reflecting their shared mission to connect talent with global opportunities. The event also celebrated the launch of FAM Studios at Cloud11.
The showcase, headlined by Thai superstar MILLI alongside regional powerhouses PROXIE, RAMENGVRL, ZAMAERA, FARIZ JABBA, GALCHANIE, Flower.far, and more, drew over 2,600 artists, industry leaders, and fans to spotlight Asia’s rising music talent.
ROAD TO FAM – THE FINALE: ASIA’S RISING MUSIC TALENT CONVENES IN BANGKOK
The Levi’s®-backed tour, which began in May 2025, amplified grassroots talent across Manila, Singapore, Kuala Lumpur, and Jakarta before the touring artists from across the region united in Bangkok, joined by Thai rapper and headliner, MILLI.
Clockwise from top left: MILLI (TH), Proxie (TH), FARIZ JABBA (SG), and ZAMAERA (MY) perform at Road to FAM – The Finale
The sold-out Road to FAM finale and the first-ever concert held at Bangkok’s iconic Hua Lamphong Train Station was headlined by Thai global sensation MILLI. The distinguished rapper, known for her viral 2022 Coachella performance where she shared a stage alongside 88rising artists including Jackson Wang, debuted an unreleased track from her latest album HEAVYWEIGHT, “Sick With It” (premiered live ahead of its official release), along with new singles “One Punch” and “Menace”.
The lineup spotlighted Asia’s rising stars:
- RAMENGVRL (ID): Delivered high-octane performances of “Cashmere” and “Vaselina” (AMI Award-winning tracks), channeling the energy of her headline show at Road to FAM Jakarta.
- ZAMAERA (MY): The trailblazer of Malaysia’s hip-hop scene ignited the crowd with “Helly Kelly”, “Big Fish”, and “Get Munni” as Zamaera-faced bills drifted into the audience.
- FARIZ JABBA (SG): Brought narrative-driven tracks “Day One”, “X Games”, and “Gun-T”, mirroring the intensity of his sold-out Road to FAM Singapore set.
Left to Right: Thai artists Flower.far, GALCHANIE, Sammy Niche, EYE, and ICE perform at Road to FAM – The Finale
Local stars shone alongside regional headliners:
- Flower.far: Showcased her velvety R&B vocals with “Like a fool”.
- GALCHANIE: Performed viral hit “Baby Tee”, highlighting her genre-blending songwriting.
- PROXIE: The six-member Thai-pop group electrified the stage with fan favorite “Traffic”.
- WAYDAY & IAM Showcase: Featured rising Thai acts such as Sammy Niche, AOM (Hangnokyung), EYE (EYERICE), ICE (MARKETFEEL), Mighty (WHITELIE), Pookan – Dansonthaya and Prell Rattanaporn.
Left to Right: Tayme Thapthimthong, Silvy Pavida, Estelle Fly, and Soundtiss attend Road to FAM – The Finale
The finale doubled as a magnet for Asia’s rising creative class, with Thai actors, influencers, and cross-border stars mingling. Attended by Thai icons Tayme Thapthimthong, Soundtiss, and Silvy Pavida; regional artists Rangga Jones, Yuji, and GANGGA; alongside Yung Raja, Estelle Fly, and Jean Seizure.
Brite Panther successfully produced a truly unique concert experience that highlighted the venue’s historic industrial backdrop, complemented by Levi’s®️ pop-up activations (including custom-tailored outfits for artists). Chang Beer and CP Group delivered food and beverage services, while tech partner Nothing exclusively debuted its Headphone (1) ahead of its highly anticipated official launch in Asia.
FAM Studios, at Cloud 11i, Bangkok
From July 8 to 9, FAM unveiled FAM Studios developed in partnership with Bangkok’s creative and cultural hub, Cloud11 . Spanning three floors, the space included a recording studio (2nd floor), a collaborative artist lounge (3rd floor), and a live performance arena with movable sets (4th floor). Transforming the building into a launchpad, the FAM Studios pop-up at Cloud11 provided artists—both those signed to FAM’s distribution platform and those within its network—with access to resources for learning, workshops, networking, and content creation. The initiative aimed to equip artists with the tools needed to thrive in the global music industry, aligning with Thailand’s Soft Power Policy to develop talent and foster a creative ecosystem.
Above: Artists at FAM Studios at Cloud 11, Bangkok
FAM distribution artist Mighfar Suganda joined Road to FAM performers, including Flower.far, GALCHANIE, PROXIE, FARIZ JABBA, ZAMAERA, and RAMENGVRL — alongside other collaborators like Rangga Jones, GANGGA, and Thai indie icon _less for live recordings, interviews, and photography sessions. The space aims to foster cross-community collaboration, empowering artists to refine their craft while bridging grassroots talent with industry access.
FAM Studios Masterclass with James Fauntleroy, alongside Cloud11 CEO, Paul ‘Paulie’ Sirisant
Key Session: ‘In Session with James Fauntleroy: The Sound Behind the Hits’
Marking the first event of 1500 Sound Academy Bangkok at Cloud11, this exclusive masterclass was hosted by James Fauntleroy – 4x Grammy-winning songwriter/producer for Beyoncé, Bruno Mars, Justin Timberlake; Co-founder of 1500 Sound Academy – Alongside Paul Sirisant (CEO of Cloud11), the session delved into Fauntleroy’s creative process for global chart-toppers, offering career advice for producers balancing cultural identity with international appeal. Regional artists and producers, including Road to FAM artists engaged with topics spanning songwriting, production techniques, legal frameworks for global expansion, and sustaining authenticity in cross-cultural markets.
FAM Studios aims to evolve into a central nexus where Asia’s rising stars develop their artistry, backed by mentorship and cutting-edge infrastructure. Since its 2024 launch, FAM’s artist-first model accepts open applications and actively scouts grassroots talent. With 300+ artists, FAM has amplified 50M+ streams and supported 150+ tracks monthly, proving that investing in early-career creators drives cultural and commercial success.
EDUCATING THE NEXT WAVE AT SPLASH – SOFT POWER FORUM 2025: CREATIVITY AS CURRENCY
As part of SPLASH – Soft Power Forum 2025 Official Music Program, 88rising and the Thailand Creative Culture Agency (THACCA) co-hosted “Creativity as a Currency to Build Cultures” a symposium panel featuring Dani Chae (88rising Creative Producer; global creative director for XG) and Verbal (Japanese hip-hop pioneer, M-Flo; Co-founder of fashion label AMBUSH®). The session explored:
- Creativity as a tool for influence, identity, and opportunity in a globalized world.
- How Asian artists (particularly in J-pop and K-pop) shape culture beyond borders, drawing from Verbal’s cross-industry innovations in music and fashion.
- The evolving role of language, authenticity, and cross-disciplinary expression in building global resonance while retaining local roots.
On July 10, at SPLASH – Soft Power Forum, 88rising’s Dani Chae and Chalakorn Panyashom, CEO of Thailand’s leading T-Pop label, XOXO Entertainment, announced a joint venture aimed at showcasing Thai artists on the global stage. The partnership will focus on:
- Talent Development: Nurturing artists with global-ready artistry and stagecraft.
- Platform Support: Leveraging 88rising’s infrastructure for international distribution.
- Idea Incubation: Fostering cross-cultural collaborations that amplify Thailand’s creative identity.
After a recent collaboration between 88rising and XOXO to release Thai girl group 4EVE’s first global EP ’Glow’, 88rising highlighted Thailand’s untapped potential. The collaboration aims to spotlight Thai innovation, from hyperlocal sounds to genre-defying experimentation, while aligning with THACCA’s mission to bridge Thailand’s creative culture with forward-thinking artistry.
Through initiatives like Future Asian Music’s Road to FAM and FAM Studios, 88rising is pioneering a new era of discovery, collaboration, and creativity, cementing Thailand’s reputation as a global cultural hub. By investing in grassroots talent and cross-border collaboration, the platform continues to build a new ecosystem for Asia’s next generation of artists. Stay tuned for upcoming regional expansions and artist-driven collaborations from Future Asian Music.
