Universal Music Group has signed Thai artist Jeff Satur as it expands its operations in Thailand, seeking to build an international audience for talent from the emerging Thai pop (T-Pop) genre.
The label sees Satur as a candidate for wider success beyond his home market. His signing forms part of its broader effort to strengthen its presence in Thailand.
The agreement also reflects increasing major-label interest in Southeast Asian pop, with companies seeking to repeat the international success achieved by Korean pop (K-pop) and other regional genres in recent years.
