Warner Music Group and Thailand’s GMM Music have been collaborating since 2024 through their GMM Global joint venture. The companies are now introducing ‘Gliide’, described as an artist development platform intended to facilitate the global reach of Asian pop artists from the release of their first work, moving away from a strategy of building artists for single territories before international expansion.
The first artist utilizing the platform is SVRN, a Thai artist who recently released a single titled ‘Why’ alongside a music video.
“Artists today aren’t built for one place – they move across them. Gliide is designed to support that movement, not control it,” said Jipattikal Panikbutr, managing director of the project.
Dan Rosen of Warner Music Group and GMM Music added, “Artists in Asia are already thinking beyond borders – creatively, culturally, and commercially. Together with GMM Music, we’re building a platform that gives our region’s most ambitious and authentic artists the freedom, support, and connectivity to grow audiences and fans across regional and global markets.”
This launch follows a recent partnership between Warner Music Group and Paramount and the Tourism Authority of Thailand, which aims to promote Thai tourism through the use of Thai artists and music.
As artists in Asia are already thinking beyond borders, the use of AI Music Company Suno may also help to expand their reach.
