Asean Music Showcase Festival 2021 Expands to Include Vietnam and Cambodia
The Asean Music Showcase Festival (AMS) returned for a second year in 2021 with a mission to help regional artists connect with their fans and reach new audiences. This initiative aimed to overcome the challenges posed by the COVID-19 pandemic, which significantly impacted the music industry.
This online festival, Southeast Asia’s first collaborative intraregional music showcase, premiered live on YouTube on September 11-12, 2021. A private networking event followed on September 13, connecting emerging artists with global music industry professionals.
AMS: Connecting Global Music Networks to Southeast Asia
AMS offered a platform connecting global music networks with Southeast Asia. The festival involved seven co-organizing countries: Indonesia, Malaysia, Philippines, Singapore, and Thailand. Cambodia and Vietnam joined in 2021, expanding the festival’s reach. The United States and Canada also participated.
AMS’s Response to the Pandemic
Piyapong ‘Py’ Muenprasertdee, co-founder of AMS and Director of Educational, Governmental, and Overseas Partnership at Fungjai, spoke with The Bangkok Post. He explained that, instead of waiting for the pandemic to end, organizers chose a proactive approach, helping artists reach a global audience online. This virtual format eliminated the need for artists to cover travel expenses and opened the event to more international music professionals.
AMS’s Partnerships and Future Plans
The 2020 edition was entirely virtual due to the pandemic’s restrictions. Muenprasertdee noted that future plans include in-person events, rotating the host country annually once the pandemic concludes. Key partners include Malaysia’s Cultural Economy Development Agency (CENDANA), Thailand’s Convention and Exhibition Bureau (TCEB), and TuneCore, along with Music Copyright (Thailand) Ltd. (MCT), Golden Melody Awards & Festival, LUCfest, Global Toronto, and Live at Heart.
Read also: Glastonbury 2025: A Music Festival for Emerging Artists
For more details on the second ASEAN Music Showcase Festival, visit the official website.
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