![\"music](\"https:\/\/www.digitalmusicnews.com\/wp-content\/uploads\/2026\/03\/Bangkok-1024x546.jpg\" "\\"music\\"")
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Bangkok, Thailand. Photo Credit: Sam Szuchan<\/p>\n<\/div>\n
Music Universal Music Group (UMG) has taken a stake in What the Duck (WTD) and added the Bangkok-based indie\u2019s founder as MD of Universal Music Thailand. <\/strong><\/h2>\nUMG disclosed the investment and the appointment today, on the heels of multiple high-profile moves<\/a> in the nation of about 72 million. For the major label, that refers in part to a nearly $70 million play<\/a> for the catalog of RS Music.<\/p>\n(Another of the moves: Warner Music scored a \u201cstrategic alliance\u201d with What the Duck back in 2022, signing Valentina Ploy<\/a> to its own roster out of the gate.)<\/p>\nAnd while RS has for decades factored prominently into the Thai music space \u2013 hence the IP-focused transaction \u2013 12-year-old What the Duck is a relatively new market entrant. But the past decade and change has seen the indie \u201cbecome one of Thailand\u2019s creative powerhouses,\u201d according to UMG.<\/p>\n
On the roster side, What the Duck currently serves as the professional home of The Toys<\/a> (real name Thanwa Boonsoongnern), Musketeers<\/a>, Bowkylion<\/a>, Pae Arak<\/a>, and Hens<\/a>, its website shows.<\/p>\nNow, the UMG-WTD partnership is poised to bring these and many other artists\u2019 \u201cmusic to fans around the world,\u201d per the involved parties. Regarding the deal\u2019s terms and personnel particulars, said parties didn\u2019t divulge an abundance of information, however.<\/h4>\n
UMG opted against identifying the dollar amount and ownership percentage behind the \u201cstrategic investment,\u201d for instance. But What the Duck founder Moy Samkwan Tonsompong \u2013 who\u2019s officially Universal Music Thailand\u2019s MD, as mentioned \u2013 spelled out that his company is \u201cjoining the team at UMG.\u201d<\/p>\n
\u201cWe\u2019re thrilled to be joining the team at UMG,\u201d the exec communicated. \u201cWe believe this will only serve to create more opportunities for Thai music both at home and globally, while also strengthening our offer to artists.<\/p>\n
\u201cI\u2019m committed to staying closely involved with the WTD team \u2013 ensuring this partnership drives global success for our artists and brings the creative force that is Thai music to more audiences than ever before,\u201d he concluded.<\/p>\n
Though this seemingly implies all WTD\u2019s staff will remain in place under Universal Music, in terms of direct confirmations, the entities only noted the MD appointment as well as plans for WTD co-founders Chichaya Karnasuta and Torpong Chantabubpha to continue as \u201ckey members of the WTD team.\u201d<\/p>\n
Meanwhile, Adam Granite, Universal Music\u2019s CEO for Africa, the Middle East, and Asia, in a statement reiterated the major\u2019s expansion ambitions in quick-developing music sectors.<\/h4>\n
(Earlier in 2026, UMG scooped up<\/a> 30% of India\u2019s Excel Entertainment and hammered out<\/a> a fresh licensing pact with China\u2019s NetEase Cloud Music.)<\/p>\n\u201cThis is an exciting next step in our strategy to expand our presence in fast-growing markets,\u201d Granite said. \u201cI am delighted to \u2018unite\u2019 the WTD and UMG families and look forward to working closely with Moy and the team delivering success in Thailand and beyond.\u201d<\/p>\n<\/section><\/div>\n
(Another of the moves: Warner Music scored a \u201cstrategic alliance\u201d with What the Duck back in 2022, signing Valentina Ploy<\/a> to its own roster out of the gate.)<\/p>\n And while RS has for decades factored prominently into the Thai music space \u2013 hence the IP-focused transaction \u2013 12-year-old What the Duck is a relatively new market entrant. But the past decade and change has seen the indie \u201cbecome one of Thailand\u2019s creative powerhouses,\u201d according to UMG.<\/p>\n On the roster side, What the Duck currently serves as the professional home of The Toys<\/a> (real name Thanwa Boonsoongnern), Musketeers<\/a>, Bowkylion<\/a>, Pae Arak<\/a>, and Hens<\/a>, its website shows.<\/p>\n UMG opted against identifying the dollar amount and ownership percentage behind the \u201cstrategic investment,\u201d for instance. But What the Duck founder Moy Samkwan Tonsompong \u2013 who\u2019s officially Universal Music Thailand\u2019s MD, as mentioned \u2013 spelled out that his company is \u201cjoining the team at UMG.\u201d<\/p>\n \u201cWe\u2019re thrilled to be joining the team at UMG,\u201d the exec communicated. \u201cWe believe this will only serve to create more opportunities for Thai music both at home and globally, while also strengthening our offer to artists.<\/p>\n \u201cI\u2019m committed to staying closely involved with the WTD team \u2013 ensuring this partnership drives global success for our artists and brings the creative force that is Thai music to more audiences than ever before,\u201d he concluded.<\/p>\n Though this seemingly implies all WTD\u2019s staff will remain in place under Universal Music, in terms of direct confirmations, the entities only noted the MD appointment as well as plans for WTD co-founders Chichaya Karnasuta and Torpong Chantabubpha to continue as \u201ckey members of the WTD team.\u201d<\/p>\n (Earlier in 2026, UMG scooped up<\/a> 30% of India\u2019s Excel Entertainment and hammered out<\/a> a fresh licensing pact with China\u2019s NetEase Cloud Music.)<\/p>\n \u201cThis is an exciting next step in our strategy to expand our presence in fast-growing markets,\u201d Granite said. \u201cI am delighted to \u2018unite\u2019 the WTD and UMG families and look forward to working closely with Moy and the team delivering success in Thailand and beyond.\u201d<\/p>\n<\/section><\/div>\nNow, the UMG-WTD partnership is poised to bring these and many other artists\u2019 \u201cmusic to fans around the world,\u201d per the involved parties. Regarding the deal\u2019s terms and personnel particulars, said parties didn\u2019t divulge an abundance of information, however.<\/h4>\n
Meanwhile, Adam Granite, Universal Music\u2019s CEO for Africa, the Middle East, and Asia, in a statement reiterated the major\u2019s expansion ambitions in quick-developing music sectors.<\/h4>\n