Now Reading: Universal Music Invests in Bangkok-Based Indie What the Duck
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Universal Music Invests in Bangkok-Based Indie What the Duck
Bangkok, Thailand. Photo Credit: Sam Szuchan
Universal Music Group (UMG) has taken a stake in What the Duck (WTD) and added the Bangkok-based indie’s founder as MD of Universal Music Thailand.
UMG disclosed the investment and the appointment today, on the heels of multiple high-profile moves in the nation of about 72 million. For the major label, that refers in part to a nearly $70 million play for the catalog of RS Music.
(Another of the moves: Warner Music scored a “strategic alliance” with What the Duck back in 2022, signing Valentina Ploy to its own roster out of the gate.)
And while RS has for decades factored prominently into the Thai music space – hence the IP-focused transaction – 12-year-old What the Duck is a relatively new market entrant. But the past decade and change has seen the indie “become one of Thailand’s creative powerhouses,” according to UMG.
On the roster side, What the Duck currently serves as the professional home of The Toys (real name Thanwa Boonsoongnern), Musketeers, Bowkylion, Pae Arak, and Hens, its website shows.
Now, the UMG-WTD partnership is poised to bring these and many other artists’ “music to fans around the world,” per the involved parties. Regarding the deal’s terms and personnel particulars, said parties didn’t divulge an abundance of information, however.
UMG opted against identifying the dollar amount and ownership percentage behind the “strategic investment,” for instance. But What the Duck founder Moy Samkwan Tonsompong – who’s officially Universal Music Thailand’s MD, as mentioned – spelled out that his company is “joining the team at UMG.”
“We’re thrilled to be joining the team at UMG,” the exec communicated. “We believe this will only serve to create more opportunities for Thai music both at home and globally, while also strengthening our offer to artists.
“I’m committed to staying closely involved with the WTD team – ensuring this partnership drives global success for our artists and brings the creative force that is Thai music to more audiences than ever before,” he concluded.
Though this seemingly implies all WTD’s 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 “key members of the WTD team.”
Meanwhile, Adam Granite, Universal Music’s CEO for Africa, the Middle East, and Asia, in a statement reiterated the major’s expansion ambitions in quick-developing music sectors.
(Earlier in 2026, UMG scooped up 30% of India’s Excel Entertainment and hammered out a fresh licensing pact with China’s NetEase Cloud Music.)
“This is an exciting next step in our strategy to expand our presence in fast-growing markets,” Granite said. “I am delighted to ‘unite’ the WTD and UMG families and look forward to working closely with Moy and the team delivering success in Thailand and beyond.”
