Bakery Music
Thai indie label that pioneered the 1990s independent music scene.
Wikipedia / Wikimedia Commons
Bakery Music is a Thai record label that launched in 1994. It was a notable force in the country’s independent music scene during the 1990s, helping to pave the way for other indie labels. Today, it operates as a subsidiary of Sony Music Entertainment Thailand.
The label was founded by Somkiat Ariyachaipanich (also known as Zomkiat or Mr. Z), Kamol Sukosol Clapp (Sukie), Boyd Kosiyabong, and Salinee Panyarachun. They had worked together on Zomkiat’s *Z-Myx* album earlier in 1994, and by mid-year they established Bakery Music. Its debut release—a self-titled album by alternative rock band Moderndog—was a strong success, selling hundreds of thousands of copies and topping the charts. Over the following years, Bakery released many popular acts, including Boyd Kosiyabong, Joey Boy, Yokee Playboy, Thee Chaiyadej, and Pause. The label earned praise for its independent productions and grew its team significantly. It also published a monthly magazine called *Katch*.
The 1997 Asian financial crisis hit the label hard, and it reported losses from that year onward. In 2000, BMG acquired a 51% majority stake in the company. *Katch* was discontinued, and the workforce was cut to twenty. After restructuring in 2001, with BMG taking over most financial management, Bakery returned to profitability in 2002 and claimed a 5% share of the national music market. That year, it released twenty-five albums and began producing VCDs and karaoke. In 2003, it put out eighteen albums, including Boyd’s *Million Ways to Love Part 1*, which sold 350,000 copies. Further restructuring led to combined offices, more staff reductions, and Sukie becoming managing director of BMG Thailand while also serving as president of Bakery Music.
In 2004, as BMG merged with Sony Music to form Sony BMG in August, internal disagreements caused the three remaining original founders to leave (Salinee had already departed in 1997). Both the label’s tenth anniversary and the founders’ exit were marked by the B.Day (Bakery Music Independent Day) concert on December 10 at Rajamangala Stadium. The 7½-hour event, organized by Matching Entertainment with concept and visual design by Wit Pimkarnjanapong and director Apichatpong Weerasethakul, drew a large audience. It was one of the most notable concerts ever held in Thailand at the time.
- founded
- 1994
- founders
- Somkiat Ariyachaipanich, Kamol Sukosol Clapp, Boyd Kosiyabong, Salinee Panyarachun
- field
- Record label
- nationality
- Thai
- known_for
- Being a pioneering independent music label in Thailand in the 1990s
Lore & Background
Bakery Music was founded in 1994 after the four founders collaborated on Zomkiat's Z-Myx album earlier that year. Its first release, an album by alternative rock band Moderndog, became an instant hit, selling hundreds of thousands of copies and storming the charts. Over the next few years, Bakery released successful acts including Boyd Kosiyabong, Joey Boy, Yokee Playboy, Thee Chaiyadej, and Pause, and expanded its staff considerably. It also published a monthly magazine, Katch.
The label suffered from the 1997 Asian financial crisis, reporting losses from 1997 onward. In 2000, BMG acquired a 51% majority of the company's shares, leading to the discontinuation of Katch and a staff reduction to twenty. After restructuring in 2001, Bakery returned to profitability in 2002, claiming a 5% share of the nation
Reader's Guide
Bakery Music's significance lies in its role as the first highly successful independent record label in Thailand, which inspired a wave of other indie labels in the 1990s. Its early success with Moderndog demonstrated that alternative music could achieve mainstream commercial success, selling 500,000 copies. The label's growth to a staff of one hundred and its publication of Katch magazine reflected its influence. However, the 1997 Asian financial crisis forced Bakery to accept majority ownership by BMG in 2000, leading to restructuring and staff reductions. Despite returning to profitability in 2002, the founders' departure in 2004 marked the end of its independent era. The B.Day concert, a 7½-hour event with 50,000 attendees and a budget of 100 million baht, symbolized both the label's tenth anniversary and the parting of its founders. Today, as a subsidiary of Sony Music Entertainment Thailand, Bakery Music continues to release artists, but its legacy is as a trailblazer that shaped Thailand's indie music landscape.
Did You Know?
- Bakery Music's first release, an album by Moderndog, sold 500,000 copies and stormed the charts.
- The label's B.Day concert on 10 December 2004 was the largest concert ever held in Thailand, with 50,000 attendees and a budget of 100 million baht.
- Bakery Music published a monthly magazine called Katch, which was discontinued after BMG acquired a majority stake in 2000.
- The single 'Pass the Love Forward' featured all Bakery artists from 1994 to 2004, with part of the proceeds going to the Chaiphruek Foundation for Orphans.
Frequently Asked Questions
Who founded Bakery Music?
Bakery Music was co-founded by four collaborators: Somkiat Ariyachaipanich (known as Zomkiat or Mr. Z), Kamol Sukosol Clapp (Sukie), Boyd Kosiyabong, and Salinee Panyarachun. They came together after working on Zomkiat's Z-Myx album earlier that same year.
When was Bakery Music established?
The label was launched in 1994, with the founders formalizing the business by mid-year after their earlier collaboration on the Z-Myx project.
Why is Bakery Music considered important in Thai music history?
It is widely regarded as the trailblazer of Thailand's independent music scene in the 1990s, outperforming every other indie label of that era. Its success directly inspired the creation of many subsequent independent labels across the country.
What is Bakery Music's current status?
Bakery Music now operates as a subsidiary of Sony Music Entertainment Thailand, having transitioned from its original independent roots to a major-label imprint.
What project led directly to the creation of Bakery Music?
The four founders had just finished collaborating on Zomkiat's Z-Myx album in early 1994, and that shared experience prompted them to establish the label by mid-1994.
More in Thai record labels 1-24
Spotted an error? Know more?
This is a living reference — every entry is fact-audited, and reader corrections feed straight into our audit queue. Suggest an edit · See this site's audit record