Kamikaze (record label)
Thai teen-pop label that relaunched in 2020.
Kamikaze (stylized as kəmikəze) is a Thai record label owned by RS Public Company Limited, founded in 2007. It was originally managed by RS executive producer Sudhipong Vatanajang and focused on young artists targeting an audience aged 10 to 17 years, as part of RS's restructuring to have multiple sublabels for specific audience segments. The label was inspired by K-pop, J-pop, Western pop, and American pop, and aimed to create a pop group with many members for the pre-teen market. Early notable artists included Four–Mod, Faye Fang Kaew, Neko Jump, and K-Otic. Kamikaze produced several hits in its early years and by its fifth year had 32 artists under its umbrella. However, after Sudhipong departed in 2010, the label gradually lost most of its original artists as they outgrew the intended demographic, and management shifted to target more provincial audiences. The label became inactive amid the wider music industry decline, with rumors of closure in September 2017; it was initially denied but later regarded as unofficially ceasing operations in 2017. It resumed operations in 2020 during the COVID-19 pandemic in Thailand, announcing a comeback on 24.11.2020 with four new songs and artists.
- founded
- 2007
- founder
- RS Public Company Limited (managed by Sudhipong Vatanajang)
- country
- Thailand
- genre
- Pop (inspired by K-pop, J-pop, Western pop, American pop)
- status
- Active (resumed 2020 after unofficial closure in 2017)
Lore & Background
Kamikaze was conceived in 2006 when Nanny Girly Berry brought Korean music CDs, including TVXQ, to Afu 'band producer,' who saw similarities to early RS boy bands and was also interested in Japanese idol group Morning Musume. He wanted to combine these influences into a new RS project and consulted with Sudhipong Vatanajang, who was also approached by producer Athit Lertrakamongkol with an online platform idea for teenagers. Sudhipong bound both projects and presented them to RS executives. Initially the project was not approved until Sudhipong told owner Kriengkai Chetchotisak, 'It's like Lift-Oil Boyscout 2007,' which made him smile and approve it. The label launched a website, zheza.com, as a community site for its target group.
Reader's Guide
Kamikaze represents a strategic shift in Thai pop music, targeting a narrow pre-teen demographic with a multi-artist label model inspired by international pop trends. Its early success with acts like Four–Mod and Neko Jump demonstrated the viability of this approach, but the label's decline after Sudhipong's departure in 2010 illustrates the challenges of sustaining a youth-focused brand as artists age out. The 2013 viral hit 'Splash Out' by 3.2.1 featuring Bitoey from sister label R Siam showed an attempt to broaden appeal to provincial audiences, but later artists failed to replicate earlier reception. The label's unofficial closure in 2017 and revival in 2020 amid the COVID-19 pandemic, with entirely new artists and no returning old acts, marks a notable reboot. Its legacy lies in its role as a dedicated teen-pop incubator within Thailand's music industry, reflecting both the potential and fragility of niche marketing.
Did You Know?
- Kamikaze was inspired by K-pop, J-pop, Western pop, and American pop, with early influence from TVXQ and Morning Musume.
- The label's name is stylized as kəmikəze and is owned by RS Public Company Limited.
- In 2013, Kamikaze group 3.2.1's single 'Splash Out' featuring Bitoey from sister label R Siam became a viral sensation.
- Kamikaze resumed operations in 2020 during the COVID-19 pandemic, releasing four new songs and artists on 24.11.2020.
Frequently Asked Questions
What is Kamikaze (record label)?
Kamikaze, written in lowercase as kəmikəze, is a Thai pop label launched in 2007 under RS Public Company Limited. It was carved out of RS's roster to serve a very specific niche: listeners roughly between 10 and 17 years old.
Who runs or ran Kamikaze?
The label was established by RS Public Company Limited, with RS executive producer Sudhipong Vatanajang steering its creative and managerial direction from the start.
What kind of music does Kamikaze put out?
Its catalogue leans heavily on pop shaped by K-pop, J-pop, Western pop, and American pop sensibilities, all filtered for a pre-teen and early-teen ear. The label also explored the concept of a large-member pop group aimed squarely at that young demographic.
Which artists were on Kamikaze's early roster?
Fans often point to Four–Mod, Faye Fang Kaew, Neko Jump, and K-Otic as the first wave of acts that gave the label its recognizable teen-pop identity.
Is Kamikaze still active after its 2017 quiet period?
Yes. After an unofficial pause that began around 2017, the label resumed operations in 2020 and is currently listed as active within the RS family.
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