MODELS AND PROCESSES OF THAI ARTIST MANAGEMENT IN THE DIGITAL ERA: AN INTEGRATED STUDY FROM THEORY TO PRACTICE IN THE ENTERTAINMENT INDUSTRY

Abstract

This study aimed to examine the components and processes of Thai artist management in the digital era and to develop an integrated conceptual framework linking input factors, management processes, revenue outcomes, and governance factors related to law and ethics. A mixed-methods research design was employed, comprising in-depth interviews with 26 key informants, including artist managers, artists, and specialized support staff; a survey of 380 fan club members; and content analysis of the social media platforms of 12 selected artists. Qualitative data were analyzed using thematic analysis, while quantitative data were analyzed using descriptive and inferential statistics. The qualitative findings revealed that Thai artist management has adapted the POLC (Planning, Organizing, Leading, and Controlling) management framework to align with the digital ecosystem, placing strong emphasis on personal branding and platform-specific content strategies. The quantitative results indicated that personal branding strategy was positively correlated with fan engagement (r = .47, p < .001). Furthermore, different content types produced statistically significant differences in fan engagement levels (F = 5.92, p < .01). Independent artists also demonstrated significantly higher average fan engagement scores than artists affiliated with record labels (t = 2.14, p < .05). The overall findings led to the development of the "Input-Process-Outcome-Governance (IPOG) Framework," which integrates key factors influencing artist management in the digital entertainment industry. This framework provides practical guidance for artist managers, higher education institutions, and policymakers in advancing Thailand's entertainment industry.

Keywords: Artist Management, Digital Entertainment Industry, Personal Branding, Artist Business Model, Fan Engagement