When RS Promotions branched into luk thung music in 2001 with its R-Siam label, few people took much notice. But in the decade since, it has steadily gained a stronghold on the grassroots country music genre, and given it a facelift _ in terms of presentation, sound manipulation and content _ in the process. The offshoot currently houses more than 90 solo artists and groups _ the biggest stars of the luk thung circuit among them.
Soopachai Nillawan, R-Siam's managing director since its inception, said in the early days "not many knew of our existence".
"Only some industry insiders knew that RS had a luk thung label then," he said. "People thought that all the big stars belonged to other labels. So five years ago, we came up with a strategy to attach our label name 'R-Siam' to every single artist in the same way boxing camps do. It took only three months for the name to catch on. It's working wonders as now people recognise us, and our name carries a certain weight."
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