Warner Music Group and Thailand’s GMM Music have been working together since 2024 on their GMM Global joint venture. Now the partnership is expanding with something called ‘Gliide’.
Described as an “artist development platform” the new project aims to help Asian pop artists reach “a global audience from their very first release” – rather than “building artists for a single territory before exporting them”.
The guinea pig for this is SVRN (pronounced ‘Sovereign’), an artist from Thailand who has just released a single called ‘Why’ with accompanying music video.
“Artists today aren’t built for one place – they move across them. Gliide is designed to support that movement, not control it,” said the project’s managing director Jipattikal Panikbutr.
“Artists in Asia are already thinking beyond borders – creatively, culturally, and commercially,” added Warner Music’s Dan Rosen.
“Together with GMM Music, we’re building a platform that gives our region’s most ambitious and authentic artists the freedom, support, and connectivity to grow audiences and fans across regional and global markets.”
The launch follows the recent partnership between Warner Music Japan and the Tourism Authority of Thailand, which will be focused on using Thai artists and music to boost tourism in the country.
