For Thai musicians, breaking into the international market is a coveted goal. Much like with any other area of popular culture, the influences, imprints, looks and inspirations of contemporary Thai music largely come from other parts of the world — especially the West. A Thai touch is often then placed into the mix.
Despite obvious language barriers, many Thai artists have tried, and succeeded — or failed — to varying degrees. Tata Young, Hugo, Jay Montonn, Futon, Moderndog, Retrospect, Desktop Error and many others have tried different methods, from releasing English language albums, touring extensively overseas, participating in international festivals, moving abroad and even employing foreign producers.
If making it outside of Thailand is the Everest for home-grown musicians, then rock outfit Slot Machine is the next band to start the climb. The difference is they look to be sure-footed, and equipped with the sturdiest of support.
As one of the biggest rock bands in Thailand, Slot Machine will release a full English language album this year with a push from their label, BEC-Tero Music, followed by a world tour to introduce the band to an international audience. The new engine behind this project is multiple Grammy Award winner Steve Lilywhite, CBE, a seasoned producer who has worked with such rock'n'roll dynasties as David Byrne and The Rolling Stones since the 70s.
"The simplest explanation for our decision to do a full English language album is that we want to break the international market. As a band, we've always looked to do new things. We like challenges. When an opportunity like this presents itself, there's no way that we would ever turn it down. It's as simple as that," said vocalist Setapong Durongjirakan.
Slot Machine, from left, Atiraj Pinthong, Settapong Pangjunun, Janewit Junpanyawong and Setapong Durongjirakan.
Life was recently invited to hear the entire album at Karma Studio, Pattaya, before the team put the finishing touches to it, and sent it off for the final mix and mastering. Even in its unfinished state, the songs sounded very polished. It is likely to be a departure from the Slot Machine we've been accustomed to since their self-titled debut album was released in 2003. It's more aggressive, fresh and has an experimental edge. On it, you can hear hints of dance rock, disco punk and classic rock to reggae. The English lyrics are not awkward as one might have predicted, and, most importantly, sound mature, yet, relevant.
Slot Machine was visibly excited during our studio visit, constantly gushing over Lilywhite, and the new perspectives he's brought to the band. There was a palpable intimacy between the band and their 60-year-old producer. Enthusiastic, youthful and rambunctious, Lilywhite is what you call a big personality. Brimming with pride as he presented the album to the eager media, Lilywhite spoke at full volume, and bounced around to every song played.
Lilywhite began his career in 1977. His first break came when he produced the demo for Ultravox, which landed them a record deal. He then joined Island as a full-time producer, and embarked on a long, successful career that continues until today. He has worked with U2 for nine albums, and, in his own words, "grew up with Bono". He has produced over 500 records, and won six Grammy Awards with the latest being this year for his works on Juanes's album Loco De Amor. There is not enough space to list all the bands and artists he's worked with here — but highlights include titans like The Rolling Stones, Morrissey, Siouxsie and the Banshees, Thirty Seconds To Mars, David Byrne, Matchbox Twenty and The Killers, to name a few.
Although BEC-Tero Music's connections are vast and extensive, Slot Machine's success in landing Lilywhite wasn't just about signing a piece of paper, or paying a lump sum fee.
"I have a rule that I must see a band play in a concert [before I agree to work with them] because I can then understand the true heart and spirit of a band. I can listen to an album, but an album doesn't always tell me what a band is, whereas a concert does tell me," he said.
"I was very impressed by the music. I was very impressed by the young people who came to the concert because they [Slot Machine] are in their 30s, but the audiences are a lot younger than them. This, for me, is unusual because in the West, you don't get a band in their 30s with 15-year-olds liking them. I have a feeling that there's something going on, and Thai people are beginning to build their own culture of rock music. I thought if I could help Slot Machine do this for them, it would be very good."
Still, it wasn't easy to kick-start the recording process, due to Lilywhite's hectic schedule. As he wasn't sure if he could commit for an entire album, they initially agreed to do just four songs together, and the band didn't know when exactly he would be coming.
"It turned out to be quite good because we just concentrated on making the demo the way we wanted to. We didn't think much about anything, and the time uncertainty sort of pushed us to focus," said bassist Atiraj Pinthong.
Upon meeting and getting on so well, Lilywhite made the time and instead of the agreed-on four songs, ended up producing the whole album.
"They're a real band. The world is changing, and you don't get so many real bands anymore. For me, that's what I love. I've had most of my success with real bands, with bands who are a gang of people. Setapong's voice is unique especially in this style of music. Maybe people have a voice like his in heavy metal, but I'm not a fan of heavy metal. I like emotional music. I like melodies. One thing about Slot Machine that is unique is Atiraj's very strong personality and influence in the band," said Lilywhite.
"In music nowadays, it's very hard to write original guitar lines. But there are four or five guitar lines in this album that The Edge will go, 'F*** you, Janewit. I wish I'd written that!'. They sound new and innovative. I'm interested in guitar players who have great lines who don't sound like somebody else. Settapong is humble and happy. He's learning all the time. He's the only humble one in the band!" said Lilywhite.
"They love each other. They've known each other over ten years. They're like family. I feel very honoured to be a little part of their family," he added.
When they first met, however, the band admit took a little time to get used to Lilywhite's outgoing personality, spontaneity and very British sense of humour.
"At first we were quite stressed out. His personality was different from other producers we've worked with. Steve has a big personality. He's fun loving, loud and always dancing. We also didn't quite get his deadpan jokes in the beginning, and we weren't sure what he meant, but later on, he added 'joking' at the end of his jokes to put us at ease! We've learned how to be close to him. It's not like working, but rather having fun. We really feel connected with him on a professional and personal level. He has the biggest heart. He's now like a father figure to us," said Setapong.
"Father? That's nice, better than grandfather! I hope they don't change," said Lilywhite when told what the band thought of him. "I'm more like a team leader. Building a team, making them feel very good about their works. I don't want anyone to trust me because I had a hit 20 years ago, I want them to trust me because of what I'm doing now."
The writing of the English lyrics were a combined team effort, as opposed to the usual way of Setapong churning out Thai lyrics. Slot Machine recorded the first versions of the songs without lyrics and would just throw in random words and phrases to fit the music. The team then created the lyrics around the loose structure of the music.
"It's very difficult to sing in English. Pronunciation and enunciation are tough. As a singer, whatever language you sing in, you must be clear," said Setapong.
Although an English language album could possibly alienate a huge chunk of their large Thai fan base, Slot Machine are looking on the brighter side and reveal that they'll also be releasing Thai versions.
"I think the English used in this album is not difficult at all, and I believe people can easily sing along to these songs. I don't think it will be a problem. Also, everyone can relate to the musical parts," said Atiraj.
For Lilywhite, neither the language barrier nor cultural differences have presented problems.
"I've been making records for 40 years. Things like cultural differences make me excited. I need things to fire my mind. I love different ways of looking at music. I'm old now, and I need their youth. I need to drink their blood! Even for language; when people asked me this question, I tell them I could even produce Sigur Ros who does not sing in any language. It's just sound. As long as the sound is nice."
Asked what he thinks of Slot Machine's chances of making it internationally, Lilywhite is adamant that it's not the main purpose of music making.
"I'm not a marketing or business person. I make art. I make the best art I can make. I believe that great art has great value, even if it's not direct value from selling CDs. There's value in making the brand in Slot Machine important and big. A band should never be defined by one record. A great band is defined by a career. That's what I want to bring. I feel that I've got a very good balance between art and commerce. I understand that it's not a government grant," he said.
"We live in a real world, but in my heart and my being, we must make great art. If we like it, and we're proud of it; at least we have a chance."
