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Inside Warner ADA Asia’s new Baramey Production partnership

Warner Music Group’s ADA Asia has partnered with Baramey Production, a premium music company specialising in nurturing original Cambodian talent. Headliner hears from ADA Asia managing director Chee Meng Tan and Baramey’s head of business development and operations Josh Kahn about the ground-breaking deal, which agreement marks the first time a label from Cambodia has signed a deal with a major international record company.

ADA Asia will work closely with Baramey to increase opportunities for Cambodian artists through bespoke services, such as global music distribution, digital marketing and sync licensing – while expanding the global reach of Khmer music and culture around the world.

Today, Baramey has a roster of some of the biggest artists in the country, including popular hip-hop duo Kmeng Khmer; new rising R'n'B singer Sophia Kao; and the hip-hop star Vann Da.

Laura Mam (pictured), artist, founder and CEO of Baramey, commented: “It’s a great honor for Baramey to join forces with ADA Asia to distribute our music around the globe. This deal is not only monumental for Cambodia’s music industry, it’ll also be transformational for Cambodian artists. When we started our company, distributing music outside of Cambodia was unheard of, and we’re excited that this partnership will enable us to amplify our team's achievements. I’m personally humbled and delighted that Baramey will be the first label in Cambodia’s history to partner with a major music company to bring the music of our country to the world.”

Here, Headliner speaks to Tan and Kahn about what the new deal means for the business and what opportunities it opens up for artists.

How did this partnership with Baramey Production come about?

Josh Kahn: Baramey’s story is incredible. The company started in an era where production houses in Cambodia didn’t even want to create original music, and the market was flooded with cover versions and piracy. Baramey was created with the purpose of giving artists in Cambodia a platform to make their own music, and something that sounds that simple was an enormous undertaking in a market where, at that time, the entertainment industry needed to be convinced about authentic artistry. Over our first years, we built a devoted grassroots following for many of our artists, such as Kmeng Khmer and Laura Mam (who is also our CEO) who became domestic superstars in their own right. Until 2020, when we started self-distributing our music starting with VannDa’s breakout album ‘$kull’, the market was still dominated by exclusive deals which suppressed the reach of Cambodian artists in the international market, who could have never been on the radar of a major distribution company.

We started to build a streaming story across the platforms which are dominant in Cambodia and had a very measured and realistic multi-year plan for growing outward. That plan went completely out the window with the explosion of VannDa’s single Time To Rise (feat. Master Kong Nay) earlier this year. It went on to be the most streamed music video (70M views and counting) in the history of the country, and immediately widened the market we could address. We knew it was time to find a like-minded partner that understood our challenges and opportunities, and who had the same passion to build the infrastructure that is so desperately needed for artists to grow across the region and beyond. We could not be happier to sign on with the ADA Asia team and we are looking forward to developing this story even further.

We knew it was time to find a like-minded partner. Josh Kahn, head of business development and operations, Baramey Production

This is the first time a label from Cambodia has signed with a major international record company. What was it that appealed to you about Baramey and inspired you to take this step?

Chee Meng: ADA Asia is constantly exploring new music and artists from the region. When we came across Baramey and its roster of talented acts, we were immensely impressed by the quality of their work. Their general vision and ambition for Khmer music also caught our eye. Music transcends borders and these exceptional Khmer stars belong on a global stage. We’re very glad that ADA Asia can now become a part of Baramey’s journey and can’t wait to help it realise its vision.

What will each company bring to the table?

CM: ADA Asia will provide Baramey with a gold standard distribution system. Backed by our global influence, international resources and unparalleled network, we’re set to ensure that Baramey’s music connects with the widest possible audience around the world.

JK: This is the first major label deal in history for a Cambodian music label and we are excited to showcase the best Khmer talent. Every label - no matter how big or small - is going to tell you that they are an artist development company, and of course we are bringing an ambitious release schedule to the partnership and are looking to add more artists. We know this is a volume business, but I think what makes us a great partner for the ADA family to enter the market with is that our artists and our team have a very, very strong perspective when it comes to their creative and branding, and we are taking a very data-led approach to how we are tackling our international ambitions. I would say those are the two things - combined with the inspiring potential of our artists - that make the difference for us compared to other labels in our market.

In terms of artists, we have the biggest star in the country at the moment in VannDa, who just dropped his latest single and video Catch Me If You Can. In addition to established domestic stars like Kmeng Khmer and Laura Mam, we are really excited about new artists like Sophia Kao, who has an incredible, unique and soulful voice, and is someone who can cross over internationally given her abilities to sing in English, Khmer or Mandarin. We’ve also just signed an amazing Khmer instrumentalist/producer named VanThan, and have releases coming later this year from the country’s top producer Songha, a really fun and energetic dance-led hip-hop trio in Polarix, and our EDM artist RXTHY.

What are the biggest challenges in breaking new talent in this market?

CM: Each new artist will face challenges that are unique to them. That’s why we’ll use our expertise to support each and every one of them with our bespoke approach and well-rounded service.

JK: We are really happy with our growth in terms of artist development in the domestic market, which is of course our bread and butter. Certainly, there is work to do in terms of growing the streaming subscriber base, but it’s a very new market for the streaming product and that will come. The most intriguing challenge for us - and a key reason we are thrilled to have the ADA Asia team on board - is that we now have an opportunity for the first time to reach the global market. Most people don’t know that Cambodia had a very closed music ecosystem for a very long time. Songs like “Time to Rise” have helped us cross borders and reach fans as well as the diaspora - people who have told us they are very interested in our music, but who we couldn’t always reach before. The biggest challenge but also the biggest opportunity as it concerns breaking artists out of our market is that we’re getting to write history every day now - there’s no playbook, so we are making it.

What can you tell us about the new music scene in Cambodia?

JK: Every artist has different sounds and styles and different points of view, but what unifies every artist in our family is that they are excited to be able to bring their music and tell their story to the rest of the world. This is a real ambition and hunger, and it has created a very collaborative spirit. It isn’t something that is taken for granted, having been unable to reach the global market for so long, and I think that is reflected in the passion that goes into creating the music, or the storytelling of the country’s cultural legacy in a song like Time to Rise. The country itself has an incredible music history, and I’ve found that there is a real desire to honor that history while constantly trying to do new things and break new ground. Music and musicians were nearly lost completely to the genocide and now we have one of the first new generations of original music artists releasing music to the world again. Rather than that being a heavy burden for them to carry, there’s an excitement among the artist community to say “we want to show you what we can do,” and a real feeling that things are happening. I think all of our artists have that mindset, and it’s a real testament to their determination that a lot of experimentation and development is happening at such a rapid pace while we’re unable to play in front of live audiences.

What are the biggest opportunities for artists in the Cambodian market?

JK: There are a lot of real positives. Spotify’s entry to the market comes at a great time, when we’re seeing more opportunity in terms of the connectivity options that are available to consumers. Baramey has a really great partnership with one of the main telecommunications companies, Cellcard, which has allowed us to grow the reach for our artists domestically as they have really leaned in to working with us to develop creative content that fans in our home market will love. The eventual return of live music will be huge, not only from a business perspective but also to rebuild personal connections with fans. But I think the biggest message both to our international partners looking to work with artists in Cambodia, as well as to artists inside of the country, is that this is not just a viable but an exciting market to develop the music business. Of course, a deal like this one really gives artists access to the world for the first time. We have an opportunity to do special things with a very passionate community of artists and fans and every day I feel like it’s our responsibility to deliver on it.

What are the biggest opportunities for ADA in the market?

CM: The music industry in Cambodia is very nascent which means there are massive opportunities as it develops. The partnership between ADA Asia and Baramey is a catalyst that’ll fast track the development of the infrastructure that’s needed to grow the industry. It’s also a great encouragement for the local artist community as it affirms their creative work is well-loved and has the potential to be much appreciated by music fans worldwide.