BEEEF, an indie pop music unit under the Artist Services team at Believe, announced a major new project titled “BEEEF CUT.” This initiative seeks and promotes high-quality, unique new indie artists to create a new alternative music space and drive the Thai music scene throughout 2026. It reinforces BEEEF’s role as a hub of musical richness and a true cultural tastemaker. The curation and development of the artists’ works are closely led by Auu - Yotsatorn Boonyathanapiwat, Senior A&R at BEEEF.
The project name “BEEEF CUT” is metaphorically likened to different cuts of meat, each with distinct texture and character, yet each special and delivering its own unique flavor. Similarly, the musical direction of the new Thai indie bands in this project includes five groups releasing singles on five consecutive days. It starts with Satellite., a duo known for their gentle sound, with the song “Driving home to you,” a melancholic love track showcasing their international-level English vocals and boasting the highest monthly listeners in the project at over 73,000. Next is Yellow Butter Cult from Maha Sarakham with “Love, Safety,” a song exploring the meaning of love, led by "Music," a versatile lead singer with a powerful voice, delivering ‘2020s luk thung-inspired’ music that has become a favorite among camping fans. Then comes Memories can wait with the pop song “Not Surprised,” featuring fun, accessible music; this solo artist is a drummer and the younger brother of well-known artist Tuu Popthorn, standing out with a cool look and top-tier producer skills. Goofy Glasses follows with “With the Little Confidence I Have (at first sight),” a pop-soul track full of cool grooves from a duo comprising a singer and drummer who back leading artists, showcasing top musical skills and smooth, captivating vocals. Finally, One Analog presents “The Apology Song,” a 2000s-style Thai indie track that’s fun and easy to listen to, led by "Babe," a charismatic lead singer and behind-the-scenes drummer, alongside a guitarist with a standout handsome aura.
What makes “BEEEF CUT” a distinct and noteworthy indie project right now is its revival of the long-lost Compilation Project in Thai music, bringing back the charm of boundless music listening. Alongside this is a strategic release plan featuring five songs in five consecutive days (5-Day Release Plan), allowing fans to fully enjoy the musical experience day by day. Additionally, the project presents an indie pop flavor that blends the classic tones many yearn for, while simultaneously offering fresh sounds perfectly suited for the new generation of Gen Z listeners.
Auu - Yotsatorn Boonyathanapiwat, Senior A&R at BEEEF, revealed, “With BEEEF CUT, our team intends to break the traditional mold of music releases. Reviving the compilation format alongside a five-day consecutive release plan is a major challenge. All five artists bring a rich indie pop flavor many have longed for. BEEEF’s crucial role under Believe Artist Services is to deliver these outstanding musical tastes to listeners. We are confident this will be the first step in helping these new artists sign full contracts as professional musicians in the future.”
Everyone can now experience the fresh flavor of the indie pop scene through the “BEEEF CUT” project throughout 2026 on all major streaming platforms, and watch music videos on YouTube: @BEEEFTH.
