When mentioning hit songs such as “Before I Die” , “Playing High-Stakes” , “Yam” or “Magic Rope” these melodies and lyrics are likely to linger in many people's memories, allowing them to sing along effortlessly. Behind the success of these legendary songs lies the extensive experience of members from Thailand’s leading rock bands.
Few would be unfamiliar with “Pongpan Polsit” known as Oak Big Ass, a highly skilled bassist who contributed to creating immortal rock music, and “Nattanon Srisaranon” known as Sommay Labanoon, a dynamic drummer who has been a key force driving their bands’ success through numerous hit songs.
Today, both have moved beyond performing on concert stages, stepping into executive roles within the music industry. Their journey began humbly with a desire to organize concerts that revive the spirit of 2000s rock and metal, eventually leading to the founding of “VOM RECORDS”, a record label that was never initially focused on business profits but driven by passion and joy in doing what they love, becoming one of the most notable music labels of this era.
This is the fascinating path of “Sommay Labanoon” and “Oak Big Ass,” two musicians who transformed from stage artists to executives!
Of course, shifting roles from front-stage performers to behind-the-scenes executives is not easy. Both admit they had to start from zero in business terms, but what sets them apart is "an understanding of musicians' perspectives."
“The advantage is that we truly understand what musicians need to make a show perfect. The downside is we tend to spoil artists a lot because we want everyone performing with us to receive the best possible support, so they can pass that energy on to the audience,” Sommay Nattanon explained the challenges.
To ensure long-term business survival, they had to learn marketing, public relations, and artist management. They structured VOM RECORDS as a comprehensive ecosystem—from managing nine signed bands to operating as a production house and concert promoter.
They focused investments on their own equipment and studios to control costs, allocating budgets instead to branding and the quality of music videos. This strategy aimed to make VOM RECORDS synonymous with rock/metal music and Rock Alarm known as a premier international-level rock festival.
Regarding Rock Alarm, this new venture began from a small spark of passion and a desire to revive the 2000s rock and metal music atmosphere. Nattanon Srisaranon (Sommay), drummer of Labanoon and co-founder of VOM RECORDS, Rock Alarm, and the Vorm Team, recounted that in 2018, the Rock Alarm project was born from a yearning for the heyday of intense music. He simply wanted to awaken that energy once more. Remarkably, Rock Alarm has since reached its seventh edition and become a landmark event for rock fans.
Meanwhile, Pongpan Polsit (Oak), bassist for Big Ass and co-founder of VOM RECORDS, Rock Alarm, and the Vorm Team, added that Rock Alarm is not just an ordinary concert but a strong niche community. Its fans have "heart" and are willing to financially support rare or unique shows unavailable elsewhere. This means they don’t compete with others but compete with themselves to create work that resonates most deeply with listeners.
This year, Rock Alarm expanded its scale significantly with four stages and over 36 bands, offering tickets at affordable and reasonable prices for the current era. Excitingly, the audience is getting younger: from a previous fan base mostly aged 20 to 50, teenagers as young as 18 are now joining the fun. It is expected that more than 10,000 people will attend this year’s event.
Sommay Nattanon further stated that the behavior of younger audiences has changed significantly. They do not just attend concerts; they choose events where they feel a sense of identity, where their tastes are reflected, and where they get value for every baht spent. If we can make them feel “this is their place,” success follows easily because there is a vast number of rock music lovers in Thailand ready to unleash their energy.
“The ultimate goal is to make Rock Alarm an international-level rock festival that can compete with any in ASEAN,” Sommay Nattanon said, “so Thai people won’t have to travel abroad to attend rock music festivals anymore, while also stimulating the local economy.”
When asked about the financial stability of musicians today, they noted that music trends and inflation require sound financial planning. According to Sommay Nattanon, he does not focus solely on music but reinvests income into other businesses such as real estate development (building houses for sale), running a record label, and operating studios to diversify revenue streams.
As for Oak, Pongpan divides investments into two parts: 1. asset investments like Bitcoin and gold, and 2. investments in knowledge by studying sound and new technologies to enhance his work. He also uses some funds for passions like opening a music rehearsal studio, while saving 10-30% of income.
. Both Oak Big Ass and Sommay Labanoon
reflect that beyond the music and stage lights, the true happiness for rock musicians is connecting emotionally with their audience. Seeing the smiles and energy from dedicated fans is a reward far greater than money. The key is doing what they love while seeing their team and loved ones happy, with the ultimate success being able to support their families through this career.
In terms of maintaining stability, managing both “emotions” and “finances” is essential. Musicians often make decisions guided by feelings, so having a partner or family member to provide balance and keep them grounded is crucial for a balanced life. At the same time, financial discipline cannot be overlooked. Saving 10-30% of income is not only for retirement but also as capital for learning and creative development, ensuring the rock spirit grows sustainably in the real world.
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