“Helen once said she had wanted to play at Fuji Rock for a long time,” said Boss, a member of KIKI.
From a humble vow with little expectation, fate eventually led KIKI (pronounced Kiki) to the Fuji Rock Festival stage in their fifth year of performing. This Japanese music festival, known as one of Asia’s biggest, took place last July and featured headliners and many international artists such as Khruangbin, Fuji Kaze, Hyukoh, Mogwai, Massive Attack, and Japanese Breakfast.
Looking back 5-10 years, it was not easy for Thai bands and artists to tour internationally and required significant trust and support. Thairath Plus invited KIKI, from Parinam Music label, consisting of Helen-Elena Amarantinc Panasuk, Boss-Purich Panasuk, and Non-Thanayon Saenglek, to discuss their special journey that changed their perspective on their musical path forever, and to talk about concerns over AI music trends.
It might not be entirely fate but rather KIKI’s consistent high standard that caught the eye of Fuji Rock’s lineup organizers, who happened to see them at a Wonderfruit concert. Their distinctive melodies and synth sounds led to an invitation email before they even realized it.
“We never know who’s watching us or when, and this opportunity didn’t come from far away—it happened right here in Thailand,” Boss said.
KIKI had performed internationally before Fuji Rock, including frequent tours in neighboring Indonesia, which has a strong indie music community. The farthest country they played in was France, where they were surprised to find audiences singing their songs. Still, Fuji Rock stands out as one of the first large-scale festivals they attended.
“Everything was very professional—from audience management to lineup scheduling. Not a single stage was delayed, even though it rained all day,” Boss said. “Despite carrying our gear through the rain constantly, we felt very safe.”
Beyond the crew’s professionalism, what amazed KIKI members even more—and what they mentioned repeatedly—was the “cleanliness” of the event.
“We barely saw any trash—it disappeared within minutes because people were constantly monitoring,” Boss said with surprise, noting that large-scale rainy events often struggle with waste management, unlike the usual perception of concerts littered with trash due to large crowds.
“People were diverse, coming from everywhere, but such matters depend on subconscious awareness. I think Japanese people are very well taught. Though every country is different, everyone there was very respectful,” Helen added.
“While walking around the festival and disposing of trash at bins with six or seven compartments for sorting, I saw someone drop small trash from their back pocket. The crew immediately picked it up. Even with the rain making things sticky, the site was incredibly clean.”
For a Thai band playing abroad, especially an indie group in their fifth year, this opportunity came unexpectedly fast. After Fuji Rock, their perspective shifted significantly.
“For Helen, it was something she once thought was nearly impossible—it actually happened. The door to opportunities has opened much wider, not only for KIKI but also for the Thai music scene,” Helen explained. “Just five years ago, very few believed in us. There weren’t many supporters. It seemed pointless because no one was listening, but we did it to prove ourselves—to overcome ourselves.”
“Once we achieved that, we felt that other dreams or doors could be pursued. As Non said, having a goal makes us think and find ways to reach it,” Boss added.
“Everything takes time. At least be honest with yourself and your listeners, and don’t give up,” Non concluded.
‘Wait A Minute’: The Latest Song Leading to the Fourth Album
KIKI released their new single ‘Wait A Minute’ in early July before heading to Fuji Rock. The song expresses a neutral feeling of uncertainty about life—a lingering emotion. It retains KIKI’s groovy style but differs by telling a simple story with a lighter tone. The song came together immediately after Helen heard its melody.
“We had been quite serious before, especially in the third album. I felt that relaxing a bit and writing about common, relatable topics—mainly love—would be nice. But this song portrays a funny kind of love, not a cliché,” Helen explained. “It also somewhat reflects my indecisive nature—sometimes wanting something, sometimes not—so the song feels like that.”
Boss said this song is part of their planned fourth album, expected next year. They want this album to follow their previous ones in being more self-indulgent, human, with less synthetic sounds, clearer live band presence, more live music feel, and less attachment to strict concepts in songwriting.
“Helen just wants the concept to be the last thing we think about, then examine each song to find the album’s core,” Helen said. “We want making music to be like a journey—telling stories about how we feel today. One day I want to write about love, the next about friends. It will be random and nonlinear, unlike before.”
The AI Music Trend and a Technology-Filled World
Right now, AI music is a hot topic as social media debates intensify. From labels producing AI artists to YouTubers compiling AI-generated hit songs and identity plagiarism, concerns rise. Though many listeners find AI music lifeless, some genuinely enjoy it. In this interview, we didn’t focus only on AI but asked KIKI about changes in Thailand’s music scene. Besides broader opportunities and musical diversity, they also addressed AI.
“I believe humanity is diminishing. I don’t think AI-created music can replace real artists. It’s not art,” Boss said. “But I must say, listening to AI music isn’t wrong.”
“It’s a matter of taste,” Helen added.
“It divides listeners. Those who like craft music follow certain bands; others who don’t care just listen to any AI music. Ultimately, there will always be fans for both,” Non explained.
“From a consumer viewpoint, it’s tough to say. We’re musicians with listeners—some like our crafted work, some don’t. Meanwhile, others listen to AI music because it’s still called music,” Boss said.
The most serious case involved Rasmee Verana (Rasmee Isan Soul), who found a user impersonating her on Spotify with a similar name and producing AI music clearly based on her style. This sparked much debate and calls for stricter platform measures.
“It’s not just Rasmee. Many others are affected but may not speak out. It’s so widespread it’s unavoidable, like fighting endless bots. When we ban one, they promptly upload new music again. Platforms and streaming distributors need to take responsibility,” Boss explained.
“This is the Dark Age of The New Age,” Helen laughed.
Discussing AI’s pros and cons led us to ask about today’s society, often described as heading toward collapse due to war and tech’s impact on human behavior, like Doomscroll or Brainrot. KIKI is quite aware of these issues.
“The good side is easier access to unlimited information with no barriers, which benefits knowledge seekers. But the bad side is endless too,” Boss responded quickly.
“It’s progress in some ways but regression in others. For me, technology moves forward, but humanity declines. New generations grow up facing multiple wars and pandemics,” Helen added.
“Online violence too. I only saw harsh things at 18, but now kids as young as 5 or 10 can encounter videos of killings or gun tutorials.”
We then asked about each member’s Survival Guide amid this chaotic world to avoid despair.
“Exercise?” Helen laughed. “I’m not sure if it’s a Survival Guide. Actually, Boss and I are homebodies, though it might not seem so. We treat our home like a playground—playing games, watching movies, no need to talk to anyone. We use social media but sometimes think ‘ignorance is bliss’—not knowing anything for a moment, just focusing on being at home together.”
“My Survival Guide is to find time to slow down from the internet—not too much because we work with it—and do something we like, maybe playing music or watching movies. Also, not comparing ourselves to others but using them as inspiration,” Boss said.
“For me, it’s home and music. I love playing every synthesizer. I explore sounds and create casually—that’s enough. I just need quiet time alone,” Non said.
At the end, we asked: If the band retires and reunites but can only play one song, what would it be?
“I choose ‘Alive,’” Boss answered.
“Boss, you thief,” Helen exclaimed. “It’s like looking back on life and, if you could write a letter to your past self, what would you say? Just keep fighting.”
“I’d pick ‘Get Up.’ By then, my knees might be bad, but it’s like telling myself to get up and play,” Non concluded, making the band laugh heartily.
Everyone can follow KIKI and listen to their latest single ‘Wait A Minute’ now on YouTube and major streaming platforms.