The adaptation of Mor Lam troupes in the era of digital transformation

Abstract

This research explored the adaptation of Mor Lam troupes in the era of chang into a digital transformation, with two main objectives: 1) to study the adaptation of Mor Lam in the era of change to the digital age and 2) to study the fan management of Mor Lam in the digital era. The qualitative research method was employed by utilizing in-depth interviews with 15 individuals across six Mor Lam: Prathom Banterngsin, Seang Isan, Rabiab Wathasin, Saonoi Petch Banpaeng, Rattanasin Inthathairat, and Sinlapin Phuthai.The findings revealed that 1) the adaptation of Mor Lam to the digital era involving: 1.1) Strategic effort to maintain and to present their unique identity in alignment with societal changes and 1.2) Mor Lam bands in the digital age have adapted their marketing and communication strategies. And 2) managing Mor Lam fan clubs in the digital age included: 2.1) Regularly interacting with fan groups both on stage and on social media, and 2.2) Listening to fan opinions in order to develop and improve performances to reach audiences and fans of all ages.