KFC Launches Initiative for Thai Youth in Music Industry
KFC has partnered with We Are Social Thailand, a socially-oriented creative agency, and Warner Music to launch the KFC Bucket Search x WAVS 3 initiative aimed at providing young people in Thailand with pathways to careers in music. This collaboration merges two key projects: the KFC Bucket Search, which offers educational resources and societal reintegration for Thai youth in juvenile facilities, and WAVS, a community-focused initiative spearheaded by Warner Music that aims to empower aspiring artists through education and professional development in the music sector.
Innovative Digital Platform for Learning and Growth
The campaign strategy, brand partnership, and creative direction were spearheaded by We Are Social, which also developed an engaging branded space for KFC within the WAVS metaverse platform. This platform serves as a virtual community hub where users can learn, connect, and develop their skills at their convenience. Participants benefit from coaching, allowing them to brainstorm, create, and collaborate on music projects with their peers. The integration with a real-time streaming service enhances interactivity and accessibility in the creative process, removing geographical and financial barriers. This means that participants can engage with the program from virtually anywhere using a standard computer.
Strengthening Partnerships for Broader Impact
In its third year, We Are Social has successfully facilitated collaborations with brands such as L’Oréal, Maybelline, Garnier, and Marshall to support the WAVS initiative. The program is structured into three distinct phases: recruitment and live auditions conducted either in the metaverse or in person at Warner Music Studio; workshops where participants can build their virtual studios, connect with others, and learn both in virtual and real-life settings; and culminates in a live performance sponsored by brand partners.
Empowering Youth Through Music
Suhayl Limbada, the market lead and chief marketing officer for KFC Thailand, emphasized the project’s goal of empowering out-of-school youth. He stated, “We recognize the transformative power of music—not only as a form of entertainment but as a means of emotional healing and a pathway to new opportunities.” Limbada further explained that KFC’s decision to support this initiative stems from a desire to uncover shared values and foster the latent potential within individuals, enabling them to pursue their dreams. He described the partnership with We Are Social and Warner Music Thailand as a harmonious collaboration that elevates the KFC Bucket Search initiative to greater depths.
Creative Solutions to Real Challenges
Patt Nitikarn, managing director at We Are Social Thailand, remarked on the synergy of combining the KFC Bucket Search with WAVS. This partnership provides invaluable opportunities for out-of-school youth to acquire digital music skills, facilitating their journey toward a career in the arts and allowing them to reintegrate into society with dignity. Nitikarn highlighted We Are Social’s commitment to developing solutions that extend beyond traditional marketing, tackling genuine challenges in innovative ways. He noted that leveraging the metaverse for this initiative has created safe, accessible environments for participants who might otherwise be unable to join such programs due to geographic or financial constraints. The metaverse thus serves not merely as technology but as a secure platform that fosters opportunity and helps transform the aspirations of at-risk youth into reality.
