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Published on November 15, 2007

"I used not to like watching big shows [like concerts or big events] at all. I did not like crowded places at all. Instead, I liked watching art and drama films, because there were not too many people."

Boonperm Intanapasat recalls his feelings as a younger man, when he did not even dream that one day the biggest of shows would be his stock in trade.

Boonperm is managing director of RSi-Dream Entertainment, the show-business arm of major Thai entertainment company RS, and watching big shows has turned into one of his favourite activities. He has not only developed an enthusiasm for big events, but also learned to find professional work at such shows.

"I may have watched about 50 shows around the world, including plays, concerts and music festivals to Broadway shows. Most of them have been in Asia, particularly Japan, because its culture is similar to Thai culture. Not like Europe and the US," he says.

Boonperm, 39, has been in "showbiz" since 1999 when he joined BEC-Tero Entertainment as concert and event manager. He later moved to Matching Entertainment as general manager before taking the top position at RSi-Dream late last year when the company was established.

Never once did he dream of adopting such a career. He did not even like watching big shows.

"I liked to watch art films and plays, because there were not many people in the audience. I also used to perform in plays and took part in backstage work, but I did not end up on that career path, because at that time - 20 years ago - plays were not popular like they are today, and I would not have survived," he says.

He started working in 1988 as an account executive for Meitsu Thailand, with responsibility for creating marketing plans for about 50 products and corporate brands, including Hitachi, Konica, Suzuki, Total Access Communication, Heineken and Singha.

After nine years, he moved to event management at Grammy Social Vision, then to Social Coman before entering the world of showbiz for BEC-Tero Entertainment.

He helped organise the Sea Games in Chiang Mai, the International Trading Games and Events Festival 1996, a Robbie Williams concert, a Mariah Carey concert, the ATP Thailand Open, the Countdown Festival 2004-05, Miss Thailand World and the Ultraman Live world tour.

He says being an account executive for eight years helped him develop the logical thinking and work strategy necessary to build reputations and market products. This has significantly benefited his current career, because account executives and show organisers share similar ways of working and thinking. They both work in mass communications and differ only in terms of the type of business, he says.

"I need to look at the background, the objectives in positioning the products and selecting target groups, and then I must find the right marketing strategy," he explains.

Creating marketing plans for Japanese brands while he was an account executive also helped him become highly disciplined at setting strategies, because Japanese companies are always very strict in their work processes. The difference now is he is the product manager who owns the products, not simply designing marketing plans for other people's products.

Boonperm admits being a show-business executive is far more tiring than being simply an account executive. He must shoulder higher risks; but then there are higher returns. In managing showbiz, he must be good at reading and analysing market trends. Markets, consumer behaviour and products need to be studied in depth and then all details carefully analysed.

"Showbiz has entered an era of content marketing. Different shows have different content. If you have good content, you will attract sponsors. Content can also be categorised into smaller segments. For example, music shows can be rock, pop or jazz, while cartoon shows can include challenging shows and family shows," he explains.

He uses three criteria for selecting shows. First, the performers or shows must be "in trend". Second, performers and shows should be well known. And third, performers and shows should be what Thai audiences want. Nevertheless, there is much that remains beyond a manager's control. If it is an international show, it can be cancelled, right up to the last minute.

Boonperm says show organisers in Thailand are as good and professional as those in any other country. Everyone involved in organising shows must be highly disciplined; otherwise, shows will not succeed.

"My favourite show is the Fuji Rock Festival in Japan. They have several hundred thousand in the audience, and all parties - organisers, performers and the audience - are highly disciplined and very punctual," he says.

Boonperm says one barrier to show business in Thailand is the lack of government support in terms of both finance and availability of facilities.

"The government often thinks international artists come here simply to earn huge money, but actually it's another way of sharing [human] experience", he says. "One factor that drives the success of the Fuji Rock Festival is support from the Japanese government. I believed if the government here gave enough support, Thai event-arrangement standards would certainly be uplifted."

And will he arrange an event in Thailand similar to the Fuji Rock Festival?

"I'm afraid I would be too old by that time," he says, adding that it would not be easy.

Meanwhile, he has another dream he believes will offer high potential within five years: "edutainment" events for children, featuring specific means of enabling kids to remember knowledge imparted at such events.

Whatever his dreams, Boonperm finds great happiness in creating shows that create happiness and leave audiences feeling warm emotions.

Nitida Asawanipont

 The Nation