Live Music Truck: The Popularity of Community Activities in the Northeast of Thailand

Abstract

Live music truck is a social phenomenon found in festive activities in the
Northeast (Isan Region) of Thailand. The purpose of this paper was to study
background and development of live music truck, the popularity of community
activities in which the live music truck is used in a northeastern province of Thailand. The study employed a qualitative research methodology. The data was collected by implementing in-depth interviews with five community leaders, five
knowledgeable locals, ten local people, and five life music truck owners. The
participant and non-participant observations were also used. The obtained data
was analyzed by using content analysis. The results found that the live music truck was created by adapting existing cultural heritage to social changes, media, and modern technology by combining the prominence of music cultures, such as folk musical instruments, and music performance in local festivals in the Northeast. This adjustment aimed to create a new form of entertainment that served the needs of people in the local community and other areas. Implementing the new media drew attention from many people from inside and outside the community to participate in the activities and way of life of the Isan people, who use music for rites of passage, calendars, and rites of social festivities. Throughout the last decade, the live music truck's popularity has steadily increased.