Making you discover exciting labels from around the world is also our job, here at Believe. That’s what our “Label Focus” is here for! Today, we’re bringing you one of Thailand’s finest pop music labels: smallroom.
Founded more than 25 years ago by four friends while they were architecture students, smallroom has been a loud and proud champion of the Thai indie pop and indie rock scenes since its inception, and has grown to become one of the most revered pop music labels in Thailand.
We spoke with Rungroche Uptampotiwat, one of the label’s co-founders and directors, to learn more about smallroom’s long and rich history and to understand how the label has become one of the pillars of Thailand’s bustling pop scene
While smallroom is highly recognized in Thailand, how would you briefly introduce and define the label to an international audience who might not be familiar with your work?
Rungroche Uptampotiwat: Smallroom was born out of our passion for international music from the 70s and 80s. In the early 2000s, we began exploring international pop labels, such as Bungalow Records in Germany or Escalator Records in Japan, which inspired us for our label.
We started by releasing compilation albums, drawing inspiration from the catalog numbering system of UK label Sarah Records. Afterward, we transitioned to full-length studio albums, beginning with the Thai alternative band สี่เต่าเธอ (See Tao Ther). We really started to consistently release full-length studio albums in 2006
Since then, our objective has been to cultivate a collective of artists tailored for the Thai music market. We still remain dedicated to the core philosophy of independent music—showcasing indie pop, indie rock, or any alternative genres that captivate us and that we wish to present to the world.
smallroom has been a cornerstone of the music industry for 27 years. What was the initial inspiration behind founding the label back in 1999, and how has it evolved or transformed over time?
Rungroche Uptampotiwat: Before smallroom, I had the opportunity to run another record label. We were only able to release two projects before having to shut down operations, because running a label back then required substantial budgets.
When we started smallroom, our primary objective was to build a record label that could generate a sustainable income. We scaled gradually, as the key challenge was figuring out how to grow without repeating these past financial mistakes.
We began with compilation because we knew that launching a full-length album for a band required a highly structured business system—including dedicated live booking operations and public relations processes. We officially integrated them in 2006.
To this day, our foundational philosophy remains unchanged. Though we have continuously expanded our operations, we maintain a highly disciplined approach to our budget. However, we do not avoid major investments; we still allocate significant capital toward projects we believe in, projects that we are confident will resonate within the Thai market, whether through music releases, concerts, or merchandise.
smallroom key dates
1999
2000
Who are the current artists signed to the label, and which prominent artists have you collaborated with in the past?
Rungroche Uptampotiwat: Currently, smallroom is home to approximately 28 artists, with Tattoo Colour and Polycat leading as our top-tier acts. We also have a roster of new-generation indie bands positioned to become highly popular in the alternative music scene, such as TOFU or Television off, an alternative rock band that we can see becoming one of our top three acts.
We are constantly scouting new talent. Concurrently, we signed two highly talented emerging female singer-songwriters last year: Jduck and gizzdear. We are guiding them both so they can build a solid foundation and win over a wide audience.
We remain committed to strategizing innovative approaches to ensure the continued popularity of our top acts, while also supporting other artists on our label so that they can become leading national artists.
Our objective has been to cultivate a collective of artists tailored for the Thai music market. We still remain dedicated to the core philosophy of independent music—showcasing indie pop, indie rock, or any alternative genres that captivate us and that we wish to present to the world.
Rungroche Uptampotiwat
Director, smallroom
Which music releases, projects, or concerts by smallroom over the years have left the most profound impact or been the most memorable for you?
Rungroche Uptampotiwat: It’s mostly concerts because there are so many! Among them are our 10th-anniversary and our 12th-anniversary celebration. We hosted them as free outdoor concerts right in the heart of Siam Square, drawing an estimated crowd of 8,000 to 10,000 attendees.
What was interesting about that era was that our fanbase largely consisted of minors. Fast forward to about eight years ago, we hosted a festival by the beach called “smallroom Holiday Party.” But the attendees – about the same number –
had grown into adults. It made me realize how our fanbase was organically transitioning.
And when we recently had our “smallroom Holiday Party Twenty-Fifth Year,” to celebrate smallroom’s 25th anniversary, it was very moving to see that our fanbase that now beautifully brings together both the new generation and our longtime listeners.
Another memorable milestone was Tattoo Colour’s concert titled “กาลครั้ง 5 Tattoo Colour Fest (Karn Krang Ha Tattoo Colour Fest)“ held at Impact Arena. It drew a crowd of 10,000 people per show, and tickets for both nights sold out within just two hours.
What is the next chapter for smallroom, and what upcoming projects should fans look forward to?
Rungroche Uptampotiwat: We are preparing for the largest concert in our label’s history. At the end of 2026, Tattoo Colour will play at Rajamangala National Stadium, one of Thailand’s largest stadiums. The event is set to accommodate over 60,000 fans, so we are fully committed to creating an unforgettable experience for everyone.
Admittedly, music from our label is often perceived as niche or alternative. But we have always believed that what starts as a niche can eventually capture the mainstream market. It has always been our philosophy. And this “Tattoo Colour” concert is striking proof of that.
So, our next step is to firmly uphold our foundational principle: operating a record label that delivers high-quality music that we are genuinely proud to present to the Thai music industry, while consistently maintaining our creative and operational standards. We would like to sincerely thank everyone for their continued support for smallroom.
smallroom artists
Tattoo Colour
Gizzdear
television off
The Richman Toy
Wav
Slur
Polycat
Dept
Death of Heather
Penguin Villa
Wadfah
Tofu
