Development of Mor-Lam Business Model

Main Article Content

Sirichai Tupkhwa
Somkhit Suk-erb


          The aim of the study was to investigate understanding of the development of The aim of the study was to investigate understanding of the development ofMo Lam Moo business (Northeastern–style singers) The research was determined to 1) to study the background of northeastern–style singers 2) to survey the condition of the format of the performance 3) to dissertation of the guidelines to develop the model of Mo Lam Moo performance. The target group consists of 7 groups of Isan style band in Khon Kaen, Kalasin, Maha Sarakham, Nakhon phanom district.

          The findings were as follows: 1) The history of Northeastern–style singers has long. It is developed from reading about Isan literature, then put the melody to make harmonious.2) The issue of display format comes from lack of systematic management due to the members of the Mo Lam Moo band has no experiences and expertise in singing and dancing. Furthermore, sickness from continuous working made them tired and unable to develop the new style of playing. Besides, the show equipment and nature disaster caused the band greatly. 3) The way to update the northeastern style singers depend on applying the former style with modern style to create the new and innovative to the audiences. Tha new stage, modern costume, the props to the scene that easy to kept including the transportation to places. Poetry in literature focus in the folk verse of Isan. The story of playing should reflect lifestyle and tradition of Isan people. The dancing style must be modern rely on dancer teacher. The management of the budget should rely on information to save the expenditure and revenue.

          The way to promote the show should rely to the social media by recording audio and video recording for gaining more adventages. The disquistion suggest that the leader is the most important in force of development since they have a long experience in workplace.

Article Details

How to Cite
Tupkhwa, S., & Suk-erb, S. (2019). Development of Mor-Lam Business Model. Journal of Cultural Approach, 20(37), 25–36. Retrieved from
Research Article


[1] Baumgarten, A. (1954). Meditationes Philosophicae De Nonnullis Ad Poema Pertininentibus, In Aschenbrenner, T. R. K. & Holther, W. B. (eds). Reflections on Poetry. Berkeley: University of California Press.

[2] Nasusin, Surapon. (2007). Development of Lam Ruang Tor Klon Performance in Khon Kaen Styled, Rabeabwatasin Band, Khon Kaen Province. Mahasarakham University.

[3] Sanpradit, Kitisak. (2009). Guidelines for Isan Lam Ruang Tor Klon Performance Potential Development Appropriate to Culture and Economy. Ph. D. Thesis in Cultural Science, Mahasarakham University.

[4] Ubollert, Supawan. (2007). Development Models of Disseminating Isan Folk Arts, Culture, Music and Performance of the Dramatic Art Colleges. Ph. D. Thesis in Cultural Science, Mahasarakham University.

[5] Thammawat, Jaruwan. (1983). Folklore. Bangkok : Aksorn Watthana.

[6] William, P. (1977). Music Culture of the Pacific, the Near East, and Asia. 2nd ed. Englewood, New Jersey: Prentice Hall Inc.