Molam Performance Costumes: A Synthesis of Network Management of Isan Performers

Molam artists are resourceful in memorizing lyrics and have great creativity in utilizing indigenous knowledge in regards to their performance costumes and poems. Molam costumes, ornaments, dances, poems and the continuous development of the folk art have coexisted with Isan society since past to present. The costumes and performances of each group must be distinct from each other to please audiences in order to receive higher ratings and continuous employment. Manufacturing of Molam costumes in the past did not exist and artists wore traditional outfits that reflected the livelihood and lifestyles of Isan communities. Contemporary Molam costumes are now more diverse and some highly provocative due to consumer trends and capital market. Molam artists have to innovate according to the social value of audiences which currently favors Looktung (Thai country music), Movies, Television and Likay/Like. Many Molam managers choose provocative outfits for their artists and choose to neglect decency and traditional social values which will ultimately destroy the cultural identity of indigenous costumes. Molam artists currently require frequent, unique and diverse innovations in costumes with vivid colors. Molam managers must personally manage the group by procuring costumes, clothing, ornaments and other necessities which require large investments which create obstacles in the form of business debts, missing items, damage clothing, inadequate supply, limited source of local costume vendors and face heavy competition from other forms of entertainment. Network marketing of Molam costumes is essential for the survival and revitalization of indigenous art such as Molam. Network marketing can provide sufficient materials and items for Molam artists and is a holistic network management. Primary factors for the synthesis of Network Marketing for Molam costumes are the six types or sets of costumes for each artists which are 1)The Protagonist, 2) Secondary Characters, 3) Minor Roles/Extras, 4) Musicians, 5) The Joker/Jester and 6) The Lead Singer. Secondary factors are the combination of 1) Retail, 2) Rental and 3) Manufacturing. The success factor is the sincere cooperation and unity of Molam costume business owner in sharing experiences, knowledge and resources.