Thailand's music industry faces structural challenges despite clear potential among local artists. Wichian Ruekkhaipaisal, former Genie Record executive, examines why talented Thai musicians often launch internationally first (e.g., Lisa, Milli) before domestic success. Two key factors: different market behaviors and higher revenue splits on foreign platforms, plus limited domestic media reach. However, individual artists like Nene Royal demonstrate that skill and personal dedication can overcome structural barriers. More importantly, Wichian highlights the economic "spin-over effect"—artists serve as country ambassadors, driving tourism and soft power value beyond direct music industry revenue, making investment in music ecosystem development strategically significant.