The Process of Career Management for Moh Lam Ruang Tor Klon Artists in Northeastern Thailand

Abstract

The molam rueang tor klon performance tradition is a major kind of intangible cultural heritage in Northeastern Thailand. Despite their cultural relevance, artists in this field have faced significant hurdles as a result of socioeconomic change, shifting consumer tastes, and fast digitalization. The purpose of this research is to (1) look into the historical evolution of the molam rueang tor klon profession, (2) assess its present circumstances and key obstacles, and (3) investigate career management techniques among performers in Northeastern Thailand. A qualitative research design was used, which included documentary research and substantial fieldwork. Data were gathered from 70 key informants via survey guides, participant and non-participant observations, organized and unstructured interviews, and focus group discussions. The data were analyzed using both descriptive and interpretative methodologies. The data show that the profession has progressed through seven historical phases over the last eighty years, indicating a constant adaptability to changing social, economic, political, and technical environments. While the present industry has seen great changes in artist demographics, performance innovation, internet marketing, diverse revenue streams, and career management, substantial obstacles still exist. These include unpredictable income, dwindling social recognition, restricted intergenerational knowledge transmission, a lack of digital capabilities among senior artists, and insufficient long-term institutional support. The research also highlights seven categories of career management used by modern performers: self-management, performance management, resource management, marketing and customer relationship management, network building, risk management, and strategic career planning. Digital channels, particularly social media, have become critical tools for audience engagement, cultural distribution, and revenue diversification. The study concludes that the long-term viability of the molam rueang tor klon profession is dependent on balancing cultural preservation with innovation, strengthening professional competencies, improving digital capabilities, establishing systematic knowledge transmission, and enacting integrated public policies that support both cultural heritage conservation and sustainable creative careers.