KFC Partners with We Are Social Thailand and Warner Music for Youth Music Initiative
KFC has joined forces with the socially-driven creative agency We Are Social Thailand and Warner Music to launch the KFC Bucket Search x WAVS 3 initiative, aimed at empowering Thai youth with career opportunities in the music sector.
This innovative project merges two significant efforts: the KFC Bucket Search, which offers educational resources and reintegration opportunities for Thai youth in juvenile facilities, and WAVS, a community initiative by Warner Music that supports aspiring artists nationwide in accessing education and professional growth within the music industry. We Are Social played a crucial role in orchestrating the partnership and developing the campaign strategy and creative elements, which included the creation of an engaging branded space for KFC within the WAVS metaverse platform, also designed by the agency.
The WAVS metaverse platform allows participants to connect, learn, and develop skills at their convenience from any location. Through this platform, users receive mentorship from industry coaches and can collaborate, compose, and share music with their peers. The platform’s real-time integration with streaming services enhances the interactive nature of the creative process, making it more accessible. This technology effectively removes geographical and financial obstacles, enabling participants to access the platform from virtually any standard computer.
Entering its third year, We Are Social has also facilitated partnerships with brands such as L’Oréal, Maybelline, Garnier, and Marshall to support the initiative. The program is structured in three distinct phases: recruitment and live auditions conducted either in the metaverse or in-person at Warner Music Studio; workshops where participants can establish their virtual studios, engage with the community, and learn in both virtual and real-life settings; and a live performance sponsored by the brand partners.
Suhayl Limbada, market lead and chief marketing officer for KFC Thailand, expressed, “This initiative aims to unlock the potential of youth who are out of school. We recognize the transformative power of music—not only as a source of entertainment but also as a means for emotional healing and a pathway to new opportunities.” He further noted that KFC’s commitment to this project stems from a vision of discovering shared values and igniting the hidden potential within each individual while nurturing their dreams. The collaboration with We Are Social and Warner Music Thailand creates a powerful synergy that elevates the KFC Bucket Search initiative to new heights.
Patt Nitikarn, managing director of We Are Social Thailand, remarked, “The collaboration between KFC and WAVS represents a perfect match. Together, they are providing invaluable opportunities for out-of-school youth to acquire digital music skills, enabling them to pursue careers as artists and reintegrate into society with dignity.” He added, “At We Are Social, we strive to create solutions that extend beyond marketing to address real-world challenges in innovative and impactful ways. Utilizing the metaverse for this project has allowed us to establish safe and accessible environments for participants who might otherwise be unable to engage in such programs due to financial or geographical constraints. The metaverse is not merely a technological tool; it serves as a secure space that fosters opportunities, turning the aspirations of at-risk youth into attainable realities.”
