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Koktail Magazine
16 Aug 2024
Frank Herrgott’s career shows how being adaptable and passionate can lead to success. With a solid background in musicology from Berklee College of Music, Frank kicked off his journey in France, working with big name record labels including Sony/BMG. Moving to Thailand opened up a new chapter for him, where he joined the local music scene and worked with top Thai artists of that time including Koh Mr.Saxman, Toon Bodyslam, and Jennifer Kim.
The COVID-19 pandemic brought an unexpected chance for Frank to reconnect with his love for composing. In 2023, he released his 24 preludes in partnership with Yamaha Thailand, a project that highlights his musical talent and ability to adapt and thrive during tough times.
In a conversation at the announcement of Koktail’s Future List 2024, Frank shared his views on a range of topics, including the difference between soft and hard power. He explained,
“Soft power is all about media, music, and films—basically anything that falls under leisure activities. When people enjoy a concert or watch a series, that’s soft power. It’s called ‘soft’ because it’s easy and enjoyable to consume. Hard power, on the other hand, involves things that aren’t related to leisure or hobbies. So, soft power is about making your country’s culture and hobbies look cool and trendy.”
Looking back on his career shift before landing on the Future List, Frank reflected on how the pandemic pushed him to tweak his approach to both music and business.
“I’ve always been on a journey of self-discovery, and before COVID, I was in a different line of work. After the pandemic, the business world changed, so I had to adapt my music and promotion strategies. It’s pretty much the same as before but now with more technology and in tune with post-COVID way of living.”
Frank emphasised the importance of using technology and modern methods to stay relevant in today’s world.
When talking about Thailand, Frank highlighted the warm and welcoming nature, noting how many visitors are often tempted to extend their stay.
“One of the best things about living in Thailand is how many people come for a visit and end up staying longer. Lots of visitors loved it so much they didn’t want to leave. Thailand does a brilliant job of making people want to stay while also encouraging them to come back.”
Despite the challenges of living in a new country, Frank encourages newcomers to keep going, using the Thai phrase “สู้สู้” (suu suu), meaning “keep fighting.”
He said,
“If you’re thinking of staying in Thailand, which is an amazing place, be ready for a few challenges and remember the Thai phrase ‘suu suu’, as sticking around long-term can be tough, but it’s doable—I’ve been here for 10 years, so it can be done. Thai people are very friendly, and picking up the language can earn you an extra smile. Overall, Thailand is a fantastic place, and I still really enjoy it after all these years.”
If you’re keen to check out his work, have a listen to the Frank Herrgott & Friends project, where you’ll find his name in the song titles. The project’s first track with artist Stamp Apiwat, TuaAksorn, which offers a bit of encouragement for those dealing with social media comments. It’s been well-received for its heartfelt lyrics and the smooth blend of classic piano with modern pop-rock.
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