Flying high, rocking low

A VETERAN OF the advertising world with more than 20 years experience to his credit, Patee Sarasin knows what it takes to make a product popular. Take Thai low-cost airline Nok Air as an example. Under his leadership – Patee took the reins as chief executive in 2004 – it has witnessed constant growth in sales and passenger numbers and is now flying to several destinations both at home and in the region. 

But while Patee enjoys his job, his main love is music. He recently released his first album “Feels High” with Tanapat “Prode” Mathayomchand under the name PP Project and is now planning to use his airline to introduce Thai artists to other countries in Asia.

He recently took time out from his busy schedule to chat with The Nation.

 

WHEN DID YOUR INTEREST IN MUSIC START?

When I was a kid, so I guess about 1965. The first song I ever listened to was “Heart of Gold” by Neil Young. I started taking guitar lessons with my cousin at Yamaha soon after, though I am mostly self-taught. 

 

WHERE DOES YOUR MUSICAL INSPIRATION COME FROM?

From all the bands I have seen! I must have been to more than 200 concerts around the world, big names and well as less-known outfits. Even today, live music inspires me.

 

WHO’S YOUR IDOL AND WHY?

My idols have changed over time. I adored Deep Purple as a teenager then got into the Eagles. I moved on to David Bowie, Led Zeppelin, Genesis, Foreigner and U2 and now I listen to Muse. I like their sound: it’s alternative rock and quite different from what others are doing. Their inspiration comes from classical music.

 

DID YOU DREAM OF BEING A FAMOUS MUSICIAN?

I did dream of performing live in front of an audience and I’m doing that now but no, I can’t say I really dreamt of being a musician. Music was supposed to be a hobby and I enjoyed it as a hobby. I never really wanted to take up professionally. I guess I knew it wasn’t going to make me much money.

 

HOW HAS BECOMING AN ARTIST IN YOUR OWN RIGHT AND RELEASING “FEELS HIGH” AFFECTED YOUR IMAGE AS CHIEF EXECUTIVE OF NOK AIR?

Music draws people together and this is what has happened with Nok Air. We have been performing live around the country for the last three or four years and our presence on stage has become part of the airline’s brand image. The album has obviously created new momentum and is generating more interest in the Nok Air brand in terms of music.

 

IS TAKING PART IN MUSIC PART OF YOUR PLAN FOR NOK AIR?

Very much so. When I launched the free concerts five years ago, I thought of them as a unique sales pitch that would draw more customers. And they do. We play to a capacity crowd in different cities. The shows make people happy and smile. That’s the whole idea.

 

HAVE YOU EVER THOUGHT ABOUT PUTTING TOGETHER A NOK AIR BAND AND ROPING IN THE FLIGHT ATTENDANTS?

No, not yet but one of our crew, “Nok Ieb”, sang back up for Joe Nuvo and Boy Peacemaker at their last concert.

 

WHERE DO YOU FIND THE INSPIRATION TO WRITE SONGS?

I’ve written songs since I was a kid though mostly for fun. I started taking writing more seriously after Prode told me I was capable of doing it. I’ve started writing Thai songs too but English is still easier for me as it’s the language I’ve been speaking all my life.

 

WHAT MAKES YOU FEEL HIGH?

My son! I feel high when I hold him. I thought of him when I was writing the song and the words flowed naturally.

 

TELL ME ABOUT “JUST A DREAM”, THE SONG USED FOR NOK AIR’S TV COMMERCIAL.

“Just a Dream” was written in the air – on the special Dreamliner flight to Singapore organised by Boeing in fact. The words just came to me and it seemed right for the Nok Air brand.

 

ARE YOU STILL THINKING ABOUT HOLDING A NOK AIR MUSIC FESTIVAL IN ASIA?

It’s certainly an idea. Music has no barriers and I think it would bring people closer to the brand as well. 

 

YOU ARE KNOWN FOR COLLECTING GUITARS. HOW MANY DO YOU HAVE NOW?

I have 28 guitars. I have a Gibson Les Paul, a Gibson Standard, Fenders, lots of Fenders, and an EVH. I recently started using a Manson guitar and loved it so I am now having them custom-made for me. The Manson guitar is very well designed in every respect. I’ve also made contact through Instagram with an English luthier who makes no more than one or two guitars. He is now in the process of designing a personal guitar for me now. That’s quite exciting.

 

WHAT IS YOUR MOTTO?

My motto is to be always innovative, always fun, always smiling and always creative. That’s the reason I started linking the music and airline industries. We’re never going to be No 2 in people’s minds. We’ll always be No 1.