Thai singer-songwriter and actor Jeff Satur, whose music has passed 2 billion streams, has signed with Universal Music Southeast Asia (UM SEA), the regional division of Universal Music Group, as he pushes to take T-pop to a global audience.
The first major release under the new deal will be Satur’s second studio album, slated for the second quarter of 2027. A debut solo stadium show in Bangkok will follow, and a world tour will run from late 2027 into 2028.
UM SEA will back Satur across a wide range of areas. That covers shaping his music and creative direction, marketing and publicity, building his audience, touring, business opportunities and collaborations with leading producers and artists. Satur was previously signed to Wayfer Records, part of Warner Music Thailand.
“At this point in my career, it was important for me to find a partner that truly understands my vision, one that can help me bring my ideas to life without losing what makes them mine,” Satur said. “I’m excited for Saturn to meet the Universe and begin the next chapter of creating without borders, because at its heart, music has always been my universal language.”
Satur, who also produces, is known for tracks including “Fade,” “Dum Dum,” “Hide,” “Ghost” and “Black Tie,” and has built a fan following across Asia, the U.S. and Latin America. His 2025 Red Giant Tour played Singapore, Indonesia, the Philippines, Japan, Hong Kong, Taiwan, Brazil, Chile, Mexico and Peru. At home, it included two sold-out shows at Bangkok’s Impact Arena, Thailand’s largest indoor arena.
This year, Satur was the first Thai artist to appear at Global Spin Live, a conversation-and-performance event at L.A.’s Grammy Museum, and to play live on “Good Day New York,” the TV program on New York’s WNYW Fox 5.
Adam Granite, CEO of Universal Music Group for Africa, the Middle East and Asia, said: “Jeff Satur is an exceptional artist whose creativity and international appeal reflect the enormous potential of Thai music today. This partnership reinforces our commitment to investing in high-potential Thai artists and helping them reach audiences around the world. We are delighted to welcome him to the UMG family and look forward to working with him to achieve even greater success on the world stage.”
Calvin Wong, CEO of Universal Music Southeast Asia and Korea and senior VP for Asia, called Satur one of Thailand’s most exciting and distinctive artists, with an impressive career and a passionate international fanbase. “We see tremendous potential to take his journey even further with the strength of UMG’s global network behind him,” Wong said. “We’re excited to work with him to expand his reach across Asia and around the world, and help him on his journey to becoming a global superstar.”