Jaonaay on T-Pops global rise, family heritage and viral success


Jaayaay have a moment. The Thai Song Writer’s debut single under Sony Music Thailand, “Sweet Baby”, has taken up 11 million Youtube views and 4.6 million Spotify streams, while he made a Tiktok dance challenge that even K-Pop Superstars NCT Dream joined their latest Thailand tour.

But for the 24-year-old artist, born Jinjett Wattanasin, Viral success feels like validation of a longer trip. “The purpose of the song has really been to fulfill me as an artist and shows the sounds that I really wanted to present in the last seven or eight years that I have explored this industry,” he says Amount.

Jaonaay spent three to four months with producer carn by Yented who created the modern R&B track, which captures the sleepless nights and competition thoughts on new love. The result is a smooth mix of classic and modern elements, anchored by a Rhodes piano and layered with Jaona’s own vocal harmonizations.

“We really want the (T-pop market) to enjoy it easy,” he explains. “And I thought that while I was browsing, more and more people began to use it, dance to it, put on rolls and different other platforms. So I thought this is far more than I expected.”

“Sweet Baby” exemplifies how modern artists have to navigate in social media -driven music discovery. Jaonaay approached the track strategically and aimed at what he calls “a simple song into the system” that could join typical teenage experiences of love.

“I think this works really well and combines with social media and all platforms, because it really came to them,” he notes. The success of the track proved his instincts right to create available entry points for new audiences.

The artist has previously explored romantic themes, especially with his 2021 Valentine’s Day duet “February 14” with Juné, which has received 34.5 million Spotify streams and has become a play list favorite over streaming platforms.

While Jaonaay recognizes the power of music and social media as platforms for messages – especially relevant considering Thailand’s turbulent political history – he is first focused on artistic growth.

“I think right now, at this age, I think I still have a lot to learn,” he says. “So I think I’m still crossing and trying to catch everything that comes on the road. So I think maybe in the near future, I would definitely participate in everything.”

With Sony Music Thailand’s support and a foundation in Pop R&B, Jaonaay builds against his first full album while he remains open to genre explore. Success, for him, simply begins: “Just to get my style and the first album ever in my life, I think someone would want it for it.”

Jaonaay represents part of a new wave of Thai artists that transform T-pop’s global footprints. While K-pop dominates international attention and P-pop from the Philippines, he sees Thailand’s moments arrive naturally.

“I think the talent and work were always here,” he says. “It’s just the turn and it’s just the industry’s bicycle. So it’s different. Maybe the limelight must shine on different regions at different times. So I think it might come towards T-pop’s time.”

Music runs in the family. His father is Jetrin Wattanasin, a legend in the Thai music industry, although Jaonaay frames that affect practically rather than romantic.

“I see him tour often, every day and he provides three of his children. He built this thing. He sent all his children to school,” reflects Jaonaay. “So I’m like, maybe this can be something I like, because I see him take care of his team. See the beauty of the job. See how respected it can be.”

The musical apple does not fall far from the tree in Wattanasin -household. Jaona’s brother, Jaokhun, also rises in the T-pop stage and creates what Jaonaay describes as “a very healthy competition.”

“It’s a fun thing to have someone next to me who experiences very similar things, but in a different style, so at least someone to talk to,” he says. “It’s hot to have someone on the same trip too.”

The multi-hyphenated artist, who started as a model before he broke through at 17 years with “Kon la Chan” (114 million Youtube shows), is also open to Thailand’s film industry. “I would love it to come,” he says of potential supply opportunities.

But at the moment Jaonaay enjoys the moment his musical vision found his audience. “I’m just here, grateful, very, very grateful that this is happening right now, and I just have to get ready for the opportunities that come.”



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