Sony Music Thailand has signed rising T-Pop stars Jaonaay and Jaokhun to a recording contract, furthering the label’s efforts to boost Thai artists on the global stage.
The duo, brothers and sons of Thai pop icon J. Jetrin Wattanasin, bring both bilingual appeal and a fresh Gen Z perspective to Sony’s growing lineup. This move comes as the major label continues to expand its influence in Southeast Asia’s rapidly developing music markets.
Jaonaay, who rose to fame at just 16, became a standout when his debut single “Kon La Chun” won Song of the Year at the 2018 Nine Entertainment Awards. Since then, he has made a name for himself both as an actor, starring in “Bad Genius: The Series,” and as a songwriter, penning the series’ hit track “Kong Rak Mai Dai.”
His younger brother, Jaokhun, has built his own reputation in Thailand’s competitive music scene by blending pop with hip-hop elements. His breakout single “Talay” helped solidify his status as an artist with crossover potential, and his interests in dance and fashion complement his musical career.
“We’re excited to work with Sony Music Thailand,” said the brothers. “It opens up a whole new world of creative possibilities. We’re ready to explore new sounds, challenge ourselves, and experiment with things we’ve never done before. With Sony’s global reach and strong legacy, their support will help us think bigger and bolder.”
Raised in Thailand’s entertainment industry and fluent in both Thai and English, Jaonaay and Jaokhun are expected to release new material in the latter half of 2025.
This signing comes as Sony Music Entertainment strengthens its Southeast Asian presence under newly appointed Managing Director Kevin Foo, who oversees the Thailand, Philippines, and Indonesia markets from Singapore. Foo, who began his role just last week, previously led RCA Records Greater China and Sony Music Taiwan.
“We’ve watched Jaonaay and Jaokhun grow as artists, and we’re thrilled to support their creative journey as they take the next step,” Foo said. “Together, they bring an exciting new energy to T-Pop, and we’re proud to help them create music that resonates across Asia.”
Shridhar Subramaniam, President for Asia and the Middle East at Sony Music, added: “Jaonaay and Jaokhun are redefining what it means to be an artist today. With their strong sense of self and passion for creativity, each has developed a unique sound and vision that extends beyond just music.”
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