Sony Music Thailand has signed rising T-Pop stars Jaonaay and Jaokhun to a recording deal, marking another strategic move in the label’s push to elevate Thai artists internationally.
The brothers, sons of Thai pop legend J. Jetrin Wattanasin, bring bilingual appeal and Gen Z sensibility to Sony’s roster as the major label continues its expansion across Southeast Asia’s burgeoning music markets.
Jaonaay, who shot to prominence at just 16 when his debut single “Kon La Chun” nabbed song of the year at the 2018 Nine Entertainment Awards, has since built credits both on-screen and behind the scenes. The multihyphenate appeared in “Bad Genius: The Series” and penned its soundtrack cut “Kong Rak Mai Dai.”
His younger brother Jaokhun has carved his own lane in Thailand’s competitive music scene, blending pop with hip-hop elements. His breakout track “Talay” helped establish him as a performer with crossover potential, with interests spanning dance and fashion complementing his musical output.
“Working with Sony Music Thailand opens a whole new world for us creatively,” the brothers said. “We are ready to explore new sounds, push ourselves, and try things we have never done before. With their global reach and strong legacy in shaping music worldwide, Sony Music Thailand’s support will push us to think bigger and bolder.”
The siblings, who grew up immersed in Thailand’s entertainment industry and are fluent in both Thai and English, are expected to drop new material in the latter half of 2025.
The 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 his Singapore base. Foo stepped into the role just last week after previously heading RCA Records Greater China and Sony Music Taiwan.
“We have watched Jaonaay and Jaokhun grow as artists over the years, and we are excited to support their creative ambitions as they take the next step,” Foo said. “Together, they bring a fresh, exciting dynamic to T-pop, and we are proud to support them in creating music and listening experiences that resonate well across Asia.”
Shridhar Subramaniam, president for Asia and Middle East at Sony Music Entertainment, to whom Foo reports, added: “Jaonaay and Jaokhun are redefining what it means to be an artist in today’s world with their strong sense of self and a passion for creative expression. Each has crafted a unique sound and a creative vision that spans beyond just music.”