Sony Music Bets Big on Thai Pop, Signs A Sibling Power Duo

In a bold move that’s got Thailand’s music scene buzzing, Sony Music Thailand has just signed the sibling duo Jaonaay and Jaokhun. The deal underscores how Sony is doubling down on Thai talent, and not just for local fans, but with an eye on global reach.

This isn’t a random gamble, Sony Music has been steadily expanding its Southeast Asian operations. In fact, they opened a fully-fledged office in Bangkok in 2023, transforming it into a creative hub for A&R, marketing, business development and more. With streaming fueling double-digit growth in Thailand’s music revenues, and with Thailand becoming one of the fastest-growing music markets in Southeast Asia, it’s the perfect time for a global label like Sony to double down.

For Sony, signing Jaonaay and Jaokhun isn’t just about investing in two rising stars, it’s about embracing a new wave of Thai pop (T-Pop) that blends local flavor, Gen Z sensibilities, and international appeal. The message is clear: Thai artists aren’t just for Thailand anymore.

Meet the Brothers: Jaonaay & Jaokhun

Jaonaay (Jinjett Wattanasin)

• Full name / Background: Jinjett Wattanasin, aka Jaonaay, eldest son of legendary Thai pop icon Jetrin Wattanasin.

• Breakout moment: At just 16 years old, his debut single Kon La Chun became a smash hit, even winning Song of the Year at the 2018 Nine Entertainment Awards.

• Versatile talent: Beyond singing, Jaonaay has acted, notably appearing in Bad Genius: The Series, and contributed to its soundtrack with the track Kong Rak Mai Dai.

• New chapter: With Sony Music Thailand backing him, Jaonaay is exploring fresh sounds. His first new single under the label, an R&B-flavored track called Sweet Baby, dropped in mid-2025, marking the start of a new era.

Jaonaay is the kind of artist who mixes pop and R&B with a Thai sensibility and global polish, a perfect bridge between local roots and worldwide aspirations.

Jaokhun (Jakkapat Wattanasin)

• Full name / Background: Jakkapat Wattanasin, aka Jaokhun is the younger brother of Jaonaay.

• Musical style: Jaokhun brings a different vibe: he blends pop with hip-hop influences, delivering songs with catchy melodies, dance-ready rhythms, and a strong connection to Thai Gen Z culture.

• Signature track: His hit single Talay has helped cement his reputation as a rising force in Thailand’s evolving pop scene, one that thrives on versatility and crossover appeal.

• Beyond music: Jaokhun’s passion for dance and fashion feeds into his stage presence, making him a visually dynamic performer, not just a singer.

  
  

Together, Jaonaay and Jaokhun bring complementary strengths, with one being more a pop-R&B/acting hybrid and the other a pop-hip-hop energy with street-style flair, offering Sony Music Thailand a broad palette to work with.

The Importance of this Signing for Thailand & Beyond

• A golden era for T-Pop: With streaming booming and Thai audiences embracing a variety of genres, now is a prime moment for Thai artists to break out. Labels are recognizing that local talent can resonate globally.

• Global ambitions: Sony’s investment isn’t just local, their infrastructure and international reach means artists like Jaonaay and Jaokhun could easily attract attention beyond Thailand, perhaps from other parts of Asia or globally.

• Cultural crossover: The siblings, both fluent in Thai and English, reflect an artist profile built for bridging cultures. Their heritage and modern influences make them ideal candidates for a new generation of global pop artists.

• Creative growth: With access to Sony’s resources, high-quality production, marketing power, and potential array of global talent collaborations, the brothers may be leading the way into their biggest creative chapter yet.

  
  

What’s Next: Brace for New Music, Bigger Dreams

The duo is expected to drop fresh music in the second half of 2025 under Sony Music Thailand’s banner. Fans can look forward to seeing how both brothers evolve: whether Jaonaay leans deeper into R&B and songwriting, Jaokhun pushes into dance-pop and hip-hop, or, most excitingly, they collaborate together.

Their signing is a signal that shows that Thai pop is ready to step onto the global stage with confidence, flair, and heart.