Jaonaay has a moment. The first single singer of Thai singer-songwriter under Sony Music Thailand, “Sweet Baby”, accumulated 11 million views on YouTube and 4.6 million Spotify flows, while reproducing a Tiktok dance challenge that even the K-Pop NCT NCT NCT NCT superstars joined during their recent tour in Thailand.
But for the 24 -year -old artist, born Jinjett Wattanas, viral success looks like a longer trip. “The goal of the song was really to realize myself as an artist, showing the sounds that I really wanted to present for the past seven or eight years that I have explored this industry,” he said Variety.
Jaonaay spent three to four months with producer Karn of Yeny Craft the Modern R&B Track, who captures white nights and new love race. The result is a smooth mixture of classic and contemporary elements, anchored by a Rhodes and superimposed piano with Jaonaay’s own vocal harmonization.
“We really want [the T-pop market] To enjoy it easily, “he explains.” And I thought that while I scrolled, more and more people started using it, dancing, putting it on coils and different other platforms. So I thought it is much more beyond that I was expecting. »»
“Sweet Baby” illustrates how modern artists must sail in the discovery of music focused on social media. Jaonaay approached the track strategically, targeting what he calls “an easy song in the system” that could connect with typical experiences of adolescent girls.
“I think it works very well, by combining with social media and all the platforms, because it really happened to them,” he notes. The success of the track has proven its instinct on the creation of entry points accessible for new audiences.
The artist previously explored romantic themes, especially with his Valentine’s Day duo in 2021 “February 14” with June, who won 34.5 million Spotify flows and has become a favorite on the reading list on the streaming platforms.
While Jaonaay recognizes the power of music and social media as a messaging platforms – particularly relevant given the turbulent political history of Thailand – it focuses first on artistic growth.
“I think at the moment, at this age, I think I still have a lot to learn,” he says. “So I think I’m still on a cruise and I’m trying to catch everything that is happening.
With the support of Sony Music Thailand and a Foundation in Pop R&B, Jaonaay is built towards his first full album while remaining open to gender exploration. Success, for him, simply begins: “Just to get my style and the first album of my life, I think anyone would like it for that.”
Jaonaay represents part of a new wave of Thai artists reshaping the global T-pop imprint. While K-Pop dominates international attention and the Copop of the Philippines is growing, he sees the moment of Thailand arriving naturally.
“I think talent and work have always been there,” he says. “It’s just the turning point and it’s just the cycle of the industry. So it’s a different tour. Maybe the spotlights must shine in different regions at different times. So I think it may happen at the time of T-pop.”
Music works in the family. His father is Jetrin Wattanas, a legend of the Thai music industry, although Jaonaay does frames that influence practically rather than romantically.
“I see him often spin, every day, and he plans three of his children. He built this thing. He sent all his children to school, ”thinks Jaonaay. “So I’m like, maybe it could become something that I also appreciate, because I see him taking care of his team. See the beauty of the work. See how respected it could be.”
The musical apple does not fall far from the tree in the Wattanas house. Jaonaay’s brother Jaokhun is also on the T-pop scene, creating what Jaonaay describes as “a very healthy competition”.
“It’s a fun thing to have someone just next to me to experience very similar things, but on a different style, so at least someone to talk to,” he said. “It’s also hot to have someone on the same trip.”
The multi-hyphenate artist, who started as a model before breaking 17 years with “Kon la Chan” (114 million YouTube views), is also open to the film industry of Thailand. “I would love it coming,” he said about potential actor opportunities.
For the moment, however, Jaonaay savor when his musical vision has found its audience. “I’m just there, grateful, very, very grateful for what’s going on right now, and I just have to prepare for the opportunities that are coming.”
