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Jaonaay is having a moment. The Thai singer-songwriter’s debut single under Sony Music Thailand, “Sweet Baby,” has racked up 11 million YouTube views and 4.6 million Spotify streams, while spawning a TikTok dance challenge that even K-pop superstars NCT Dream joined during their recent Thailand tour.
But for the 24-year-old artist, born Jinjett Wattanasin, viral success feels like validation of a longer journey. “The purpose of the song has really been to fulfill me as an artist, showing the sounds that I really wanted to present for the past seven or eight years that I’ve been exploring this industry,” he tells Variety.
Jaonaay spent three to four months with producer Karn of Yented crafting the modern R&B track, which captures the sleepless nights and racing thoughts of new love. The result is a smooth blend of classic and contemporary elements, anchored by a Rhodes piano and layered with Jaonaay’s own vocal harmonizations.
“We really want [the T-pop market] to enjoy it easily,” he explains. “And I thought while I was scrolling, more and more people started using it, dancing to it, putting it on reels and different other platforms. So I thought that this is way more beyond than I expected.”
“Sweet Baby” exemplifies how modern artists must navigate social media-driven music discovery. Jaonaay approached the track strategically, aiming for what he calls “an easy song into the system” that could connect with typical teenage experiences of love.
“I think this work really well, combining with the social media and all the platforms, because it really got to them,” he notes. The track’s success proved his instincts right about creating accessible entry points for new audiences.
The artist has previously explored romantic themes, most notably with his 2021 Valentine’s Day duet “14th Feb” with Juné, which has gained 34.5 million Spotify streams and became a playlist favorite across streaming platforms.
While Jaonaay acknowledges the power of music and social media as platforms for messaging – particularly relevant given Thailand’s turbulent political history – he’s focused on artistic growth first.
“I think right now, at this age, I think I still have a lot to learn,” he says. “So I think I’m still cruising and trying to catch everything that’s coming along the way. So I think maybe in the near future, I’d definitely take part in all that.”
With Sony Music Thailand’s backing and a foundation in pop R&B, Jaonaay is building toward his first full album while remaining open to genre exploration. Success, for him, starts simply: “Just to get my style and the first album ever in my life, I think anyone would like it for that.”
Jaonaay represents part of a new wave of Thai artists reshaping T-pop’s global footprint. While K-pop dominates international attention and P-pop from the Philippines gains momentum, he sees Thailand’s moment arriving naturally.
“I think the talent and the work was always here,” he says. “It’s just the turn and it’s just the cycle of the industry. So it’s different turn. Maybe the spotlight has to shine on different regions in different times. So I think maybe it’s coming towards the time of T-pop.”
Music runs in the family. His father is Jetrin Wattanasin, a legend in the Thai music industry, though Jaonaay frames that influence practically rather than romantically.
“I see him tour often, every day, and he provides for three of his kids. He built this thing. He sent all his kids to school,” Jaonaay reflects. “So I’m like, maybe this could become something that I enjoy as well, because I see him take care of his team. See the beauty of the job. See how respected it could be.”
The musical apple doesn’t fall far from the tree in the Wattanasin household. Jaonaay’s brother, Jaokhun, is also rising in the T-pop scene, creating what Jaonaay describes as “a very healthy competition.”
“It’s a fun thing to have someone right next to me experiencing very similar stuff, but on a different style, so at least someone to talk to,” he says. “It’s warm to have someone on the same journey as well.”
The multi-hyphenate artist, who began as a model before breaking through at 17 with “Kon La Chan” (114 million YouTube views), is also open to Thailand’s film industry. “I’d love that to come,” he says of potential acting opportunities.
For now, though, Jaonaay is savoring the moment his musical vision found its audience. “I’m just here, grateful, very, very grateful of this happening right now, and I just have to get myself ready for the opportunities that are coming.”
