Actor-singer Jaylerr has joined a new joint venture between GMM Music and China’s Tencent.
GX10 Asia revealed it had signed Jaylerr (JJ Kritsanapoom) as its first artiste, officially marking its debut in the industry.
The label aims to market T-Pop to wider global audience. It states: “The appeal of GX10 Asia…(is) about creating a unique selling proposition for simultaneous marketing across multiple Asian countries.”
The label marks the first major collaboration between the two companies since Tencent – and its music arm Tencent Music Entertainment (TME) – took a 10% stake in GMM Music, valued at around $70 million, in 2024.
It aims to combine GMM Music’s expertise in the Thai music market and artiste management, as well as TME’s expertise in China and its “strong digital platforms”.
For his part, Jaylerr says he is very excited to be joining the fledgling label.
“Working with a team that has a global perspective and a deep understanding of the audience makes me believe we can create work that resonates with a wider audience.
“I intend to show everyone many different sides of myself, and I hope everyone enjoys what we’re about to do,” he adds.
Rumours of Jaylerr potentially joining GMM Music swirled in recent days after fans spotted him at the GMM Grammy building.
He had formerly been with the now-defunct Nadao Bangkok, before going into self-management with QOW Entertainment.
