Two decades in Thailand’s music scene have honed Etc.’s hit-making skills to perfection. On “ฮักเมา เมาฮัก”, a pop-R&B ode to the mind-altering effects of an overwhelming crush, the five-piece cultivate Northern Thai charm through clever dialect wordplay and an inviting blend of folk atmosphere and jazz accents. The result is fuel for social media popularity, with fans attempting quirky choreography to the beat or setting it behind bizarre educational clips—which Etc. tell Apple Music are their favourite viral moments.