Eros Music Worlds Launches AI-Powered Music Platform, Partners With Mohammed Rafi Family

Eros Innovation has unveiled Eros Music Worlds, which it describes as the world’s first Large Cultural Music Platform, marking its formal entry into the music business with a model that blends artificial intelligence, legacy artist partnerships and character-led music franchises.

Alongside the launch, the company announced a perpetual strategic partnership with the family of legendary playback singer Mohammed Rafi and introduced seven AI-native artists derived from established Eros film characters and narrative universes.

Unlike traditional music labels that focus primarily on artist signings or catalogue acquisitions, Eros Music Worlds aims to build a diversified music ecosystem spanning character-led music franchises, independent music, devotional and wellness content, folk and sufi genres, legacy artist revival projects, and immersive live experiences.

The platform is powered by Eros’ proprietary Large Cultural Models (LCMs), designed to interpret human compositions through cultural, emotional and performative traditions using only licensed and rights-cleared material.

The label debuts with seven AI-native artists, led by Jordan and Tanu, whose first singles and performance videos are now available across major streaming platforms. Additional artists, including Munna, Langda Tyagi and Mudit, will be introduced in phases. According to the company, each artist will evolve beyond standalone music releases into larger storytelling universes, albums, microdrama content and live experiences.

A key announcement at the launch was Eros Music Worlds’ partnership with the Mohammed Rafi family under a new initiative called Eros Legacy Voices, which aims to bring the legacies of iconic artists into the era of cultural AI. The collaboration will focus on three pillars: new recordings, a flagship live concert experience, and the establishment of the Mohammed Rafi Academy.

The first album under the partnership is scheduled for release on Mohammed Rafi’s birth anniversary on July 31.

Commenting on the launch, Ridhima Lulla, Co-Founder and Co-President of Eros Innovation, said the company’s Large Cultural Models allow audiences to experience beloved film characters through music while ensuring that creative direction and compositions remain human-led. She added that the partnership with the Mohammed Rafi family seeks to introduce the singer’s legacy to a new generation through new recordings, live performances and educational initiatives.

Kumar Ahuja, Chief Executive Officer of Eros Music Worlds, said the venture is being built as an entirely new music ecosystem rather than a conventional label. He noted that the company’s vision is to transform iconic film characters into long-term entertainment franchises while exploring new ways of creating, distributing and monetising music intellectual property.

Uzma Memon, Head of Music Strategy & Partnerships at Eros Music Worlds, said the company is focused on building a diversified music business where technology, culture and creativity coexist. She described the partnership with the Mohammed Rafi estate as an example of how responsible technology can help preserve artistic legacies while creating new opportunities for future generations.

Welcoming the initiative, Shahid Rafi said the family had carefully considered the partnership and supported its vision of bringing Mohammed Rafi’s music back to live audiences while nurturing emerging talent through the proposed academy. He added that the collaboration was built on respect, proper consent and meaningful family involvement.

Headquartered in the Isle of Man with operations in India and the United Kingdom, Eros Innovation develops the Eros Large Cultural Model family in collaboration with the Indian Institute of Technology Madras (IIT Madras). The company says its AI models are trained on a rights-cleared cultural corpus drawn from thousands of films and characters.

The launch comes at a time when the global music industry is grappling with ongoing debates over generative AI and copyright, with several legal disputes centred on the use of unlicensed music in AI training datasets. Eros Music Worlds positions itself as an alternative model, emphasizing licensed training data, rights-holder partnerships and human-led creative processes.