In a groundbreaking move, Eros Innovation is set to revolutionize the music industry with the launch of an AI-powered music label. This innovative venture introduces seven AI-native artists, each drawn from established Eros characters and narrative worlds. Additionally, Eros has secured a strategic partnership with the family of the iconic playback singer Mohammed Rafi, aiming to bring his timeless music to a new generation.
The seven AI-native artists will debut through original singles and performance videos, with plans to expand into albums, character-led musical universes, microdramas, and live experiences. These videos will be available on major streaming platforms including Spotify, Apple Music, Amazon Music, YouTube Music, and JioSaavn.
Introducing the AI-Native Artists
The first two artists to debut are Jordan, an alternative rock singer, and Tanu, a Bollywood pop artist targeting Gen Z audiences. The remaining five artists include Munna, who will deliver rap and Hindi-English hybrid music; Langda Tyagi, specializing in dark folk and rustic hip-hop; and Mudit, covering indie pop and urban soul. The label will also offer a diverse catalog of devotional, spiritual wellness, Sufi, and Indian folk music.
The Mohammed Rafi Partnership
Eros Innovation has signed a comprehensive partnership with the family of Mohammed Rafi, one of India’s most beloved playback singers. This collaboration includes new music recordings, a live concert experience inspired by the ABBA Voyage residency format, and the establishment of the Mohammed Rafi Academy, a new music education institution. The first album under this partnership is set to launch on July 31 across all major platforms.
Ridhima Lulla, Co-Founder and Co-President of Eros Innovation, emphasized the human element behind the technology: “The characters in Eros Music World are larger-than-life figures audiences have followed for years. What the new Eros LCM model gives us is the ability to hear them sing for the first time – not as AI-generated voices, but as performances of human compositions, directed by human creative leads, in the cultural and emotional code each character belongs to.”
She further added, “The technology is the instrument. The artistry is human.”
The Ethical Approach
Eros Innovation’s LCM model is designed to work with music composed by humans, setting it apart from more generic AI models. The model has been trained on the cultural, emotional, and performative grammar of Indian cinema, music, and storytelling. Eros has also addressed ongoing tensions between the music industry and AI sector by ensuring that their new label is built on signed partnerships with rights holders, human composition at every step, and models trained exclusively on owned or licensed material with documented chain of title.
The agreement with the Rafi family is being signed under documented rights and clearances, with revenue participation flowing back to the estate. Shahid Rafi, son of Mohammed Rafi, expressed his family’s pride and care in bringing his father’s music back to the stage for a new generation. “My father lived his life singing for the people, and he was happiest on the stage. To bring his music back to the stage for a new generation, and to establish an academy in his name that will train the singers of tomorrow, is something we have considered carefully and welcome with both pride and care,” he said.
Shahid Rafi further emphasized the importance of respect and consent in this partnership: “This partnership, built on respect, on the right consents, and on a meaningful place for our family, honours both who he was and what he gave to others. We thank Eros Innovation for approaching this with the dignity my father always brought to his work.”
