Mumbai (Maharashtra) [India], June 24 (ANI): Eros Innovation has launched Eros Music Worlds, the world's first Large Cultural Music Platform, alongside announcing a perpetual strategic partnership with the family of legendary playback singer Mohammed Rafi.
The company also unveiled seven AI-native artists built from established Eros film characters and narrative worlds.
Unlike conventional music labels, Eros Music Worlds aims to create a diversified music ecosystem spanning character-led music franchises, non-film music, devotional and wellness content, folk and sufi genres, legacy artist revival, and immersive live experiences.
The platform is powered by Eros' Large Cultural Models (LCMs), developed to interpret human compositions through cultural, emotional and performative traditions while using only licensed and rights-cleared material.
The label launches with seven AI-native artists, led by Jordan and Tanu, whose debut singles and performance videos are now available across major streaming platforms.
Other artists, including Munna, Langda Tyagi and Mudit, will be rolled out in phases.
Each launches first through original singles and performance videos, then expands into albums, Character-led Musical Storytelling Universes, microdrama and live experiences. The videos launch simultaneously on every major streaming platform, including Spotify, Apple Music, Amazon Music, YouTube Music and JioSaavn.
Thirty-four-language localisation is available soon.
A major highlight of the announcement is the partnership with the Mohammed Rafi family under Eros Legacy Voices, a new Eros initiative bringing the legacies of beloved artists into the LCM era. The partnership is structured around three pillars--new recordings, a flagship live concert experience and the Mohammed Rafi Academy--the collaboration seeks to preserve and extend the singer's legacy through rights-cleared cultural AI.
The first album under the partnership is scheduled for release on Rafi sahab's birth anniversary, July 31 this year.
"The characters in Eros Music Worlds 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. And alongside them, with the estate partnership signed with the Mohammed Rafi family, we are bringing his legacy -- ethically, and through new recordings, live performance, and the Mohammed Rafi Academy -- to a new generation. The technology is the instrument. The artistry is human," said Ridhima Lulla, Co-Founder and Co-President Eros Innovation, as per a press release.
"Eros Music Worlds is not being built as a conventional music label. We are building an entirely new music ecosystem where iconic film characters evolve into long-term entertainment franchises and legendary artists are reintroduced to new generations through immersive technology. What we are launching today is not simply new music, but a completely new framework for how music intellectual property can be created, experienced and monetized in the future," shared Kumar Ahuja, Chief Executive Officer, Eros Music Worlds.
Welcoming the initiative, Shahid Rafi said, "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. 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."
Eros Innovation is a cultural artificial intelligence company headquartered in the Isle of Man, with operations in the United Kingdom and India. The company develops the Eros Large Cultural Model family, Eros LCM-Vision, Eros LCVM-Voice and Eros LCVM-Music with the Indian Institute of Technology Madras (India).
The Eros LCM family is trained on the Eros cultural corpus, comprising 1.5 trillion rights-cleared, ethically-sourced cultural tokens drawn from 11,000 films and 100,000 characters; the corpus has been independently valued at USD 1.7 billion by OxValue.AI, a University of Oxford spin-out. Eros operates across film, microdrama, animation and music. Eros Music Worlds is its wholly-owned music label.
Research and development for The Eros LCM is conducted under the guidance of Professor V. Kamakoti, Director, IIT Madras and was publicly launched in Tamil Nadu in February 2026.
Earlier Prof V. Kamakoti said, "The development of Large Cultural Voice Models represents a significant advancement in multilingual AI research. By combining linguistic depth, performance fidelity, and robust ethical safeguards, this collaboration has the potential to set new benchmarks in culturally grounded voice technologies that will play a critical role in India's AI future." (ANI)