Eros launches AI-powered music platform, partners with Mohammed Rafi family to build next-gen entertainment IP
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Eros Innovation has launched Eros Music Worlds, an artificial intelligence-powered music venture that aims to build a new category of music intellectual property by combining character-led storytelling, legacy artist revival and culturally trained AI models.
The company also announced a perpetual strategic partnership with the family of legendary playback singer Mohammed Rafi and introduced seven AI-native artists built from existing Eros film characters and narrative worlds.
The launch signals Eros’ ambition to move beyond film and streaming into a broader entertainment and music ecosystem at a time when the global music industry remains engaged in an intense debate over AI-generated content, copyright and training rights.
Unlike traditional music labels that focus on artist acquisition and catalogue ownership, Eros Music Worlds is positioning itself as a diversified platform spanning original and non-film music, devotional and wellness content, folk and sufi genres, immersive live experiences and character-driven entertainment franchises.
The platform is powered by Eros’ proprietary Large Cultural Models (LCMs), which the company says interpret human-created compositions through cultural and emotional frameworks while relying exclusively on licensed and rights-cleared datasets.
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 introduced in phases.
Each artist is expected to evolve beyond singles into albums, character-led storytelling universes, microdrama formats and live performance experiences. Eros also plans to enable localisation across 34 languages.
What is Eros’ larger play in music?
At the centre of the launch is Eros Legacy Voices, an initiative designed to extend the legacies of iconic artists through AI-supported but rights-cleared music production.
Under this initiative, Eros has partnered with the Mohammed Rafi family to create new recordings, launch a flagship live concert experience and establish the Mohammed Rafi Academy. The first album under the collaboration is scheduled to release on July 31, coinciding with the singer’s birth anniversary.
“The new Eros LCM model gives us the ability to hear these characters sing for the first time—not as AI-generated voices, but as performances of human compositions,” said Ridhima Lulla, co-founder and co-rresident, Eros Innovation.
Kumar Ahuja, chief executive officer, Eros Music Worlds, said the company is building “a new music ecosystem where iconic film characters evolve into long-term entertainment franchises and legendary artists are introduced to new generations through immersive technology.”
Welcoming the collaboration, Shahid Rafi said the initiative had been approached with “respect, the right consents and a meaningful place for our family”.
Eros Innovation said its broader cultural AI stack has been developed with IIT Madras and trained on a rights-cleared cultural corpus comprising film and character assets. The company believes that ownership of licensed cultural data could become a differentiator as scrutiny around generative AI training practices intensifies globally.