Mumbai: Eros Innovation has officially launched Eros Music Worlds, introducing what it describes as the world’s first Large Cultural Music Platform. The company also announced a landmark perpetual strategic partnership with the family of legendary playback singer Mohammed Rafi, marking a major step in combining artificial intelligence with India’s rich musical heritage.

The launch of Eros Music Worlds signals a new chapter in the music industry by blending AI-powered technology with human creativity. Unlike traditional music labels, the platform aims to build an extensive entertainment ecosystem that includes character-driven music, non-film songs, devotional music, wellness tracks, folk, Sufi, legacy artist revival projects, and immersive live performances.

The announcement also featured the debut of seven AI-native artists inspired by well-known Eros film characters, offering audiences a fresh way to experience storytelling through music.

Eros Music Worlds introduces AI-native artists

One of the biggest highlights of Eros Music Worlds is the launch of seven AI-native artists created from iconic Eros film characters and narrative universes. The first phase introduces Jordan and Tanu, whose debut singles and official performance videos are already available on leading music streaming platforms.

The company confirmed that more artists, including Munna, Langda Tyagi, and Mudit, will be introduced in the coming months. Each artist will begin with original singles before expanding into full-length albums, character-based musical storytelling universes, microdramas, and live entertainment experiences.

Through Eros Music Worlds, every artist will have a distinct identity rooted in storytelling rather than simply functioning as a virtual performer. This approach allows audiences to engage with familiar fictional characters in an entirely new musical format.

Eros Music Worlds powered by Large Cultural Models

According to Eros Innovation, Eros Music Worlds is built on its proprietary Large Cultural Models (LCMs), an AI framework designed specifically for culturally aware music creation.

Unlike conventional generative AI systems, the technology has been trained using licensed and rights-cleared cultural material. The platform interprets human compositions while preserving emotional depth, cultural authenticity, and artistic expression.

The company emphasized that the AI does not replace musicians or composers. Instead, Eros Music Worlds uses AI as a creative instrument guided by human composers, lyricists, performers, and creative directors.

This approach is designed to ensure ethical AI development while protecting intellectual property rights and respecting artistic ownership.

Mohammed Rafi family partners with Eros Music Worlds

A defining moment during the launch was the announcement of a perpetual partnership between Eros Music Worlds and the family of legendary playback singer Mohammed Rafi.

The collaboration has been established under the new Eros Legacy Voices initiative, which focuses on preserving and extending the legacies of iconic artists through rights-cleared cultural AI.

The partnership is based on three major pillars:

New recordings inspired by Mohammed Rafi’s musical legacy
A flagship live concert experience
The Mohammed Rafi Academy to train future generations of singers

The first album under this partnership is scheduled for release on July 31, coinciding with Mohammed Rafi’s birth anniversary.

Human creativity remains at the heart

Speaking about the launch, Ridhima Lulla, Co-Founder and Co-President of Eros Innovation, said Eros Music Worlds allows audiences to experience beloved film characters through music for the first time.

She explained that the platform is not about replacing artists with AI-generated voices. Instead, it enables performances based on human compositions directed by creative professionals while respecting each character’s emotional and cultural identity.

Lulla also highlighted that the partnership with the Mohammed Rafi family demonstrates the company’s commitment to preserving legendary voices through ethical technology, new recordings, live performances, and educational initiatives.

According to her, technology acts only as an instrument, while human creativity remains central to every performance.

Building a new music ecosystem

Chief Executive Officer Kumar Ahuja described Eros Music Worlds as much more than a traditional music label.

He said the platform has been designed to transform iconic film characters into long-term entertainment franchises while introducing legendary artists to younger audiences through immersive technology.

Rather than focusing solely on music releases, Eros Music Worlds aims to create an entirely new framework for producing, distributing, and monetizing music intellectual property.

The company believes this model can redefine how audiences interact with songs, stories, live performances, and digital entertainment.

Mohammed Rafi family welcomes the initiative

Shahid Rafi welcomed the collaboration, saying the family carefully considered the partnership before moving forward.

He noted that Mohammed Rafi dedicated his life to singing for people and found immense joy in performing on stage. The new initiative, he said, brings his music back to audiences while creating opportunities for aspiring singers through the Mohammed Rafi Academy.

Shahid Rafi also appreciated Eros Innovation for approaching the partnership with dignity, respect, and proper consent, ensuring the legendary singer’s legacy is preserved responsibly.

The family believes the collaboration will introduce Mohammed Rafi’s timeless music to younger generations without compromising artistic integrity.

Music available across major platforms

The debut releases from Eros Music Worlds are now available on leading music streaming platforms, including Spotify, Apple Music, Amazon Music, YouTube Music, and JioSaavn.

The company also plans to introduce localisation in 34 languages, allowing listeners across different regions to experience culturally adapted music content.

This multilingual strategy is expected to significantly expand the platform’s reach across India and international markets.

Ethical AI remains the priority

A major focus of Eros Music Worlds is ethical artificial intelligence.

The company stated that every model has been trained exclusively using licensed and rights-cleared cultural content. This approach addresses growing concerns surrounding copyright, consent, and the use of AI-generated creative works.

By combining advanced machine learning with legally acquired content, Eros Music Worlds seeks to create a responsible model for AI-driven entertainment.

The company believes that respecting artists’ rights while embracing innovation is essential for the future of the music industry.

Backed by extensive cultural data

Eros Innovation revealed that its Large Cultural Model family has been trained using one of the world’s largest entertainment datasets.

The cultural corpus reportedly contains approximately 1.5 trillion rights-cleared cultural tokens, sourced from over 11,000 films and 100,000 characters.

According to the company, this extensive database enables Eros Music Worlds to understand storytelling, performance traditions, emotions, and cultural nuances across multiple languages.

The company added that the dataset has been independently valued at USD 1.7 billion by OxValue.AI, a University of Oxford spin-out.

IIT Madras collaboration strengthens innovation

The development of the Eros Large Cultural Models has been carried out in collaboration with the Indian Institute of Technology Madras.

Research has been conducted under the guidance of Professor V. Kamakoti, Director of IIT Madras.

Professor Kamakoti previously stated that Large Cultural Voice Models represent an important advancement in multilingual AI research by combining linguistic understanding, performance quality, and ethical safeguards.

He believes culturally grounded voice technologies like those powering Eros Music Worlds could play a significant role in India’s AI future.

The future of Eros Music Worlds

With the launch of Eros Music Worlds, Eros Innovation is attempting to redefine how music, storytelling, artificial intelligence, and entertainment come together.

From AI-native artists and character-led musical universes to the preservation of Mohammed Rafi’s legendary legacy, the platform introduces a unique approach that combines technology with human creativity.

As more artists, multilingual releases, live performances, and educational initiatives are introduced, Eros Music Worlds aims to become a pioneering force in AI-powered music while ensuring cultural authenticity, ethical development, and artistic excellence remain at its core.