Sony India teams up with G. V. Prakash Kumar and EPR Iyer for music push

NEW DELHI: Sound check, India. Sony is turning up the volume on artist collaborations, bringing together two distinct musical voices in a bid to connect more deeply with the country’s increasingly diverse and dynamic music communities.

Sony India has announced partnerships with acclaimed composer, singer and actor G. V. Prakash Kumar and independent hip-hop artist EPR Iyer as part of a broader initiative focused on celebrating India’s rich musical culture through immersive audio experiences.

The collaborations are designed to bring together music, technology and culture while showcasing Sony’s premium audio portfolio. The initiative will spotlight the company’s ULT Power Sound range, known for its bass-heavy and social listening experiences, alongside its flagship 1000X series, which remains a key offering in the premium personal audio segment.

The move comes as brands increasingly look to engage audiences through culture-led partnerships rather than traditional marketing campaigns. By working with artists from different musical worlds, Sony is seeking to build stronger connections with listeners, creators and younger communities across the country.

Speaking about the initiative, Sony India managing director Sunil Nayyar said, “India’s music landscape is shaped by a diverse range of artists, cultures and creative communities. At Sony India, we are committed to supporting and celebrating this diversity by collaborating with artists who inspire audiences and contribute to the country’s vibrant music culture. Through these partnerships, we aim to create more immersive and meaningful music experiences for listeners.”

For Sony, the choice of collaborators reflects two influential strands of India’s music ecosystem. On one side is G. V. Prakash Kumar, one of the most recognised creative figures in South Indian cinema and music, whose work spans film scores, independent music and acting.

Commenting on the association, G. V. Prakash Kumar said, “Music and cinema have always played an important role in shaping culture and bringing communities together. What excites me about this collaboration is Sony India’s vision to celebrate diverse musical identities while creating more immersive experiences for audiences.”

On the other side is EPR Iyer, a leading voice in India’s independent hip-hop scene, known for blending socially conscious lyricism with contemporary rap culture. His growing influence among digital-first audiences makes him a natural fit for Sony’s efforts to engage younger consumers.

Speaking on the collaboration, EPR Iyer said, “Hip-hop has always been rooted in authenticity and self-expression. Collaborating with Sony creates a platform where artists and communities can push creative boundaries while connecting through powerful sound experiences.”

The partnerships also signal Sony India’s intent to strengthen its presence at the intersection of music, creator culture and technology. As music consumption continues to evolve across streaming platforms, live events and social media, brands are increasingly seeking ways to become part of the cultural conversation rather than simply advertise within it.

By bringing together artists from mainstream cinema and independent music, Sony is betting that great sound and authentic storytelling remain a powerful combination. For listeners, the result could be a more immersive way to experience the music they love, one beat at a time.