Eros launches AI music platform, partners with Mohammed Rafi family

MUMBAI: The playlist is getting a plot twist, with film characters finding their voice and a legendary singer’s legacy striking a new note. Eros Innovation has unveiled Eros Music Worlds, an AI-powered music platform that blends technology, intellectual property and artist legacies, while announcing a landmark partnership with the family of legendary playback singer Mohammed Rafi.

Positioned as a next-generation music ecosystem rather than a conventional record label, the platform will operate across multiple categories, including character-led music franchises, non-film music, devotional content, folk and sufi genres, legacy artist projects and live experiences.

At the heart of the launch is an ambitious attempt to turn iconic film characters into long-term music properties. Eros Music Worlds has introduced seven AI-native artists inspired by characters from its film catalogue. The first wave includes Jordan and Tanu, while characters such as Munna, Langda Tyagi and Mudit are set to be rolled out in phases.

The platform is powered by Eros’ proprietary Large Cultural Models (LCMs), trained exclusively on licensed and rights-cleared content. According to the company, the technology is designed to extend storytelling opportunities while maintaining creative and legal safeguards around intellectual property.

A major pillar of the initiative is Eros Legacy Voices, a new programme launched in partnership with the Mohammed Rafi family. The collaboration will encompass fresh recordings, a dedicated live concert format and the establishment of the Mohammed Rafi Academy, aimed at nurturing future musical talent.

The first project under the partnership is scheduled for release on 31 July, marking the playback legend’s birth anniversary.

Eros Innovation co-founder and co-president Ridhima Lulla said the platform combines technology with human creativity rather than replacing it.

She noted that Eros’ cultural AI models allow audiences to experience beloved film characters through music while ensuring compositions remain guided by human creators. At the same time, she said the partnership with the Mohammed Rafi estate would help introduce the singer’s legacy to younger audiences through new recordings, live performances and educational initiatives.

Kumar Ahuja, Chief Executive Officer of Eros Music Worlds, described the venture as a new framework for creating, experiencing and monetising music intellectual property, where entertainment characters evolve into enduring franchises and iconic artists find renewed relevance through immersive technologies.

The company emphasised that all AI-generated outputs are built on content that is either owned or properly licensed, with agreements in place with rights holders.

For the Rafi family, the partnership represents an effort to preserve and extend the singer’s influence responsibly. Shahid Rafi said the initiative had been approached with care, respect and appropriate consent mechanisms, ensuring that the legendary singer’s contribution to Indian music is honoured while being introduced to a new generation of listeners.

As artificial intelligence reshapes the entertainment industry, Eros Music Worlds is betting that the future of music lies at the intersection of technology, storytelling and heritage. By giving film characters a musical identity and reviving iconic voices through structured partnerships, the company is attempting to build a music business where innovation and legacy share the same stage.