Eros Innovation has launched Eros Music Worlds, an AI-powered music platform spanning categories such as character-led music franchises, non-film music, devotional and folk-sufi genres, legacy artist projects, and live experiences.
As part of the launch, the platform has introduced seven AI-native artists built around characters from Eros’s film catalogue, starting with Jordan and Tanu, with characters including Munna, Langda Tyagi and Mudit to follow in phases. The platform runs on Eros’s Large Cultural Models, trained on licensed and rights-cleared material.
A central piece of the launch is a partnership with the family of legendary playback singer Mohammed Rafi, under an initiative called Eros Legacy Voices. The collaboration includes new recordings, a live concert format, and the Mohammed Rafi Academy, with the first album set for release on July 31 – Rafi’s birth anniversary.
Ridhima Lulla, Co-founder and Co-President of Eros Innovation, said the platform’s AI models allow legendary and fictional characters alike to perform human-composed music under human creative direction, framing the technology as an instrument rather than a substitute for artistry.
Kumar Ahuja, CEO of Eros Music Worlds, described the venture as a new music ecosystem rather than a conventional label, built to evolve film characters into long-term entertainment franchises while reintroducing legendary artists to new audiences.
Shahid Rafi, welcoming the initiative, said the partnership was built on consent, respect and dignity, and reflects a meaningful way to bring his father’s music back to the stage while training the next generation of singers through the academy.
