India’s Eros Innovation has launched a music label powered by an AI Large Cultural Model (LCM), Eros Music Worlds, with seven AI-native artists drawn from established Eros characters and narrative worlds.
The platform has also signed a strategic partnership with the family of the iconic late playback singer Mohammed Rafi to collaborate on new music recordings; a live concert experience modelled on the ABBA Voyage residency format; and the establishment of the Mohammed Rafi Academy, a new music education institution honouring his legacy.
The seven new AI-native artists are being launched through original singles and performance videos, which are expected to expand into albums, character-led musical storytelling universes, microdramas and live experiences. Videos will be available across streaming platforms including Spotify, Apple Music, Amazon Music, YouTube Music and JioSaavn.
