Eros Innovation has launched Eros Music Worlds, an AI-powered music platform that the company describes as the world’s first ‘Large Cultural Music Platform’.
The new platform aims to build a music ecosystem that goes beyond traditional record labels by combining character-led music franchises, non-film music, devotional content, folk and sufi genres, artist legacy projects and live entertainment experiences.
Powered by Eros’ Large Cultural Models (LCMs), the platform uses AI trained on licensed and rights-cleared material. According to the company, the technology is designed to interpret human-created compositions in light of cultural and emotional contexts while maintaining human creative control.
The platform launches with seven AI-native artists inspired by characters from Eros films and storytelling worlds. The first artists, Jordan and Tanu, have already released their debut singles and music videos across major streaming platforms, including Spotify, Apple Music, Amazon Music, YouTube Music and JioSaavn. Other AI-native artists, like Munna, Langda Tyagi and Mudit, will be introduced in phases.
A key highlight of the announcement is Eros’ partnership with the Mohammed Rafi family under a new initiative called Eros Legacy Voices. The collaboration will focus on three areas, which are new recordings, a flagship live concert experience and the Mohammed Rafi Academy. The first album under the partnership is scheduled for release on July 31, marking the singer’s birth anniversary.
Ridhima Lulla, Co-Founder and Co-President of Eros Innovation, said, “The platform combines human creativity with AI technology while ensuring cultural authenticity.” She added that the partnership with the Mohammed Rafi family aims to introduce the singer’s legacy to a new generation through ethically developed AI tools.
Shahid Rafi welcomed the initiative, saying the collaboration respects the singer’s legacy and has been built on proper consent and family involvement.
The launch comes at a time when the global music industry is debating the use of AI-generated content and copyrighted material. Eros said its models are trained exclusively on owned or licensed content, positioning the platform as a rights-cleared alternative to many AI music initiatives currently facing legal scrutiny.
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