The timeless legacy of legendary playback singer Mohammed Rafi is set to reach new generations through a landmark perpetual strategic partnership between the Eros Music Worlds and Mohammed Rafi family as announced today alongside the launch of the world’s first Large Cultural Music Platform.
As part of the collaboration, Eros Music Worlds will introduce Eros Legacy Voices, an initiative dedicated to preserving and extending the legacies of India’s most beloved artists through rights-cleared cultural AI, human creativity, and immersive experiences. Mohammed Rafi becomes the first iconic artist to be brought into this initiative.
Structured around three key pillars—new recordings, a flagship live concert experience, and the Mohammed Rafi Academy—the partnership aims to celebrate Rafi sahab’s unparalleled contribution to Indian music while ensuring his artistry continues to inspire future generations. The first album under the collaboration is scheduled for release on July 31, marking the legendary singer’s birth anniversary.
Welcoming the initiative, Shahid Rafi, son of Mohammed Rafi, said: “My father lived his life singing for the people, and he was happiest on the stage. To bring his music back to the stage for a new generation, and to establish an academy in his name that will train the singers of tomorrow, is something we have considered carefully and welcome with both pride and care. This partnership, built on respect, on the right consents, and on a meaningful place for our family, honours both who he was and what he gave to others. We thank Eros Innovation for approaching this with the dignity my father always brought to his work.”
The label also launches with seven AI-native artists, led by Jordan and Tanu, whose debut singles and performance videos are now available across major streaming platforms. Other artists, including Munna, Langda Tyagi and Mudit, will be rolled out in phases.
Each launches first through original singles and performance videos, then expands into albums, Character-led Musical Storytelling Universes, microdrama and live experiences. The videos launch simultaneously on every major streaming platform
“What the new Eros LCM model gives us is the ability to hear them sing for the first time — not as AI-generated voices, but as performances of human compositions, directed by human creative leads, in the cultural and emotional code each character belongs to. And alongside them, with the estate partnership signed with the Mohammed Rafi family, we are bringing his legacy — ethically, and through new recordings, live performance, and the Mohammed Rafi Academy — to a new generation. The technology is the instrument. The artistry is human.” Said Ridhima Lulla, Co-Founder and Co-President Eros Innovation.
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