New Delhi: At a time when international artists and production companies are struggling to come to terms with AI, Eros Innovation is bringing back legendary playback singer Mohammed Rafi’s voice by partnering with his family. All the content created using AI will be available on the newly launched Eros Music Worlds, which claims to be the world’s first large cultural music platform.
The collaboration with Rafi’s family is structured around three pillars: new music projects, a flagship live concert experience and the Mohammed Rafi Academy. The collaboration has been undertaken with the aim of preserving and extending the singer’s legacy. The first album under the banner will be released on Rafi’s 102nd birth anniversary on 31 July.
Shahid Rafi, speaking about the partnership, said his father lived his life singing for the people and was happiest on stage. He said this initiative will help bring him back to the stage and that the partnership is built on respect, proper consent and a meaningful place for the family.
“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,” he said. “We thank Eros Innovation for approaching this with the dignity my father always brought to his work.”
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‘A new framework for intellectual property’
The platform is coming up with seven AI-native artists, such as Jordan, Tanu, Munna, Langda Tyagi and Mudit. All of their songs will be rolled out in phases, with each launch featuring original singles and performance videos from these artists. The studio will not stop at creating music videos; it will also cast these AI singers in micro-dramas and live experiences, expanding the universe of their characters.
The songs will be available in 34 languages and on platforms such as Spotify, Apple Music, YouTube Music, and JioSaavn.
Two musical singles by Jordan and Tanu have already been released on YouTube, with concert-like videos accompanying them. Jordan’s video looks “too inspired” by Jordan from Rockstar (2011), with the character wearing similar clothes and sporting a similar guitar style. Meanwhile, Tanu is portrayed as a small-town girl with big dreams. In the music video, she is shown roaming through narrow lanes. The song is titled “Patakha”.
Kumar Ahuja, CEO of Eros Music Worlds, said that the venture is not a conventional music label. He said the company has built an entirely new music ecosystem where iconic film characters evolve into long-term entertainment franchises and legendary artists are reintroduced to new generations.
“What we are launching today is not simply new music, but a completely new framework for how music intellectual property can be created, experienced and monetised in the future,” he said.
(Edited by Saptak Datta)