Mumbai, June 24 -- Eros Innovation has launched Eros Music Worlds, the world's first Large Cultural Music Platform, alongside announcing a perpetual strategic partnership with the family of legendary playback singer Mohammed Rafi.

The company also unveiled seven AI-native artists built from established Eros film characters and narrative worlds.

Unlike conventional music labels, Eros Music Worlds aims to create a diversified music ecosystem spanning character-led music franchises, non-film music, devotional and wellness content, folk and sufi genres, legacy artist revival, and immersive live experiences.

The platform is powered by Eros' Large Cultural Models (LCMs), developed to interpret human compositions through cultural, emotional a...