Sony Music India and The Hello Group Forge Joint Venture to Boost Indian Artists on Global Stage

In a strategic move poised to elevate Indian musical talent to the global stage, Sony Music India has joined forces with Los Angeles-based entertainment company The Hello Group (THG) to establish a new joint venture, THG India. Announced in early June 2025, the collaboration aims to bridge the gap between India’s booming music scene and the international live entertainment industry.

A Bold Step Toward Global Integration

The newly formed THG India will focus primarily on increasing international touring and performance opportunities for Indian artists. The venture is expected to serve as a launchpad for musicians looking to gain traction in markets across North America, Europe, and beyond.

The initiative merges Sony Music India’s deep-rooted presence in the Indian music ecosystem with THG’s broad experience in artist management, live events, and cross-cultural talent development. Together, the companies aim to create a platform that supports Indian artists not just as local stars, but as global performers.

In a joint statement, executives from both companies emphasized their shared vision: “With India’s music industry growing rapidly and a wealth of talent yet to be showcased on global stages, this venture is a timely response to the need for global representation.”

Leveraging Strengths from Both Sides

Sony Music India brings to the table a vast catalog of music, an influential artist roster, and a strong distribution network throughout the Indian subcontinent. Meanwhile, The Hello Group, known for its innovative approach to artist branding and global touring logistics, will offer the infrastructure and relationships required to elevate Indian artists to new markets.

THG’s portfolio includes work with major international stars, and the group is well-versed in navigating the complexities of international tours, promotions, and cultural adaptation—a skill set seen as vital for Indian musicians aiming to break into the global mainstream.

Addressing Growing Global Appetite for Indian Music

The collaboration reflects a broader industry trend: the increasing global interest in Indian music and culture. From Bollywood soundtracks to independent artists gaining traction on platforms like YouTube and Spotify, Indian music is no longer confined by geographic borders.

In recent years, South Asian musicians such as Prateek Kuhad, Divine, and Armaan Malik have garnered international attention, signaling a strong demand for Indian voices in global markets. The joint venture seeks to harness this momentum and offer structured pathways for more Indian talent to shine internationally.

“The world is ready for Indian artists in a big way,” said THG founder Taylor Jones. “Our aim with THG India is to create long-term international careers for Indian artists, not just moments.”

Creating Sustainable Careers Abroad

Beyond simply organizing international performances, THG India plans to offer comprehensive services including tour management, artist development, branding, and strategic promotion. This holistic approach is designed to help artists navigate the challenging transition from national fame to global recognition.

The venture is also expected to support cross-border collaborations, connecting Indian musicians with international producers, songwriters, and artists to create music that resonates across cultures.

A Sign of Evolving Industry Dynamics

The creation of THG India underscores a pivotal shift in how the music industry views India—not just as a regional powerhouse, but as a critical player on the global stage. With streaming platforms shrinking the world’s musical borders, such collaborations are increasingly necessary to ensure local talent can compete and thrive on an international level.

As the joint venture begins operations, industry insiders are watching closely to see which artists will be tapped to pioneer this new global journey. If successful, THG India could become a model for similar initiatives in other emerging music markets.