Eros Innovation has launched Eros Music Worlds, described as 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. The platform is powered by Eros' Large Cultural Models (LCMs), developed to interpret human compositions through cultural, emotional and performative traditions while using only licensed and rights-cleared material. The label launches with seven AI-native artists, led by Jordan and Tanu, whose debut singles and performance videos are now available across major streaming platforms. Thirty-four-language localisation is available soon. The partnership with the Mohammed Rafi family under Eros Legacy Voices is structured around three pillars—new recordings, a flagship live concert experience and the Mohammed Rafi Academy. The first album under the partnership is scheduled for release on Rafi sahab's birth anniversary, July 31 this year.