Eros Innovation has announced a strategic partnership with the family of legendary playback singer Mohammed Rafi, launching Eros Music Worlds, described as the world’s first Large Cultural Music Platform. The partnership is structured around three pillars: new recordings, a flagship live concert experience, and the Mohammed Rafi Academy, aiming to advance Rafi’s legacy using rights-cleared cultural AI. They introduced seven AI-native artists inspired by characters from Eros films, including Jordan from 'Rockstar' and Tanu from 'Tanu Weds Manu', whose debut singles have already been released; other artists like Munna, Langda Tyagi, and Mudit will be rolled out in phases. Each artist will launch through original singles, followed by albums, Character-led Musical Storytelling Universes, microdrama, and live experiences, with videos released on platforms including Spotify, Apple Music, Amazon Music, YouTube Music, and JioSaavn. Mohammed Rafi's son Shahid Rafi stated, “My father lived his life singing for the people, and he was happiest on the stage,” and noted the partnership is “built on respect, on the right consents, and on a meaningful place for our family.” The primary album is expected to be out on Rafi Sahab’s birth anniversary, July 31 this year.