MUMBAI: India’s musical ambitions just got a global mic check. In a pitch-perfect move set to reshape India’s live music industry, Sony Music India has teamed up with Los Angeles-based entertainment heavyweight The Hello Group (THG) to launch THG India, a joint venture that promises to give Indian artists a global stage and the backing to own it.
Billed as the first international collaboration of this scale for Sony Music India, THG India blends the local label’s deep industry roots with THG’s international clout in live touring, publishing, and artist development. Based out of Mumbai, the new entity aims to provide a complete support system from artist management to worldwide bookings to help Indian talent break into international circuits without missing a beat.
“This is more than a business deal, it’s a bridge for Indian music to go global,” said Sony Music India managing director Vinit Thakkar. “With THG’s unmatched touring network and our homegrown muscle, we’re unlocking a future where Indian artists can thrive not just locally, but on the world’s biggest stages.”
From Bts and Enhypen to The Chainsmokers and Twice, THG’s publishing and tour booking legacy is packed with platinum plaques and packed stadiums. THG India now aims to channel that pedigree into India’s booming music scene, which has seen a surge in independent acts and a hungry live-event audience post-pandemic.
“The talent in India is phenomenal and the world is listening,” added The Hello Group CEO Taylor Jones. “THG India will ensure they’re heard. With a team on the ground and decades of experience behind us, we’re here to make Indian music truly borderless.”
As live music becomes a serious economic engine for the Indian entertainment industry, the joint venture directly addresses one of its most glaring gaps sophisticated infrastructure for touring and artist development. Backed by Sony’s investment and creative ecosystem, THG India is poised to become the launchpad for the country’s next wave of breakout stars.
With names like Steve Aoki, I.M of MONSTA X, and Kang Daniel already on its international roster, The Hello Group brings proven star power to the partnership. And for Indian artists who until now have struggled to convert local fandom into global visibility this could be the stage door they’ve been waiting for.
In a world where music travels faster than ever, THG India is putting Indian artists on the global tour bus no passport needed, just pure talent and the right push.
