Mumbai: Sony Music India has announced a strategic joint venture with Los Angeles-based entertainment company The Hello Group (THG) to form THG India. This collaboration aims to empower Indian artists, particularly in the live music sector, by providing them with international touring opportunities and comprehensive artist management.
THG India will combine Sony Music India’s deep understanding of the Indian music landscape with THG’s expertise in global live touring and artist development. Operating within The Hello Group’s global network, THG India will offer end-to-end support for talent, including artist management, global live event booking, and publishing.
“This is a great moment for the Indian music industry and its vibrant creative community,” said Vinit Thakkar, Managing Director, Sony Music India. “THG India marks our first international collaboration of this scale right here in India, and it serves as a critical bridge. By combining THG’s strength in global live touring and their international network with our deep local expertise, we are strategically empowering Indian artists with the resources, seasoned management, and global network essential to truly accelerate their careers and resonate on the international stage.”
Taylor Jones, CEO of The Hello Group, emphasized the venture’s global implications: “The Indian music scene boasts an incredible wealth of talent, and its global influence is undeniable. THG India reinforces our deep commitment to building a robust platform for these artists, underpinned by our extensive experience in live touring, artist development and publishing. With our dedicated team in Mumbai and our proven track record of orchestrating worldwide tours for top-tier artists, we are uniquely poised to amplify India’s voices like never before.”
THG India aims to address the gap in sophisticated artist management and global live touring infrastructure within India’s growing music industry. Sony Music India will provide strategic investment and access to its creative and commercial platforms.
THG’s publishing arm, administered by Sony Music Publishing, has achieved over 50 Billboard #1 chart results and numerous platinum-certified singles and albums in Asia, working with artists such as BTS, NCT 127, ITZY, IVE, Steve Aoki, The Chainsmokers, T.X.T, ENHYPEN, and TWICE. Their booking agency has organized worldwide tours for artists including Jeff Satur, Mark Ambor, I.M (of MONSTA X), Matt Steffanina, Sunkis, Greyson Chance, EMEI, C-Kan, and Kang Daniel.
This initiative underscores Sony Music India’s commitment to investing in local music markets and shaping the future of the industry in India and South Asia, providing artists with a pathway to regional impact and international acclaim.
