Sony Music India has announced a strategic joint venture with Los Angeles-based entertainment company The Hello Group (THG) to launch THG India, a new platform focused on creating international pathways for Indian artists, particularly in the growing live music space.
The partnership combines Sony Music India’s local expertise and reach with THG’s global network in live touring, artist management, and publishing. THG India will offer end-to-end support for Indian talent, including artist development, international tour booking, and global career management. The venture aims to address a long-standing gap in sophisticated artist services and global touring infrastructure for Indian musicians.
“This is a significant step for the Indian music industry,” said Vinit Thakkar, Managing Director of Sony Music India. “By bringing together THG’s strength in global live touring and our deep local connections, we’re enabling Indian artists to access world-class resources and expand internationally like never before.”
Taylor Jones, CEO of The Hello Group, added, “The global potential of Indian music is undeniable. With our team on the ground in Mumbai and our international touring and publishing experience, THG India is positioned to become a powerful platform for elevating Indian artists globally.”
Sony Music India will provide strategic investment and access to its creative and commercial infrastructure, while THG will tap into its global touring and publishing expertise. THG’s publishing division, administered by Sony Music Publishing, has delivered over 50 Billboard #1 hits and worked with global artists such as BTS, ITZY, The Chainsmokers, and TWICE. Their live booking division has managed tours for artists like Jeff Satur, Mark Ambor, and Kang Daniel across key global markets.
THG India is set to play a key role in building international opportunities for Indian talent and shaping the next chapter of India’s global music presence.
With this partnership, Sony Music India and THG are not just investing in artists—they’re investing in the future of Indian music on the world stage.
