Collective Media Network, a division of Collective Artists Network, has launched Trilok, a new virtual band that draws on Indian spiritual traditions while leaning into contemporary rock influences. Developed internally by Collective’s innovation team, the project reflects a growing interest in blending cultural storytelling with technology-driven formats.
The debut track, Achyutam Keshavam, released this week, layers devotional motifs with modern rock arrangements. While much of Trilok’s music and visual identity is powered by artificial intelligence, the initiative is less about technological novelty and more about exploring new modes of artist creation and fan engagement.
“This is not just a music release,” said Sudeep Lahiri, Head of Channels and Distribution at Collective Media Network. “We’re building Trilok as a character-driven music property that can evolve across formats — not just playlists, but video, story arcs, and digital fandom.”
Trilok is the latest in a series of virtual-first experiments from Collective, which previously introduced AI-generated creators such as Kavya Mehra and Radhika Subramaniam. However, Trilok moves beyond individual avatars toward a more structured band format. Each member has a defined personality and backstory, intended to engage audiences across short-form content and emerging fan communities.
According to the company, the project aims to reimagine India’s devotional sonic vocabulary for a new generation, without positioning itself strictly as a religious or nostalgic act. “We’re referencing the familiar, but we’re not treating it with reverence. The goal is to see what happens when these sounds are pulled into a high-energy rock environment,” said a representative from the label.
The band’s rollout includes stylised visual teasers and supporting content across YouTube, Instagram, and streaming platforms. While the music is produced using AI tools, human producers and visual artists continue to shape its creative direction.
Trilok arrives at a time when AI-generated music and virtual acts are gaining traction globally, particularly in K-pop and experimental indie circles. In India, however, virtual bands remain largely unexplored. Collective’s approach appears to position Trilok not just as a novelty, but as a new kind of format: music with built-in storytelling, visual continuity, and cross-platform potential.
The launch also reflects a wider shift in the Indian entertainment industry, where brands and media networks are beginning to explore how format innovation — rather than star-driven visibility — can unlock new forms of cultural engagement.
Trilok’s debut single Achyutam Keshavam is now available on all major platforms.
