Excel Entertainment announced the launch of Excel Music.
With music artists building audiences beyond traditional film structures and regional repertoire gaining ground, leading production houses are strengthening their presence with new music labels. The industry has also seen the entry of new players. Yash Raj Films recently announced the launch of Raah Records, a new music company and incubator, to develop and support original artists while helping them build long-term creative careers beyond film music. UK-based Virtuoso Music, which announced its launch in India in June, said it is introducing a creator-first business model while developing a multilingual slate across Hindi, Punjabi, Tamil and Telugu. Excel Entertainment too announced the launch of Excel Music.“India has always been culturally significant, and we are now seeing it emerge as a defining force in music worldwide. Streaming, live music and catalogue monetisation are all growing at a remarkable pace, and with the breadth of regional language markets and the depth of artistry, there could not be a more exciting time for us to enter this market,” Sahaj Miya, Head of New Business & Music, UK-based Virtuoso Music, told businessline.“What is also changing is the shape of the market itself. Artists are building audiences beyond traditional film structures, regional and independent repertoire is gaining ground, and Indian music is travelling further than it ever has. We see India not only as a major market in its own right, but as central to where global music is heading,” he noted.Paid SubscriptionsIndustry players pointed out that with non-film music gaining traction, music labels are sharply focusing on artist development and original IP catalogues working with creators, who are building their own fandoms through social media.. This also comes at a time when labels are sharply focusing on monetisation through paid music streaming subscriptions, currently just a fraction of paid video subscriptions. As per estimates released by IMI-EY, the country had 14 million paid subscriptions in 2025, up 37 per cent over 2024, and is expected to grow to 28-30 million by 2028.Yash Raj Films (YRF) said Raah Records will bring together artist development, original music creation and long-term career building under one dedicated platform. The leading studio said rather than operating as a traditional release-driven label, Raah Records will act as long-term creative partner for artists. In a statement, Askhaye Widhani, CEO, YRF noted that “as India’s independent music ecosystem enters a defining phase of growth” the company “believes great artists need more than distribution; they need belief, time and long-term creative partnership.”Live Music SegmentMeanwhile, in August, Excel Entertainment too today announced the launch of Excel Music, backed by Universal Music Group as both a strategic shareholder and its marketing and distribution partner. For the movie production house, this is a natural extension. The company said Excel Music will be home to original film soundtracks and scores from Excel Entertainment’s slate, alongside music from films by leading filmmakers and production houses across India.This also comes as Indian consumers are shelling more for live music performances. As per estimates by PwC, India’s live music revenues is set to expand from $97 million to $112 million. “Consumers are showing a growing willingness to pay for immersive, exclusive, and premium entertainment experiences across music, sports, and cinema,” it added. Published on September 7, 2026
