Sony Music India, The Hello Group form JV to expand global touring for Indian artists

Sony Music India has entered into a joint venture with Los Angeles-based The Hello Group (THG) to launch THG India, a new entity aimed at supporting Indian artists in the global live music sector.

The venture combines Sony Music India’s understanding of the local market with THG’s international network in live touring and artist development. THG India will offer end-to-end services including artist management, event booking, and publishing support.

“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, added, “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 gaps in artist management and live touring infrastructure within India, offering new opportunities to artists. Sony Music India will provide investment and access to its creative and commercial platforms.

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THG’s publishing division, administered by Sony Music Publishing, has contributed to over 50 Billboard #1 chart entries and numerous platinum singles and albums for artists including BTS, NCT 127, ITZY, IVE, and others. THG’s booking agency has organized tours for artists such as Jeff Satur, Mark Ambor, I.M (of MONSTA X), and Kang Daniel.

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