"A Great Moment for the Indian Music Industry": The Hello Group and Sony Music Present THG India

 THG and Sony Music Launch THG India to Power Indian Talent onto the Global Stage

The Hello Group (THG) and Sony Music are doubling down on their collaborative ambitions — this time with a direct focus on the booming Indian music market. The two companies have officially launched THG India, a new joint venture designed to expand publishing, artist management, and international touring for Indian creators.

Headquartered in Los Angeles, THG has been gradually laying the groundwork for its India presence over the past few years. After first announcing a joint venture with Sony Music Publishing in 2021, THG has since scored notable successes — including a “crossover hit” featuring local Indian talent alongside U.S. superstars The Chainsmokers.

Now, with THG India formally launched in partnership with Sony Music India, the goal is clear: to bridge Indian artists to the global music ecosystem like never before.

“We’re here to amplify India’s voices like never before,” said Taylor Jones, founder and CEO of The Hello Group, who recently expanded his India-facing team with a new Mumbai-based hire. “There’s a new energy in Indian music, and we want to help bring that to the world.”

Global Ambition Meets Local Expertise

Sony Music India’s Managing Director Vinit Thakkar — formerly COO of Universal Music India — sees the partnership as a timely evolution of India’s place in the global music scene.

“THG India marks our first international collaboration of this scale in the country,” said Thakkar. “By combining THG’s global touring capabilities and international network with Sony’s deep local expertise, we’re giving Indian artists the support they need to break into global markets.”

This strategic partnership arrives as India’s music industry continues its pivot toward paid streaming, a shift that has seen slow but steady traction in a country historically dominated by free, ad-supported platforms. While monetization is still maturing, the creative momentum — and international interest — has never been stronger.

Riding the Wave of Global Music Collaboration

Driving this international push is a broader industry trend: geography is no longer a barrier to collaboration. With real-time production tools, file-sharing platforms, and remote recording capabilities, artists from Mumbai and Miami can now make music together as easily as if they were in the same studio.

“Collaboration in music today isn’t limited by geography,” said Vivek Patel, CEO of OmMuse, a rising music production workflow platform. “Artists can create in real time from anywhere in the world — and that changes everything.”

Part of a Bigger Sony Strategy in India

Sony Music’s investment in India goes well beyond THG. In 2023, Sony’s AWAL subsidiary began operations in the country, and earlier this year, Aniket Parpillewar — a veteran of both Amazon India and Sony Music — was appointed as AWAL’s Head of India and South Asia. Additionally, in March 2025, Sony Music Publishing extended its administration deal with TIPS Music, one of India’s most prominent catalog owners.

Together, these moves signal Sony’s growing confidence in India not just as a regional player, but as a global content hub for the next wave of international music success.

What to Expect from THG India

THG India will focus on:

• Publishing: Helping Indian songwriters and composers monetize their work both domestically and internationally.

• Artist Management: Offering full-service career development, marketing, and strategic planning for rising Indian artists.

• Global Touring: Building live performance opportunities across Europe, North America, and beyond.

With a rapidly digitizing infrastructure, a young and connected population, and a growing appetite for homegrown talent on the world stage, India is emerging as one of the music industry’s most promising growth territories.

And with THG India now officially in play, all signs point to a bold new era of Indo-global music fusion.