YRF, Excel Entertainment launch own music labels

Yash Raj Films and Excel Entertainment are among the movie production houses launching their own music labels, a move driven by the need to diversify revenue streams and control intellectual property. On August 4, YRF announced Raah Records and released its first original track, Jaadugari. A day earlier, Excel Entertainment launched Excel Music and unveiled Do Numbari, the first song from the upcoming Mirzapur: The Movie. Sunshine Pictures has also launched Sunshine Music, while Pooja Entertainment's ecosystem includes Jjust Music and Jjust Pooja.

Other production houses are branching into different areas. Balaji Telefilms has started talent management firm Hoonur and astrology app Balaji Astro Guide. Dharma Productions runs Dharma Collab Artists Agency. Abundantia Entertainment launched Abundantia aiON, a division focused on AI-driven storytelling. Industry analyst Thomson Andrews noted that holding music IP rights gives production houses greater control and improves business partnerships and brand integration.

The trend mirrors Hollywood-style moves. Universal Music Group invested Rs 800 crore in Excel Entertainment, and Adar Poonawalla-led Serene Productions acquired a 50% stake in Dharma Productions for Rs 1,000 crore, the Freepress Journal reports.