Sony Music is once again expanding its presence in the booming Indian music market, with Sony Music India forming a joint venture with Los Angeles-headquartered The Hello Group.
The new THG India aims to fill what Sony calls a “critical gap” in sophisticated talent management and live touring infrastructure in India.
The JV will leverage Sony Music India’s network and expertise in the South Asian market with THG’s expertise in live touring and artist management.
Founded in 2016 by A&R executive Taylor Jones, who serves as CEO, The Hello Group in an entertainment industry holding company that operates 16 businesses.
Among those businesses are Hello Management, label services company Hello Music, and THG Publishing, which launched in 2018 with administration by Sony Music Publishing, and is known for a catalog that includes songs from prominent K-pop bands like BTS, NCT 127, ITZY, IVE, Tomorrow X Together, ENHYPHEN and TWICE, as well as artists such as Steve Aoki and The Chainsmokers.
The company’s booking agency has booked shows and tours for artists including Jeff Satur, Mark Ambor, I.M (of MONSTA X), Matt Steffanina, Sunkis, Greyson Chance, EMEI, C-Kan, Kang Daniel, and others.
Vinit Thakkar, Managing Director, Sony Music India, described the new joint venture as a “great moment” for the Indian music industry.
“THG India marks our first international collaboration of this scale right here in India, and it serves as a critical bridge,” he said.
“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.”
“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.”
Vinit Thakkar, Sony Music India
THG’s Jones 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.”
For Sony Music, THG India represents the latest in a series of partnerships that have helped cement the company’s position in India’s music market, which is expected to see significant growth despite a decline in digital music revenues in 2024.
Earlier this year, Sony announced it had formed Tiger Baby Records, a joint venture with film production company Tiger Baby. That followed last year’s partnership with Mumbai-based film and web series production company Maddock Films, to produce film soundtracks, pop singles, and other music projects.
“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.”
Taylor Jones, The Hello Group
In 2022, Sony Music Entertainment and Sony Pictures Entertainment launched a JV called ‘Sony Entertainment Talent Ventures India’ (SETVI), focused on creating “ventures for media talent in India.”
Sony Music Publishing has also struck partnerships with India-based companies, notably one with Tips Music in 2023, which sees SMP administer and promote Tips’ catalog globally. The partnership was renewed earlier this year. SMP signed a similar deal with Indian label Big Bang Music in 2023.Music Business Worldwide
