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Major Indian film production houses are expanding beyond movies by launching music labels, talent agencies and AI- or astrology-focused ventures. Yash Raj Films, Excel Entertainment and Sunshine Pictures have entered music, while others are diversifying to unlock new revenue streams. The shift, driven by OTT and investor interest, also gives studios greater control over valuable IP and rights.

If you’ve been tracking happenings in the world of entertainment business over the last few months, there is a certain pattern you might have noticed — that of movie production houses launching their own music labels. On August 4, Yash Raj Films, which was founded in 1970, announced the launch of Raah Records, their new record label. The very next day, they released its first original track, Jaadugari, by singer-songwriter Aman.

Excel Entertainment, founded by Farhan Akhtar and Riteish Sidhwani, also launched Excel Music, Excel Entertainment's newly launched music label, on August 3. Ahead of the theatrical release of one of the year's most anticipated films, Mirzapur: The Movie, Excel Entertainment and Amazon MGM Studios unveiled Do Numbari, the first song from the film's soundtrack album. Composed, written and sung by Dhanda Nyoliwala, one of the biggest names in the Haryanvi music industry, the high-energy track marks the first-ever release under Excel Music.

AI, astrology and more

Sunshine Pictures, headed by Vipul Shah, which has produced films such as Commando, Force and Action Replayy, also launched their own music label, Sunshine Music. Pooja Entertainment, founded by Vashu Bhagnani, the name behind superhits such as Biwi No.1, Coolie No.1, and Hero No.1, has its affiliated ecosystem featuring Jjust Music and its devotional arm Jjust Pooja for specialised audio content.