Sony Music India and The Hello Group launch THG India JV

Sony Music India has joined forces with US-based global entertainment company The Hello Group to form THG India.

The strategic joint venture aims to aid Indian artists in tapping international markets, “particularly within the booming live music sector”.

THG India will provide “end-to-end support for talent” across “artist management, global live event booking, and publishing”, said a press statement announcing the launch. 

THG India marks the extension of a long-standing relationship between The Hello Group and Sony. The former’s publishing arm, which was established in 2021, and Sony Music Publishing renewed their multi-year partnership in February. 

The Hello Group, meanwhile, has been operating in India for about a year during which it has worked on a couple of collaborative single releases between local and international artists.

In 2024, it was behind the cross-continental track ‘Addicted’ by American electronic music duo The Chainsmokers, Brazilian DJ-producer Zerb, German composer INK and Indian singer/songwriters Guru Randhawa and Jonita Gandhi.

It also worked on the Steve Aoki remix of Bollywood music directors Salim-Sulaiman’s pop tune ‘Chhaila’, which features Hindi film playback vocalists Shreya Ghoshal and Sunidhi Chauhan.

With THG India, it hopes to replicate with Indian acts the success it’s had with taking K-Pop artists to charts and stages across the world.

As such, it’s another major label effort to stimulate an international crossover for South Asian talent, following the launches of Warner Music’s 5 Junction and 91 North Records, and the Universal Music-distributed Desi Trill.

For Sony Music India, the joint venture marks the third such strategic tie-up within the last 12 months.

In March, the major partnered with Tiger Baby Films to relaunch the production house’s label Tiger Baby Records, and in June last year, it signed a deal with movie and web series maker Maddock Films to co-create both soundtracks and pop projects.