A New Player Enters The Arena
On August 3, 2026, Excel Entertainment officially announced the launch of Excel Music, a dedicated label created in a strategic partnership with Universal Music Group. UMG has joined as a strategic shareholder and will handle the marketing and distribution
for the new label. This venture marks a formal entry into the recorded music business for the production house, which has long been celebrated for its distinctive soundtracks. The label's first release is set to be the soundtrack for the highly anticipated 'Mirzapur: The Movie', with its first single featuring Haryanvi music star Dhanda, marking his Bollywood debut. In a joint statement, founders Ritesh Sidhwani and Farhan Akhtar called the launch a "natural extension" of their passion for music, signaling their intent to collaborate with top talent to create music that resonates across generations. The plan isn't just to release music for their own films; Excel Music aims to be a home for soundtracks and scores from filmmakers all across India.
A Legacy of Landmark Soundtracks
Excel Entertainment's move to launch a music label is hardly surprising given its history. For over two decades, the production house has curated some of modern Hindi cinema’s most defining and beloved albums. Their filmography reads like a playlist of hits that have shaped musical tastes. It began with the game-changing soundtrack for 'Dil Chahta Hai' (2001), which redefined cool for a new generation. This was followed by the raw energy of 'Rock On!!', the soulful travel anthems of 'Zindagi Na Milegi Dobara', the stylish beats of 'Dil Dhadakne Do', and the culture-defining hip-hop of 'Gully Boy'. These albums did more than just support their films; they became cultural touchstones, demonstrating Excel's innate understanding of how music can be integral to storytelling. By taking control of their music rights and distribution, they are building on a powerful legacy.
From Promotional Tool to Revenue Stream
For decades, film music in India served primarily as a marketing tool to attract audiences to theatres. A hit song could guarantee a strong opening weekend. While that's still true, the digital era has fundamentally changed the economics of film music. Today, a soundtrack is a valuable asset in itself, generating revenue long after a film has left the cinema. Streaming platforms have turned music consumption into a daily habit for millions of Indians. While film music dominates the Indian market, accounting for up to 80% of revenue, the money is now in streams, licensing, and digital rights. By launching its own label, Excel Entertainment gains direct control over this significant revenue stream, turning what was once a promotional expense into a long-term, profitable division of the company.
Life Beyond the Silver Screen
The core of Excel's new strategy lies in understanding that a song's journey no longer ends when the film credits roll. In today's ecosystem, a song lives on through countless Spotify playlists, Instagram Reels, and YouTube Shorts. It becomes the soundtrack to weddings, road trips, and viral dance challenges. A song is an independent cultural product. This extended lifespan is where the real value lies. A dedicated music label allows a company to strategically manage this lifecycle. It can push tracks for sync licensing in advertisements, facilitate artist tours based on a popular album, and create music-focused content that keeps the film's brand alive. This is about building a 360-degree entertainment experience where the music and the movie continuously support and elevate each other, creating a cultural footprint that extends far beyond the screen.
Empowering Artists and Building an Identity
A production house-led music label also offers a unique proposition for artists. It can create a more collaborative and integrated environment where composers, lyricists, and singers are involved earlier in the filmmaking process. For a company like Excel, known for its distinct aesthetic, a music label helps cement a clear audio brand. Just as audiences know what to expect from an Excel film, they will come to recognize the sound of Excel Music. This move also allows them to discover and nurture new talent, like their debut with Haryanvi artist Dhanda, bridging the gap between regional music scenes and mainstream Bollywood. By investing in both the music and the musicians, Excel is not just building a catalogue of songs, but a stable of artists and a distinct musical identity that can attract both listeners and future collaborators.
