Excel Entertainment Enters Music Industry with Launch of Excel Music

What Happened

Excel Entertainment, the prominent Indian film production house founded by Ritesh Sidhwani and Farhan Akhtar, has officially announced its entry into the music industry with the launch of a new vertical, Excel Music. The announcement, which took place in early August 2026, signals a significant pivot for the production company, which has spent over two decades focusing exclusively on film and television content.

The launch is not merely a corporate expansion but is tied directly to the studio’s current slate of projects. The inaugural project for the label is the soundtrack for the highly anticipated film, Mirzapur: The Movie. By establishing this label, the studio aims to take direct control over the distribution, marketing, and monetization of the musical assets associated with its creative output.

Key Details

The establishment of Excel Music represents a structural change in how the studio handles its intellectual property (IP). Historically, major production houses in India have frequently licensed their music rights to established music labels like T-Series, Sony Music India, or Tips Industries. Under that traditional model, the production house would receive an upfront fee, but the long-term revenue generated from streaming, radio play, and synchronization rights would largely accrue to the music label.

With the launch of Excel Music, the studio is moving toward an in-house model. This allows the production house to retain full ownership of its music catalogs.

• Strategic Alignment: The label will serve as the primary home for soundtracks produced for Excel Entertainment’s upcoming films and web series.
• Inaugural Project: The first release under the banner is the music for Mirzapur: The Movie, a cinematic adaptation of the popular streaming series that has garnered a massive following.
• Operational Scope: While the initial focus is on the studio's own film soundtracks, the label structure is designed to be scalable, potentially allowing for the acquisition or production of independent music tracks in the future.

Context

Founded in 1999, Excel Entertainment has been responsible for some of the most influential films in modern Indian cinema, including Dil Chahta Hai, Lakshya, and Zindagi Na Milegi Dobara. For years, the company operated primarily as a content creator, relying on external music labels to handle the complex ecosystem of music distribution and royalty collection.

The Indian music industry has undergone a massive transformation over the last decade, driven largely by the proliferation of high-speed internet and the dominance of audio streaming platforms. As music consumption has shifted from physical sales and radio to digital streaming, the value of music catalogs has skyrocketed.

"The music industry in India has become the backbone of film marketing. A hit song can often determine the opening weekend box office numbers for a feature film, making the ownership of these rights a strategic imperative for any major production house," noted a market analyst familiar with the media landscape.

This shift by Excel Entertainment mirrors a broader trend within the Indian entertainment industry, where production houses are increasingly seeking to become full-stack media companies. By controlling the music rights, studios can maximize the lifecycle of their content, ensuring that they benefit from the long-tail revenue generated by popular soundtracks long after a film has left theaters or streaming platforms.

Why It Matters

This move is significant for several reasons, primarily concerning the economics of Bollywood.

1. Vertical Integration: By bringing music production and distribution in-house, Excel Entertainment is reducing its reliance on third-party labels. This allows for greater creative control over the music, ensuring that the soundtracks align perfectly with the vision of the filmmakers.
2. Revenue Retention: Streaming royalties represent a growing portion of media revenue. By owning the masters, the studio keeps a larger share of the profits that would otherwise be shared with or entirely captured by a third-party label.
3. Marketing Synergy: Music is the primary marketing tool for Indian films. With an in-house label, the studio can coordinate the release of songs, music videos, and promotional content with much greater agility, ensuring that the marketing campaign for a film is cohesive and unified.

Furthermore, the choice to launch with Mirzapur: The Movie is a calculated risk that is likely to pay off. The Mirzapur franchise has a built-in, highly engaged audience. Leveraging this existing fanbase to introduce the Excel Music brand provides an immediate platform for the label, ensuring that its first releases receive significant attention from the outset.

Bottom Line

The launch of Excel Music is a clear indicator that Ritesh Sidhwani and Farhan Akhtar are positioning their company for a new era of media production. By reclaiming control over their musical assets, they are not only diversifying their revenue streams but also strengthening their position in an increasingly competitive entertainment market. As the lines between film, music, and digital content continue to blur, the ability to own and manage the entire IP ecosystem will likely prove to be a decisive advantage for major production houses.

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