On his birthday—which falls on 30 July—in 2020, Sonu Nigam launched his own label I Believe Music. This year, the veteran Indian film playback and pop singer used another special occasion, Word Music Day—celebrated on 21 June—to start another initiative, I Believe Your Music (IBYM), which is “designed to discover, mentor, support, and elevate emerging music creators from India and around the world”.
While I Believe Music has mostly put out devotional music by Nigam, IBYM will be an extension of the label that will work with other composers, lyricists, singers, music producers, and instrumentalists. In addition to releasing and distributing their tracks, IBYM will provide them with both mentorship and marketing support, as well as the possibility of working with Nigam and collaborating with established industry professionals on projects.
“When I started my journey, someone believed in me and trusted my talent and vision,” says Nigam in the press announcement. “That belief changed my life. Today, I want to become that believer for aspiring artists. We are living in a golden age of independent music, and through I Believe Your Music, I want to help creators bring their authentic voices and stories to the world.”
He’s partnered with Global Music Junction, which has been exclusively marketing and distributing I Believe Music’s repertoire, to do the same for IBYM’s releases. Artists who send their music to the sub-label will be able to monitor the status of their submissions in real time through personalised dashboards, thereby offering a layer of transparency to the evaluation and selection process.
I Believe Music and its new offshoot aren’t Nigam’s only label ventures. He’s among the musicians involved with the Hong Kong-headquartered Pacific Music Group, which was announced in November 2025 and is focused “on discovering, mentoring, developing, and promoting” talent from across Asia.
