Sonu Nigam Turns Mentor, Launches Platform to Back New Music Talent

Singer Sonu Nigam has stepped into a new role - that of mentor - with the launch of "I Believe Your Music" (IBYM), a platform aimed at supporting independent artists across the country. The initiative was unveiled on World Music Day, June 21, 2026.

Unlike a typical talent hunt, IBYM is being positioned as a long-term support system for singers, composers, lyricists, producers and instrumentalists who are trying to break into the industry. The idea, according to the team behind it, is to give emerging artists access to the kind of guidance and resources that are usually hard to come by without industry connections.

Artists who submit their work through the platform will get more than just a chance to be heard. The initiative promises mentorship, creative feedback, help with marketing, release planning, and assistance with getting music distributed globally. To support this, IBYM has partnered with Global Music Junction (GMJ), a music distribution and services company, which will help extend the platform's reach.

A key detail organisers are emphasising is that submissions won't be filtered through algorithms alone - Nigam and his team will personally go through each entry. The platform is also being described as non-competitive by design; there are no eliminations or rankings involved, with the focus instead on identifying and nurturing original music.

For Nigam, who has spent decades as one of Indian playback singing's most recognisable voices, IBYM marks a shift toward using that experience and credibility to open doors for artists who don't yet have a platform of their own.