On World Music Day 2026, celebrated singer Sonu Nigam announced the launch of I Believe Your Music (IBYM), a new initiative aimed at discovering, mentoring and promoting emerging music creators from India and around the world. Designed as more than just a talent platform, the programme seeks to provide aspiring artists with the guidance, resources and industry support needed to build sustainable careers in music.
The initiative reflects Sonu Nigam’s desire to give back to the industry that shaped his own journey. Having spent decades as one of India’s most respected playback singers, he now hopes to create opportunities for musicians who may have talent but lack access to the right networks and professional support.
Speaking about the launch, Sonu Nigam said that belief and encouragement played a crucial role in his own career and that he wants to offer the same support to the next generation.
“When I started my journey, someone believed in me and trusted my talent. That belief changed my life. Through I Believe Your Music, I want to become that believer for aspiring artists and help them bring their authentic voices to the world,” he said.
IBYM is an extension of Sonu Nigam’s independent music label, I Believe Music, which was launched in 2020 to promote original music and meaningful collaborations. With the new initiative, the singer is expanding that vision by creating a structured ecosystem for composers, lyricists, singers, music producers and instrumentalists.
Selected artists will receive direct mentorship, creative guidance and professional feedback on their work. The programme will also offer support in areas such as marketing, audience development, release planning, promotional strategy and worldwide digital distribution. Participants will have opportunities to collaborate with established industry professionals and, in select cases, work directly with Sonu Nigam himself.
A key feature of the initiative is its partnership with Global Music Junction (GMJ), which joins as a creative, promotional and distribution partner. The collaboration aims to combine Sonu Nigam’s artistic vision with GMJ’s expertise in artist development and global music marketing.
What sets IBYM apart from many talent discovery programmes is Sonu Nigam’s personal involvement. According to the organisers, every submission will be reviewed by the singer and his team, ensuring that creators receive genuine attention rather than being filtered solely through automated systems.
The initiative also embraces technology to create a more transparent experience for participants. Artists will be able to submit their work through a dedicated platform and track the progress of their applications through personalised dashboards. This system is designed to provide visibility and communication throughout the evaluation process.
Unlike traditional music competitions, I Believe Your Music is not focused on follower counts, viral trends or popularity metrics. Instead, it seeks to identify creators who are committed to producing meaningful and original music.
At its core, the initiative is built on a simple idea: talented artists deserve opportunities, guidance and belief in their potential. By launching I Believe Your Music, Sonu Nigam hopes to create a movement that supports creativity, encourages artistic integrity and contributes to the continued growth of India’s independent music ecosystem.
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