Universal Music Indias Hear It First Launches Mirzapur: The Movie Soundtrack Ahead of Theatrical Debut

On 30 August 2026, Universal Music India rolled out its ‘Hear It First’ program—granting paid‑streaming subscribers early access to new releases—by debuting the complete soundtrack of Mirzapur: The Movie. The film, the first Amazon Prime Video series to hit Indian theaters, is set to premiere on 4 September 2026.

This marks Bollywood's inaugural adoption of a subscriber‑first release model. The platform noted that the soundtrack was issued through Excel Music, the freshly launched label of Excel Entertainment. The launch follows earlier ‘Hear It First’ offerings like Harrdy Sandhu’s “Stuck on You” and Badshah’s “Chimna,” both of which were released to premium users ahead of the general public.

Vishal Ramchandani, CEO of Excel Entertainment, explained that the strategy aims to fortify India’s paid‑music ecosystem. “Building a stronger paid music ecosystem is important for the long‑term growth of the Indian music industry,” he said. “‘Hear It First’ gives fans another reason to subscribe while creating greater value for artists, labels and the entire ecosystem.”

As a subsidiary of Universal Music Group, Universal Music India is using the initiative to set its paid tier apart. The company highlighted that the model lets subscribers hear select new releases before they reach the wider audience, breaking from the traditional simultaneous release that has long dominated film music.

Industry context

The launch arrives amid a broader surge in paid music subscriptions across India. An EY report released in July 2026 projects the paid‑subscription base to reach 28–30 million by 2028, up from an estimated 14 million at the end of 2025. The report notes that a stronger subscription ecosystem fuels investment, nurtures talent and expands the cultural footprint of Indian music globally.

For creators and producers, the initiative presents a fresh revenue stream and a chance to engage audiences early. By tying exclusive early access to a subscription, Universal Music India hopes to generate more predictable income for artists and labels while giving listeners a tangible incentive to upgrade.

Impact on the film’s music campaign

The Mirzapur soundtrack features tracks like “Do Numbari,” the first song released ahead of the film’s theatrical launch. Composed and performed by Dhanda Nyoliwala, the track debuted as part of the early‑access campaign and is available to premium subscribers on the same day as its public release.

This approach dovetails with the film’s marketing schedule. By offering the soundtrack early to paying users, the studio and label aim to spark buzz and sustain momentum ahead of the September 4 opening.

Conclusion

With the Mirzapur: The Movie soundtrack, Universal Music India has brought its ‘Hear It First’ initiative into Bollywood, signaling a move toward subscriber‑first releases for film music. The strategy echoes a wider industry effort to expand paid music subscriptions in India and to furnish artists and labels with new value‑creation tools.

Success will be gauged by subscriber uptake and the soundtrack’s commercial performance, both of which Universal Music India and Excel Entertainment will monitor closely as they evaluate the model’s viability for future releases.