Mirzapur: The Movie Leads Bollywood with Universal Music India's 'Hear It First' Release Model

The soundtrack of the upcoming film "Mirzapur: The Movie" has become the first Bollywood album to adopt Universal Music India's "Hear It First" model, a pre‑release streaming strategy that lets listeners access the music before the official launch. The move marks a significant shift in how Bollywood soundtracks are promoted, aligning the industry with global streaming trends.

Under the "Hear It First" model, the album will be made available on major streaming platforms such as Spotify, Apple Music and Amazon Music ahead of its formal release date. The strategy is designed to generate buzz and gauge audience response, potentially influencing marketing decisions for the film.

Universal Music India has stated that this initiative aims to boost streaming numbers and provide fans with early access to new music. By partnering with a high‑profile project like "Mirzapur: The Movie," the label hopes to showcase the effectiveness of the model for future Bollywood releases.

While the exact release date for the soundtrack has not been disclosed, industry insiders suggest that the pre‑release window will coincide with the film’s promotional campaign, ensuring maximum visibility for both the music and the movie.