MUMBAI: Hoopr, the nation’s first music licensing platform, has unveiled its largest-ever festive catalogue with over 500 curated tracks available on its self-serve platform, Hoopr Smash. Featuring icons like Shreya Ghoshal, Arijit Singh, Salim–Sulaiman, and regional talents such as Pawandeep Rajan and Rajeshwarie Raj, the collection spans India’s vibrant festival calendar, from Navratri and Karwa Chauth to Diwali, Chhath, and Eid.
Curated across moods, languages, and genres, the catalogue is designed for brands, influencers, and content creators seeking culturally resonant, copyright-safe soundtracks. It supports over 30 content verticals, including fashion, F&B, travel, wellness, and automobiles. From devotional bhajans to festive pop hits, Hoopr offers creators the right track to amplify engagement and storytelling.
Internal research by Hoopr highlights music as a key driver of content performance. Short-format videos using music achieve 4.3 times higher visibility, with trending festive tracks alongside influencers boosting engagement by up to 17 times. As India gears up for festivals from Navratri to Valentine’s Day, music plays a critical role in creating original, timely, and emotionally engaging campaigns.
Hoopr co-founder Gaurav Dagaonkar said, “Creators and brands struggle to find the right festive music due to copyright concerns and limited regional choices. Our curated catalogue solves this, enabling seamless content creation and culturally relevant campaigns while supporting artists fairly.”
Hoopr co-founder Meghna Mittal added, “Festive music is a key growth driver for licensing in India. Hoopr Smash offers instant access to tracks, intelligent discovery tools, and quick licensing options, helping creators and brands engage audiences at scale with minimal hassle.”
With 500 plus tracks spanning Hindi cinema, regional, and independent music, Hoopr is setting a new benchmark for India’s music licensing industry, ensuring the festive season resonates not just with lights, but with the perfect soundtrack.
MUMBAI: Hoopr, India’s first music licensing platform, has struck a major chord in the country’s creator economy, disbursing over Rs 4.5 crore to more than 1,500 artists across 20 genres over the past three years. The milestone marks an industry first in micro-sync licensing payouts, underscoring Hoopr’s mission to build a transparent and sustainable revenue stream for India’s independent music community.
Unlike traditional music models where earnings are often dominated by established labels and chart-topping artists, Hoopr’s system ensures fair compensation for those who typically remain behind the scenes: music producers, composers, and background score creators. Each time a brand or content creator licenses a track through the platform, the artist earns directly, taking home 50–65 per cent of the revenue.
The platform’s roster includes both seasoned and emerging names such as Nilesh Dahanukar (Special 26, Tanhaji: The Unsung Warrior), Divya Limbasia (The Family Man), Aditya Kudalkar (Gathan), and Devashish Korani (Yeh Chahiye, Ruaa Ruaa).
Hoopr currently powers over 30,000 creators, including Ashish Vidyarthi, chef Ranveer Brar, and Flying Beast and collaborates with more than 175 brands such as ITC, Himalaya, Myntra, Meesho, Marico and Ultratech.
Highlighting the platform’s impact, emerging artist Trivarg Arandhara (Triv) from Assam earned more from a single micro-licensing deal on Hoopr than he would have from 4.8 lakh streams on Spotify or Youtube.
Co-founder and CEO of Hoopr Gaurav Dagaonkar said, “This milestone goes beyond payouts, it signals a shift toward sustainable income for artists. Licensing is the future of creator monetisation, and Rs 4.5 crore is only the beginning. We aim to surpass Rs 100 crore in payouts by FY2028.”
Co-founder and CRO Meghna Mittal added, “Transparency and trust have always been at the heart of Hoopr. Our tech-enabled backend ensures artists are paid promptly whenever their music is used. We’re building an inclusive ecosystem where every artist can thrive and where brands can easily access authentic, culturally resonant music.”
MUMBAI: Hoopr Smash announced its strategic partnership with Turnkey Music & Publishing Pvt. Ltd., an independent music publisher, founded and headed by seasoned music industry veteran, Atul Churamani. Through this partnership, more than 1250 tracks, largely English, from Turnkey’s catalogue, will now be available for licensing through the Hoopr Smash platform. This addition expands Hoopr Smash’s rapidly growing library to 20,000+ tracks, marking a significant milestone in making high-quality, international-standard English tracks more accessible and legally licensable for creators and brands across India.
With a legacy rooted in artist development and publishing innovation, Turnkey Music & Publishing has worked with international catalogues, domestic copyright owners, and independent singer-songwriters. Led by industry expert, Atul Churamani – who has played a key role in shaping Indian pop, music publishing and digital music in India – Turnkey focuses on curating high-quality English music across genres like soul, blues, indie rock, and pop. The label has built a strong identity through sharp A&R, a culture-first approach, and acclaimed initiatives like Paddy Fields, India’s first folk fusion festival. This partnership brings Turnkey’s globally-relevant English music catalogue to Hoopr Smash’s self-serve platform, enabling creators and brands to license world-class tracks legally and effortlessly; while ensuring fair monetization for artists and rights holders alike.
Churamani said, “Hoopr Smash is doing a great service to musicians and brands alike. With the amount of music being released every day, it has become challenging for brands to find new and appropriate music that is a fit for them. So we are extremely excited about partnering with Hoopr, especially as Gaurav Dagaonkar and his team have worked hard to get the Hoopr platform to where it is today, ensuring that musicians are compensated fairly for their work. In addition, Gaurav has been particular about engaging with the Indian Performing Rights Society as well, so that composers and lyricists also receive their share of royalties. Micro licensing is the new mantra for musicians and creators and we could not have asked for a better partner to help build a sustainable business for them.”
Hoopr co-founder & CEO Gaurav Dagaonkar said, “India’s content ecosystem is booming, but the independent music space has long lacked accessible, legal licensing options. With Turnkey’s diverse and globally-relevant catalogue now on Hoopr Smash, we’re addressing this critical gap while expanding our offerings meaningfully. Atul Churamani’s legacy in artist development and the music publishing space adds immeasurable value to this collaboration. Together we hope to create a future ready and transparent ecosystem where brands and creators license music in a responsible manner and artists receive fair compensation.”
Hoopr Co-Founder & CRO, Meghna Mittal added, “As the demand for English music grows across branded digital content, campaigns, and creator communities, it’s crucial that the music licensing infrastructure evolves to match the growing demand. Our partnership with Turnkey brings not just a rich catalogue of English tracks, but also decades of publishing expertise to the platform. Hoopr Smash’s real-time licensing, automated compliance, and intuitive discovery tools ensure that creators can access world-class music legally and instantly—while rights holders benefit from full transparency and control. This is exactly where tech, creativity, and fair monetization meet.”
With over 80,000 brands producing digital content in India daily, nearly 87 per cent of whom operate without proper licensing, the need for a transparent, ethical music licensing solution is more urgent than ever. This collaboration between Hoopr Smash and Turnkey directly addresses India’s ₹10,000 crore annual loss due to unlicensed music usage, by offering a legally compliant, scalable framework that benefits both artists and content creators.
MUMBAI: In a digital world where content is king and background music makes the crown sparkle, the stakes for licensing music just got louder. Hoopr Smash has struck a strategic partnership with Merchant Records—the label founded by composer duo Salim–Sulaiman—bringing over 450 new tracks into its fast-expanding library.
The partnership marks a high-decibel leap for India’s legal music licensing ecosystem. Hoopr Smash now offers a robust catalogue of more than 18,500 tracks, reinforcing its role as the go-to destination for brands, creators and agencies seeking fully compliant audio content.
With a musical legacy spanning 25 years, Merchant Records has worked with some of the most recognisable voices in India, including Sonu Nigam, Shreya Ghoshal, Arijit Singh and Sunidhi Chauhan. The label’s iconic IP Bhoomi, now in its sixth edition, celebrates India’s folk and spiritual heritage—tracks that have trended across platforms like Instagram and Youtube.
“Our catalogue—spanning culturally rich tracks, truly independent music, and original music IPs like Bhoomi—has long been part of India’s sonic landscape. With Hoopr Smash, we’re excited to bring this body of work to brands and creators through a platform that values compliance, transparency, and technology. This partnership gives us the ability to monetise our music more efficiently while providing creators a legal and scalable solution to use the sounds their audiences already love. It’s a win for the ecosystem at large”, said Merchant Records co-founder Salim Merchant.
India’s content economy sees over 80,000 brands generating digital content daily—87 per cent of which reportedly violate music licensing norms. With unlicensed usage contributing to an estimated Rs 8,000 crore loss annually, platforms like Hoopr Smash aim to close the gap between legality and creativity.
“India’s music ecosystem is at a turning point. With over millions of content pieces created daily by 80 million content creators, the demand for high-quality, culturally relevant music is soaring—but so is the need for legal, ethical, and transparent licensing. Our collaboration with Merchant Records is an important step in addressing this gap. Salim–Sulaiman’s legacy and versatility has inspired and shaped generations, and we plan to create a structured, inclusive, and future-ready music licensing ecosystem together. At Hoopr, we aim to empower creators, protect rights and enable brands to tell stories with music in a way that’s free of legal uncertainties. This isn’t just about access; it’s about impact, equity, and sustainability in how music is used and monetized in the digital era, especially when over Rs 8,000 crore is lost annually due to unlicensed usage”, said Hoopr co-founder & CEO Gaurav Dagaonkar.
Hoopr co-founder & CRO Meghna Mittal highlighted that Hoopr Smash is powered by a compliance-first, tech-driven platform designed to streamline music licensing at scale. “Collaborating with Merchant Records—whose repertoire includes some of India’s most iconic and culturally significant music—is a significant milestone for us”.
Merchant Records CEO Shivansh Jindal reinforced the need to align reach with responsibility. “Partnering with Hoopr Smash enables us to take a major step in that direction. It’s not just about licensing—it’s about building a culture of respect for music, and ensuring that the industry grows on the foundations of fairness, creativity, and collaboration”.
As brands and creators compete to stand out in India’s content boom, this partnership promises to hit the right note—legally, ethically, and loud enough to be heard above the digital noise.
MUMBAI: India’s content creators have been grooving without a licence until now. In a game-changing move for the booming creator economy, Hoopr has launched Hoopr Smash, a slick, self-serve music licensing platform that finally lets brands, agencies, and creators use hindi and regional tracks legally and affordably without hitting a sour note.
This digital-first marketplace is shaking up the copyright jungle by giving creators instant access to music from one of the most iconic catalogues in Indian cinema: YRF Music, with over 1,000 blockbuster tracks. It also ropes in 17 regional labels and over 380 artists, from A.R. Rahman and Vishal-Sheykhar to Badshah, Bohemia, and Jasleen Royal, offering a library of more than 18,000 licensable tracks and counting.
With India churning out 80,000 branded content pieces and 550,000 creators posting daily, music is often used with more enthusiasm than legality. As per industry estimates, 87 per cent of music use in content is wilfully violating copyright, bleeding the industry of a jaw-dropping Rs 3,600 crore annually. Hoopr Smash wants to plug that leak and fast.
The platform works like an e-commerce checkout for beats. Users can license a track in under 15 minutes, choosing from bundles or per-track payments. Content is sorted by use case, mood, and moment, think Diwali jingles or wedding reels plus a live ‘Trending Tracks’ feature keeps brands tuned in to what’s hot. Whether it’s a mangalsutra ad or a monsoon campaign, there’s a song for every storyline.
Commenting on the launch, Hoopr co-founder & CEO Gaurav Dagaonkar said: “As an artist, I have experienced the challenges of India’s fragmented music licensing ecosystem where even my own songs have been used without permission or payment. While brands want to license music the right way, they often find themselves navigating a complex and inconsistent process while trying to license songs. Licensing Bollywood music in particular has often been complicated, with unclear legal pathways and limited access for most brands. With Hoopr Smash, we are addressing this gap by building a transparent, accessible, and efficient platform that simplifies the legal licensing of popular Bollywood songs for all stakeholders. We envision Hoopr Smash becoming the go-to destination for ethical music licensing, empowering brands to create freely and fearlessly, while ensuring artists and music owners receive the value they truly deserve.”
Adding to this Hoopr co-founder & CRO Meghna Mittal said “Hoopr Smash is designed to address the long-standing issues of Bollywood music licensing. After extensive research with 160 plus brands and agencies, we understood that there were some major pain points volatile pricing, long negotiations, and decentralized clearance processes. Smash eliminates this by displaying Bollywood music-trending updates in real time, offering intelligent track curation, and instant licensing, allowing brands to access popular tracks faster and stay legally compliant. The site offers affordable pricing and a seamless checkout experience, and ensures that artists and labels are dealt with fairly. This is a giant leap in building an open and sustainable music licensing infrastructure in India.”
Commenting on this unique partnership Yash Raj Films Pvt. Ltd. vice president of digital & new media Anand Gurnani stated, “Hoopr’s technology presents an exciting opportunity for us to expand our reach to long-tail consumers and enhance the accessibility of our music catalogue. This partnership not only provides brands with seamless access to our extensive music catalogue but also streamlines the licensing process, ensuring efficient and compliant usage. We are confident that this collaboration will open up exciting opportunities for responsible brand engagement across short-form formats while helping us connect with wider audiences.”
In a content landscape bursting with reels, remixes, and reaction videos, Hoopr Smash lands as a much-needed remix to India’s outdated music licensing scene. More than a tech tool, it’s a cultural clean-up. By marrying ease, legality, and fairness, Hoopr Smash might just be the soundtrack to a more ethical, efficient content future.
Mumbai: Hoopr, known for its tech-driven music licensing solutions, has launched Hoopr Brand Solutions (HBS), a new division to enhance its B2B offerings. HBS combines Hoopr’s platform, music library, and creator network to provide music-led, integrated brand solutions, positioning itself as India’s only entity focused on using music for strategic branding.
Led by Meghna Mittal (co-founder & CRO), Kartikeya Haritwal (sales head), and Alok Kaul (creative lead), with guidance from Gaurav Dagaonkar (co-founder & CEO), HBS aims to collaborate with brands and their agencies to incorporate music into creative strategies for launch, awareness, promotions, and engagement.
“At Hoopr, we’ve always been passionate about empowering creators and brands with high-quality music,” said Hoopr co-founder and CEO Gaurav Dagaonkar. “Brands, today, are actively looking to use music as a medium to connect with their audiences and with HBS, we’re bringing together all the elements of our ecosystem to offer our clients a comprehensive bespoke solution for higher engagement through music. It is like a brand having its own label and music strategy that suits its positioning and TG, completely powered by Hoopr.”
HBS will leverage Hoopr’s 250,000-plus artist and creator network to provide brands with cost-effective, quick turnaround services for songs, brand anthems, and music videos across multiple languages and genres. It will also handle music distribution on streaming platforms and amplify content on social media platforms like Instagram, YouTube, and Snap via its creator community. Additionally, HBS has partnered with the YouTube music channel Songfest for expanded reach and engagement.
The company believes that music-led campaigns deliver higher organic engagement and brand recall compared to traditional advertising.
“Music and music videos are the most consumed forms of entertainment today, which is why brands are increasingly integrating them into their marketing strategies,” said Hoopr co-founder & CRO Meghna Mittal. “With Hoopr Brand Solutions, we aim to help brands unlock that potential through campaigns that are not only impactful but measurable and long-term. We want to shift the mindset that only large brands or specific categories can leverage music strategy—music is a universal format that resonates across categories, builds an emotional connect and contrary to popular belief, is extremely cost-effective.”
Mittal elaborated, “Much like influencer marketing has become a staple for brands, we believe music marketing is the next frontier. It’s time for every brand to have a year-round music strategy.”
HBS has already partnered with major brands and agencies like Himalaya, Myntra, ITC, and Motivator World, and worked with artists such as Monali Thakur, Nikita Gandhi, Shaan, and various independent artists.
Gaurav Dagaonkar’s experience as an award-winning music director and IIM Ahmedabad alumnus strengthens Hoopr’s credibility in music marketing. Hoopr combines expertise in music, technology, and community engagement, positioning itself as a leader in the Indian market.
By tapping into the ₹3,500 crore creator market and the growing ₹40,000 crore digital advertising market, HBS is becoming a key player in the advertising ecosystem. Its data-driven approach, supported by its tech platform, creator network, and ad-ex insights, promises measurable ROI for brands through music-driven solutions. Hoopr aims to build lasting intellectual properties through collaboration with brands and creators.
Mumbai: Hoopr, a platform for discovering and licensing high-quality, copyright-free music, has launched “Yaari Teri,” a new song by Chirrag Modi, just in time for Friendship Day.
Chirrag Modi, an India-based rapper-singer-songwriter, transitioned from the corporate world to music, reflecting his dedication to the art. In “Yaari Teri,” Modi’s unique style and relatable lyrics capture the essence of Friendship Day, resonating with listeners.
Hoopr offers a platform for rising artists like Chirrag Modi to share their music. As a hub for emerging talent, Hoopr provides a vast library of copyright-free tracks, helping creators find the perfect music for their projects. Hoopr co-founder and CEO Gaurav Dagaonkar commented, “We are thrilled to support artists like Chirrag who bring fresh and meaningful music to our platform. ‘Yaari Teri’ is a beautiful tribute to friendship, and we’re excited to share it with a wider audience.”
Hoopr general manager of music, Bhumika Shukla added, “At Hoopr, we believe in empowering artists and giving them a stage to showcase their talent. ‘Yaari Teri’ is a testament to the kind of authentic and relatable music that our platform aims to promote. We’re proud to be a part of Chirrag’s journey and to celebrate Friendship Day with this wonderful release.”
Mumbai: In a world where music elevates every visual experience, the quest for the right soundtrack is crucial yet challenging. Finding music that not only resonates with your project but also adheres to copyright laws can be a complex task for creators and businesses alike. As digital content grows exponentially, the need for accessible, high-quality, and copyright-safe music is more pressing than ever.
This is where innovative solutions by Hoopr.ai come into play. Founded by music director and entrepreneur Gaurav Dagaonkar, Hoopr.ai offers a comprehensive solution to the music licensing puzzle. Combining Dagaonkar’s engineering precision with his deep music industry experience, Hoopr.ai provides India’s largest library of original, copyright-safe tracks. The platform bridges the gap between creators and high-quality music, making it easier than ever to enhance content with the perfect soundtrack.
Delving deeper, Indiantelevision.com caught up with Hoopr.ai co-founder & CEO Gaurav Dagaonkar to know more about his music career, Hoopr’s inception, growth strategies, projects and initiatives, and more…
Edited Excerpts:
On the inspiration to start Hoopr.ai, and your background in music and business shaping its development; Also the key challenges you faced, and how did you overcome them
I did my engineering from Mumbai and my MBA from IIM Ahmedabad. This period of time really shaped my interest, inclination and exposure to music. Engineers are known to have a ‘jugaad’ or let’s-automate-it approach in life and coming from a premier business institute like IIMA, I was strongly instilled with business values where I got an opportunity to interact with some stellar peers, faculty and industry leaders.
I started my music career in 2007 and continued it till 2017. In these 10 years I realised that as a composer what was the legacy that I was building. The music and entertainment field can be quite short-lived as new talent comes in everyday and trends change at the drop of a hat. What is it that I can create which will be solely mine?
That’s when my co-founder, Meghna and I started Songfest in 2017. Songfest specialised in creating viral ads and campaigns for brands using music as a vehicle to build long-lasting and high-recall communication for the brand.
A few years into working on Songfest, we realised that not every brand can afford a large campaign but they may want to explore music as a strategy for their brands. This was also the unfortunate period when Covid struck and marketing budgets took a hit. Yet, digital content creation sky-rocketed with everyone aspiring to make content digitally. The OTT content boom also happened in this period. We felt that this was a massive opportunity. The Indian market clearly lacked a good music platform for copyright-safe music and there was a dearth of high-quality original Indian music on the existing platforms. That is how the idea of Hoopr was born in 2022. Today, two years later, we are India’s largest music library with over 12500 tracks, 6500 plus music artists working with us and 220,000 creators using our platform.
On Hoopr.ai differentiate itself from other music licensing platforms in the market
In the Indian market, Hoopr is a first-mover and a first-of-its-kind platform. There are several platforms available for stock music and royalty-free music. However, Hoopr is the only platform that covers a diverse range of original, high-quality Indian sounds, background music, instrumentals and soundtracks in multiple Indian languages.
For filmmakers, creators and brands, Hoopr becomes a one-stop solution for all their music needs – whether generic or bespoke.
We also work with a vast network of 220,000 plus creators via our music platform and hence we are equally capable of amplifying music and messaging through our platform, which is not available on any other platform currently.
We like to believe that we stand at the cusp of music, technology and community.
On Hoopr.ai supporting musicians in monetising their music, and the opportunities it offers them
I have worked as a singer-composer in the Indian music industry and continue to be associated with it for over 15 years now. I have realised that the music market is vastly driven by Bollywood or film music which is managed by labels and they are all at the end of the day for-profit companies looking to make profits on big releases. Due to this, they tend to get into a zone where they keep making more of what sells – the same type of songs, same artists and this makes breaking into the mainstream music scene very difficult for independent artists.
Hoopr provides a fair and equal platform for such artists. Doesn’t matter where they are based and what genre of music they make. As long as they are able to produce music that is original, platform-friendly and high quality, we are thrilled to work with them.
We are proud to state that today Hoopr has a network of over 6500 artists that we commission music from for our platform. This includes sound engineers, producers, singers, instrumentalists, etc.
On some success stories where Hoopr.ai significantly impacted a content creator or musician’s project
Yes, we are very proud of the work we have done with some top creators such as Chef Ranveer Brar, Tanya Khanijow and Gaurav Taneja (Flying Beast).
All of Ranveer’s content on social media is backed by copyright-safe music from Hoopr.
We also did a fabulous bespoke song for Gaurav Tanejas’s Desh ka Dhoni video called Zidd Hai.
With Tanya Khanijow we collaborated with an exclusive Hoopr track called Safar Anjana.
There are many such stories to mention.
On your innovative music contests like ‘Retro Reimagined’ and ‘Sing to Sync’ and these contests contributing to the growth and engagement of Hoopr.ai’s community of musicians and content creators
Sing2Sync is a platform-led property that we built that allows brands or labels to use our artist community to commission new tracks or create UGC recreations of their cult songs or language variations of their legacy soundtracks.
Retro Rewind was one such successful execution for a large music label, Universal Music Group. The mandate was to crowdsource multiple recreations of their cult track, Baahon ke Darmiyaan, from the classic film Khamoshi. They wanted to expand their existing catalog by adding innovative recreations. They also wanted to buy out the top five tracks and add it to their prolific catalog.
We executed this activity over a span of 90 days. The first step was to create an engaging contest page, which was promoted on social media and with our existing community of 6500 plus artists. We received close to 10,000 registrations, and 1270 submissions of which 160 songs qualified in the screening. We shortlisted the top 14 tracks for selection to the UMG panel. An esteemed panel from Hoopr and UMG jointly judged the shortlisted 14 tracks and finally UMG actually took home eight creations instead of the original commitment of five tracks.
On the upcoming projects or contests that Hoopr.ai has in the pipeline, and are there any new initiatives you’re working on as a music director
While we are not at liberty to discuss the details of upcoming projects, I can tell you that there are some major brand projects in the pipeline from some gigantic brands which you will see individual announcements about in the coming months.
Apart from that there are some major strides that Hoopr is poised to take in the music licensing industry but I would like to speak about it when the time is right.
I do miss my music as most of my time is now devoted to being a full-time CEO and running a company but yes there will be some interesting pursuits on that front as well.
On the trends you see emerging in the music licensing industry, and Hoopr.ai’s positioning to capitalise on them
There are a bunch of macro trends that are shaping the licensing landscape in India as we speak. The first of those being the music streaming stats in India which seem to be doubling every three years. In 2020, India was streaming 230mn music streams, and today in 2024 that number stands at 470mn. Today 80 per cent of the top trending videos across YouTube are music videos. Globally, music has become the highest form of content that is being consumed and it also has a high repeat value unlike other formats.
Music labels and artists are becoming increasingly aware and alert of the loss of monetisation that they incur every time their music is being used without proper licensing or remuneration. Hence, we’ve seen them coming down hard on brands that use their music in an unauthorised manner and we’ve seen massive brands being engaged in legal battles that result in loss of goodwill and huge legal penalties.
Lastly, the meteoric rise in the size of the creator market in India, which is growing at a CAGR of 20 per cent year on year. The current size of this marketing in India is three to five million at a pessimistic best. Of these, only the top 1.9 per cent are able to monetise their content. One major reason for this is the lack of awareness around the use of copyrighted music for their content.
Hoopr works are the intersection of music, technology and community where by using our platform, brands can have access to copyright-safe music which will save them precious legal dollars, and creators can effectively monetise their content without fear of take-downs. And all of this is driven by a tech-first platform.
On your future plans for Hoopr.ai and its growth in the next few years
We envision a geography-agnostic, platform-led, tech-driven marketplace ecosystem where music artists, creators, and brands exist and thrive. This marketplace will give artists the opportunity to collaborate with other artists, secure brand deals and employ creators for digital amplification.
For creators, this becomes a one-stop shop to secure brand deals and promotional projects that help them monetize their channels all while having access to the highest quality of original, copyright-free music.
For brands, this becomes a turn-key solution, where they can license sounds and music for their brand, collaborate with artists for bespoke solutions and use Hoopr’s creator-verse to amplify their brand messaging.
At some point, Hoopr also envisions itself as a massive, platform-led label with the best musical talent on its roster and the default tech platform for all music monetisation and licensing needs for all independent artists or full-blown labels in the music industry. We aim to build a vast catalog with the best quality music in the world. There will come a day when Hoopr will be synonymous to Google for music search. We want people looking for music to just Hoopr it!
Mumbai: Hoopr.ai, a music licensing platform, announces the release of its first single, “Tora,” by rising star Sarry B! “Tora” is a certified banger designed to captivate listeners with its impressive beats and catchy lyrics. Hailing from Delhi, Sarry B brings a sound to the music scene, seamlessly blending the rich cultural tapestry of Haryana with contemporary music styles.
Sarry B, also known as Sarthak Bhatt, is notable in the regional music scene. Renowned for his powerful vocals and dynamic lyrical presence, he quickly makes waves with his unique blend of traditional Haryanvi sounds and modern influences. “Tora,” a Haryanvi slang term for “swag,” masterfully combines the rustic charm of Haryanvi vocals with modern production techniques, creating a track that feels both nostalgic and refreshingly innovative. The catchy melody and perfectly crafted lyrics showcase Sarry B’s musical prowess, pushing boundaries in the music industry and celebrating Haryanvi fusion music.
“Tora” is performing exceptionally well. With encouraging response from social media listeners and creators, the song has crossed the over 500K views milestone across Instagram and YouTube, within 48 hours of its release.
Hoopr.ai general manager Bhumika Shukla said, “Hoopr.ai’s mission is to empower creators by providing exceptional music that enhances their content. ‘Tora’ by Sarry B is a perfect example of how traditional sounds can be innovatively fused with modern styles to create something truly unique. It exemplifies the quality and diversity of music that Hoopr.ai offers. We are thrilled to support such a talented artist and bring his vibrant Haryanvi sound to a wider audience.”
Hoopr.ai co-founder & CEO Gaurav Dagaonkar added, “Sarry B is a phenomenal talent, and ‘Tora’ is a testament to his ability to blend cultural richness with contemporary music. Hoopr.ai is proud to launch this track and excited to see how it resonates with listeners. The release of ‘Tora’ marks an important step for Hoopr.ai as we continue to innovate and provide diverse musical options. Our goal is to make music licensing simple and accessible for all creators, and ‘Tora’ showcases the kind of high-quality, boundary-pushing music we are committed to promoting.”
With “Tora,” Sarry B continues to establish himself as an artist to watch. His ability to seamlessly blend Haryanvi roots with modern styles creates music with wide appeal. As “Tora” gains traction, it is evident that Sarry B’s star is on the rise, and there is great anticipation for his future works. “Tora” is an ideal addition to a variety of content, from travel vlogs to fashion videos. Visit Hoopr.ai to license “Tora” royalty-free for upcoming projects.
Released only three days ago on YouTube, the song has already reached over 176K views and is generating strong search and play numbers across music streaming platforms like Spotify, Apple Music, JioSaavn, and many others. “Tora” is extending beyond music streaming, taking over Instagram as well. Multiple influencers have created trendy content using the song, further propelling its popularity.
Mumbai: The massive growth of content creation has created a major money-making opportunity for music companies. As content creators increasingly incorporate audio and visual elements to captivate their audiences across various platforms, the demand for licensed music has experienced a substantial surge. As of 2024, over 700,000 Indian creators have established a financial foothold on YouTube, with an additional 20 times more aspiring to reach that milestone. Presently, 80 per cent of YouTubers incorporate music in their videos, spanning songs, background music, and sound effects. The quality and regional relevance of the music directly correlate with impact and engagement levels, highlighting its pivotal role in content creation.
Recognizing this remarkable opportunity, major music industry players are promptly adapting their business models to capitalize on this trend. They are partnering with music licensing platforms and making it easy for content creators to properly license music. By taking advantage of the content creation boom, music companies can make a lot of money while helping creators follow copyright laws.
Opportunities in the Creator Economy
Using unlicensed music by content creators, even just one track, could result in losing all video revenue to copyright claims. To fill this lag and meet the increasing demand for licensed music, more Music Licensing Platforms have emerged, providing musicians, composers, and producers with additional earning opportunities. These platforms offer a wide range of music options for content creators to seamlessly incorporate into their videos while ensuring compliance with copyright regulations. Furthermore, the pandemic has accelerated the adoption of digital tools and home-based music production, enabling musicians to create high-quality soundscapes from the comfort of their own spaces.
Statistics from YouTube reveal that a staggering 84% of videos on the platform contain at least 10 seconds of music, underlining the ubiquitous presence of music in content creation. This trend extends beyond YouTube to various other platforms such as short-format apps, tutorials, television, radio, and OTT platforms. As creators recognize the importance of sourcing music that aligns with their content’s theme and mood, the demand for diverse tracks continues to grow exponentially.
Challenges and Solutions
One of the primary challenges in music licensing is in terms of rights and permissions, particularly in diverse regions like India with rich musical traditions. Each region has its own unique musical identity, necessitating a nuanced approach to selecting music that resonates with local audiences. Moreover, while enterprise customers and brands recognize the value of licensed music for their promotional material, negotiating the complexities of licensing across multiple channels remains a daunting task.
To address these challenges, Music Licensing Platforms play a critical role in bridging the gap between supply and demand, offering a wide array of licensed music tailored to diverse needs. These platforms not only facilitate transactions between buyers and sellers but also simplify the licensing process, ensuring compliance and legality. By offering quick, reliable, and streamlined services, these platforms enhance their appeal to content creators and enterprise customers alike.
Future Outlook
The future of music licensing in the creator economy appears bright, offering promising opportunities despite the challenges. With the music publishing industry generating a substantial $5.9 billion in revenue, as reported by the Warner Music Group in 2021, and over $1 billion coming from licensing deals, growth potential is evident. Additionally, Universal Music Group experienced significant revenue growth, reaching 3.21 billion euros ($3.45 billion) in the final period of 2023, marking a 9% year-over-year increase (15.6% in constant currency). This growth was driven by strong physical sales and licensing, highlighting the continued importance of licensing activities in the industry. In India, platforms such as Hoopr have witnessed substantial uptake, signaling a promising growth for the sync licensing industry.
Looking ahead, raising awareness on copyright issues and enhancing the efficiency of Music Licensing Platforms will be crucial for further increasing adoption. As the creator economy continues to flourish, music licensing stands out as a game-changer, offering a win-win situation for all stakeholders involved. By providing a holistic platform for musicians and content creators to collaborate, these platforms pave the way for new opportunities and discoveries in the entertainment industry.
To Conclude
Music licensing represents a cornerstone of the creator economy, offering a dynamic ecosystem where creativity meets compliance. As the industry continues to evolve, embracing the potential of music licensing platforms is essential for navigating the opportunities and challenges of the digital age.
The Author of this article is Hoopr.ai co-founder & CEO Gaurav Dagaonkar.
