Universal Music Group Opens Its Catalog to Hook’s AI-Powered Remixing & Social Tools

The Universal Music Group (UMG) said on Wednesday (Aug.

19) it was partnering with social music app Hook to allow user-generated remixes of songs in its repertoire, according to a press release.

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Breakthrough Hook is an AI-powered social app that allows fans to remix and mash up fully cleared and licensed songs and share on the app or post directly to social media through the company’s partnerships with TikTok, Instagram, Snapchat and SoundCloud.

Hook has existing licensing agreements with Downtown Music Group, Too Lost, Primary Wave and Avex, and the newly-announced deal with UMG dramatically expands the catalog of available licensed content.

Representatives from UMG and Hook described this as a win-win both for fans who want to make content with music by artists they love and for artists and rights-holders who will be compensated when fans create and share UGC using their music.

“We spent the past two years working with UMG’s incredible labels and artists to figure out how to make [this] in a way that empowers artists and rights-holders,” Gaurav Sharma , Hook’s CEO and founder, said in a statement.

“We believe the biggest consumer use case for music creation isn’t making original songs that compete with artists.

It’s about expressing yourself through the artists and songs you love while participating in the communities and culture they inspire.” Hook worked closely with UMG divisions including Republic Records, Capitol Records, Mavin and Virgin Music Group creating around 30 marketing campaigns for new releases, remixes and social fan activations.

“Licensed fan creativity is an important part of the next chapter, combining artist control with responsible technology and new ways to create value,” UMG’s chief digital officer Michael Nash said in a statement.

“Gaurav and the Hook team have developed a dynamic, groundbreaking platform that respects artists and strengthens the music ecosystem.” Related Universal Signs Licensing Deal For The Beatles Merch, E-Commerce As Biopics Near In February, Hook announced the close of its $10 million Series A fundraise , which was led by Khosla Ventures and also included Point72 Ventures, Imaginary Ventures and Waverly Capital, a fund co-founded by former Warner Music Group CEO Edgar Bronfman, Jr .

Prior investors include Kygo ’s Palm Tree Crew, Three Six Zero, Avex, The Raine Group and KSHMR.

Bronfman said in a statement that Hook’s growth demonstrates creators want artists to benefit when they use technology to create something new.