Common Music Group has struck a licensing partnership with Hook, an AI-powered music remixing and mashup app with video modifying instruments for social sharing, permitting followers to create and share content material utilizing UMG’s official recordings.
The deal was introduced on Wednesday (August 19) and covers licensed user-generated content material throughout social media, giving followers new methods to create with major-label music whereas routing compensation again to UMG artists and rightsholders.
Hook raised $10 million in Sequence A funding in February in a spherical led by Khosla Ventures.
On the time, the corporate stated its platform enabled customers to remix songs utilizing AI-powered instruments and share the outcomes throughout social platforms, whereas working with rightsholders to take care of artist possession and management.
In contrast to generative AI platforms, Hook doesn’t generate new tracks, in response to the businesses.
As an alternative, Hook permits followers to create user-generated content material (UGC) with licensed music from the artists .
Each creation is licensed, attributed and tracked, in order that UMG artists and rightsholders are paid each when followers create with their music and when these creations are shared.
Artist management sits on the core of the settlement, UMG and Hook stated.
UMG artists and rightsholders determine which songs can be found for creation, which artistic experiences followers can use, and the place the ensuing content material could be shared.
“We imagine the most important client use case for music creation isn’t making unique songs that compete with artists. It’s about expressing your self by way of the artists and songs you like whereas taking part within the communities and tradition they encourage.”
Gaurav Sharma, Hook
Particular person experiences on Hook – corresponding to remixes, sound results, or video clipping – could be switched on or off.
“We imagine the most important client use case for music creation isn’t making unique songs that compete with artists,” stated Gaurav Sharma, founder and CEO of Hook.
“It’s about expressing your self by way of the artists and songs you like whereas taking part within the communities and tradition they encourage. We spent the previous two years working with UMG‘s unimaginable labels and artists to determine find out how to make that doable in a approach that empowers artists and rightsholders.”
The settlement caps two years of collaboration with UMG and its labels, together with Republic Data, Capitol Data, Mavin and Virgin Music Group.
Collectively, UMG’s labels and Hook constructed greater than 30 artist campaigns throughout new releases, remixes, and social fan activations.
“Streaming has remodeled how followers take heed to music,” stated Michael Nash, Govt Vice President and Chief Digital Officer at Common Music Group. “Licensed fan creativity is a crucial a part of the following chapter, combining artist management with accountable expertise and new methods to create worth.”
“Gaurav and the Hook staff have developed a dynamic, groundbreaking platform that respects artists and strengthens the music ecosystem. It’s precisely the sort of innovation we need to assist lead.”
“Licensed fan creativity is a crucial a part of the following chapter, combining artist management with accountable expertise and new methods to create worth.”
Michael Nash, Common Music Group
The tie-up builds on a run of licensing strikes by UMG.
The corporate in October 2025 settled its copyright lawsuit towards AI music platform Udio and agreed to collectively develop a licensed AI music creation service.
In Could, UMG and TikTok renewed their multi-year world licensing settlement, with expanded AI protections for artists and songwriters.
The partnership comes amid rising adoption of AI instruments throughout the music business, together with from generative platform Suno.
In December 2025, Hook claimed {that a} ‘Create Hook’ characteristic launched by AI music generator Suno too carefully resembled its personal model and product.
Hook stated on the time that the characteristic “mirrors our identification and performance to such a level that it raises severe considerations about potential client confusion and the safety of Hook’s established trademark and model”.
Hook is backed by Khosla Ventures, Point72, Imaginary Ventures, and Waverley Capital, which was co-founded by former Warner Music Group CEO Edgar Bronfman Jr.
“For too lengthy, this business has been requested to just accept a false alternative: that innovation in music should come on the expense of the individuals who make it. It by no means needed to.”
Edgar Bronfman Jr.
In 2024, Hook additionally partnered with Downtown Music to license tracks for its platform.
“For too lengthy, this business has been requested to just accept a false alternative: that innovation in music should come on the expense of the individuals who make it. It by no means needed to,” stated Bronfman Jr.
“The applied sciences that endure in music are those that deepen the connection between artists and their audiences, not those that exploit it. Hook was constructed on that conviction from its first day.”Music Enterprise Worldwide
