UMG Strikes Licensing Deal with AI-Powered Music Remixing App, Hook

Universal Music Group (UMG) has announced a licensing deal with Hook, the AI-powered platform that enables fans to create short-form clips using licensed songs, remixing and mashing them up for sharing on social media.

What it means:

• Hook users can now create and share content using official recordings by participating UMG artists.

Why it matters:

• UMG says that together with Hook it has “built the licensing framework and artist controls needed to monetize fan creativity at greater scale.”

• Every creation is licensed, attributed and tracked, so artists and rightsholders benefit both when fans create with their music, and when those creations are shared across social platforms.

• Crucially, says UMG, Hook does not generate new tracks, but instead allows fans to create user-generated content (UGC) with licensed music.

• The deal follows what UMG calls “two years of close collaboration” with Hook, creating more than 30 artist campaigns across new releases, remixes, and social fan activations.

How it works:

• UMG artists and rightsholders have control over which songs are available for creation or community features, which creative experiences fans can use, and where the resulting content can be shared.

• Individual experiences – such as remixes, sound effects, or video clipping – can be switched on or off.

What they said:

• Gaurav Sharma, Founder and CEO of Hook: “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. We spent the past two years working with UMG’s incredible labels and artists to figure out how to make that possible in a way that empowers artists and rightsholders.”

• Michael Nash, Executive Vice President & Chief Digital Officer, Universal Music Group: “Streaming has transformed how fans listen to music. Licensed fan creativity is an important part of the next chapter, combining artist control with responsible technology and new ways to create value. Gaurav and the Hook team have developed a dynamic, groundbreaking platform that respects artists and strengthens the music ecosystem. It’s exactly the kind of innovation we want to help lead.”