Hoopr and Universal Music India launch artist accelerator programme

Hoopr, India’s music licensing and music-tech platform, has partnered with Universal Music India (UMI), a division of Universal Music Group (UMG), to launch what it describes as an industry-first Artist Accelerator Programme for emerging independent musicians. The initiative is positioned as a structured pathway for artists to create, distribute and monetise original music while gaining visibility across platforms and brand ecosystems.

From a marketing and advertising perspective, the programme reflects the increasing role of independent music in brand communication, content marketing and sync-led monetisation. As brands look beyond mainstream film music for culturally relevant soundtracks, platforms that can supply scalable, rights-cleared and discoverable music are becoming central to campaign planning.

The accelerator addresses persistent challenges faced by independent artists, including lack of funding, fragmented distribution and limited access to brand opportunities. Selected participants will receive end-to-end support covering publishing, distribution, sync and micro-sync opportunities, along with structured funding to support music production and release.

A core output of the programme will be the creation of a large catalogue of original compositions. These tracks will be released on Hoopr’s YouTube channel, Songfest, and published on Hoopr’s proprietary platform, Hoopr Smash. Songfest has previously collaborated with artists such as Monali Thakur, Shalmali Kholgade, Nikhil D’Souza and Ash King, and has been used as a platform for award-winning brand music projects. This positions Songfest not only as a discovery channel, but also as a testing ground for brand-ready music.

In addition to original compositions, the programme will give Hoopr artists access to a curated catalogue of UMI classics to reimagine and recreate. These reinterpretations will be released on UMG India’s Revibe YouTube channel, offering a marketing-led approach to catalogue monetisation while introducing legacy tracks to younger audiences through contemporary formats.

UMG’s global distribution infrastructure and music marketing capabilities will combine with Hoopr’s independent artist network to create a unified ecosystem focused on reach, discoverability and monetisation. For advertisers and content creators, this expands the pool of licensable music that balances originality with familiarity.

Participant selection will take place through curated auditions conducted by UMG for Hoopr’s community of thousands of artists. Selected musicians will receive A&R guidance, studio access, mixing and mastering support, music video production and sync placements facilitated by Hoopr. The programme is open across genres and languages, reflecting the fragmented and regional nature of India’s music consumption.

Viral Jani, chief revenue officer, Universal Music Group India and South Asia, described the partnership as a strategic alignment that combines emerging talent with global distribution scale. He said the collaboration enables artists to create music on their own terms, including reinterpretations of UMG catalogue tracks, while accessing international audiences.

Gaurav Dagaonkar, co-founder and CEO, Hoopr, said the programme aims to build an ethical and opportunity-driven ecosystem where artists can monetise their work transparently through sync and micro-sync. He added that the initiative sets a new benchmark for how independent talent can be identified, developed and scaled in India.