Downtown Music has struck a deal with Hook, an AI social music app, which will pave the way for fans to create authorized remixes of the millions of licensed recordings in Downtown’s catalog.
In a time when many of music’s biggest stars are releasing sped up or slowed down remixes of songs, and fans are taking to TikTok to post all kinds of musical mashups and edits, it’s clear that listeners want to do more than just play songs, they want to play with songs, but often these remixes are made without proper licenses or authorization in place.
According to a recent study by Pex, nearly 40% of all the music used on TikTok is modified in some way, whether its pitch-altered, sped up, slowed down, or spliced together with another song. Hook hopes to create a legal, licensed environment for users to participate in this rapidly growing part of online music fandom.
With Hook’s license in place, Downtown Music will receive financial compensation when their works are used in these user-generated content (UGC) remixes. Hook’s platform also gives Downtown’s artists and labels access to valuable data insights, showing them how and where their augmented music, created on Hook, is being used.
Hook sees their AI-powered remix app as a viable new revenue source for artists and labels, allowing them to better capitalize on the fact that much of music culture and fandom has shifted from traditional streaming services and over to short-form apps like TikTok. Hook’s founder/CEO Guarav Sharma says, “we are challenging the idea that music on social media and UGC only provides promotional value. We believe fan remixing and UGC is a new form of active music consumption and rights holders should be paid for it. This deal represents a new model for music, social, and AI. The team at Downtown understands our mission and we’re humbled by their support.”
Previous to Sharma founding Hook, he served as chief operating officer for JioSaavn, India’s largest music streaming platform and one of the first platforms to secure global streaming licenses with record labels. During his time at the company, Sharma and his team grew JioSaavn to more than 100 million active monthly users.
Harmen Hemminga, vp of product & services strategy at Downtown Music, says of the deal, “Whilst music consumption continues to increase, broaden and localize, the trend of music “prosumption” on social platforms is ever-growing. Users of these platforms are including music in the experiences they share with others across a variety of contextual, inventive ways. Hook offers rights holders the ability to monetize these new and creative forms of use.”