MUMBAI: India’s content creators have been grooving without a licence until now. In a game-changing move for the booming creator economy, Hoopr has launched Hoopr Smash, a slick, self-serve music licensing platform that finally lets brands, agencies, and creators use hindi and regional tracks legally and affordably without hitting a sour note.

This digital-first marketplace is shaking up the copyright jungle by giving creators instant access to music from one of the most iconic catalogues in Indian cinema: YRF Music, with over 1,000 blockbuster tracks. It also ropes in 17 regional labels and over 380 artists, from A.R. Rahman and Vishal-Sheykhar to Badshah, Bohemia, and Jasleen Royal, offering a library of more than 18,000 licensable tracks and counting.

With India churning out 80,000 branded content pieces and 550,000 creators posting daily, music is often used with more enthusiasm than legality. As per industry estimates, 87 per cent of music use in content is wilfully violating copyright, bleeding the industry of a jaw-dropping Rs 3,600 crore annually. Hoopr Smash wants to plug that leak and fast.

The platform works like an e-commerce checkout for beats. Users can license a track in under 15 minutes, choosing from bundles or per-track payments. Content is sorted by use case, mood, and moment, think Diwali jingles or wedding reels plus a live 'Trending Tracks' feature keeps brands tuned in to what’s hot. Whether it’s a mangalsutra ad or a monsoon campaign, there's a song for every storyline.

Commenting on the launch, Hoopr co-founder & CEO Gaurav Dagaonkar said: “As an artist, I have experienced the challenges of India’s fragmented music licensing ecosystem where even my own songs have been used without permission or payment. While brands want to license music the right way, they often find themselves navigating a complex and inconsistent process while trying to license songs. Licensing Bollywood music in particular has often been complicated, with unclear legal pathways and limited access for most brands. With Hoopr Smash, we are addressing this gap by building a transparent, accessible, and efficient platform that simplifies the legal licensing of popular Bollywood songs for all stakeholders. We envision Hoopr Smash becoming the go-to destination for ethical music licensing, empowering brands to create freely and fearlessly, while ensuring artists and music owners receive the value they truly deserve.”

Adding to this Hoopr co-founder & CRO Meghna Mittal said “Hoopr Smash is designed to address the long-standing issues of Bollywood music licensing. After extensive research with 160 plus brands and agencies, we understood that there were some major pain points volatile pricing, long negotiations, and decentralized clearance processes. Smash eliminates this by displaying Bollywood music-trending updates in real time, offering intelligent track curation, and instant licensing, allowing brands to access popular tracks faster and stay legally compliant. The site offers affordable pricing and a seamless checkout experience, and ensures that artists and labels are dealt with fairly. This is a giant leap in building an open and sustainable music licensing infrastructure in India.”

Commenting on this unique partnership Yash Raj Films Pvt. Ltd. vice president of digital & new media Anand Gurnani stated, “Hoopr’s technology presents an exciting opportunity for us to expand our reach to long-tail consumers and enhance the accessibility of our music catalogue. This partnership not only provides brands with seamless access to our extensive music catalogue but also streamlines the licensing process, ensuring efficient and compliant usage. We are confident that this collaboration will open up exciting opportunities for responsible brand engagement across short-form formats while helping us connect with wider audiences.”                  

In a content landscape bursting with reels, remixes, and reaction videos, Hoopr Smash lands as a much-needed remix to India’s outdated music licensing scene. More than a tech tool, it’s a cultural clean-up. By marrying ease, legality, and fairness, Hoopr Smash might just be the soundtrack to a more ethical, efficient content future.