{"id":108568,"date":"2026-08-20T11:08:40","date_gmt":"2026-08-20T10:08:40","guid":{"rendered":"https:\/\/routenote.com\/blog\/?p=108568"},"modified":"2026-08-20T11:08:42","modified_gmt":"2026-08-20T10:08:42","slug":"universal-music-group-hook-licensed-fan-creativity","status":"publish","type":"post","link":"https:\/\/routenote.com\/blog\/universal-music-group-hook-licensed-fan-creativity\/","title":{"rendered":"Universal Music Group partners with Hook on licensed fan-made content"},"content":{"rendered":"\n

UMG is partnering with Hook, a social music platform, to let fans create and share content using licensed music.<\/span><\/h2>\n\n\n\n

Universal Music Group has announced<\/a> that it is partnering with Hook on a new licensing deal designed to give fans more ways to create with the music they love.<\/p>\n\n\n\n

The agreement allows fans to create and share user-generated content (UGC) using UMG\u2019s official recordings across social media, while giving artists and rightsholders control over how their music can be used and a way to earn from that activity.<\/p>\n\n\n\n

What is Hook?<\/h3>\n\n\n\n

Hook is a social music platform built around fan creation and engagement. Its tools let users create content using licensed recordings, including remixes, sound effects and video clips, before sharing their creations on social platforms.<\/p>\n\n\n\n

The platform does not generate entirely new tracks. Instead, fans create UGC using music that has been licensed for use on Hook.<\/p>\n\n\n\n

According to UMG, every creation is licensed, attributed and tracked, allowing artists and rightsholders to benefit when fans create with their music and when those creations are shared.<\/p>\n\n\n\n

Artist control is central to the agreement. UMG artists and rightsholders can decide which songs are available for creation, which creative features fans can use and where the resulting content can be shared. Individual features can also be switched on or off.<\/p>\n\n\n\n

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UMG and Hook have already tested the model<\/h3>\n\n\n\n

The partnership follows two years of collaboration between Hook and UMG\u2019s global network of labels, including Republic Records, Capitol Records, Mavin and Virgin Music Group.<\/p>\n\n\n\n

During that time, the companies ran more than 30 artist campaigns covering new releases, remixes and social fan activations.<\/p>\n\n\n\n

Hook founder and CEO Gaurav Sharma said the company had spent those two years working with UMG\u2019s labels and artists to develop a model for fan creativity that gives artists and rightsholders control.<\/p>\n\n\n\n

UMG\u2019s Executive Vice President and Chief Digital Officer Michael Nash described licensed fan creativity as \u201can important part of the next chapter\u201d, combining artist control with new ways to create value.<\/p>\n\n\n\n

Hook has also previously worked with other music rightsholders. Music Business Worldwide<\/a> reports that the platform partnered with Downtown Music in 2024 to license tracks for use on Hook.<\/p>\n\n\n\n

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Another licensed approach to fan-made music<\/h3>\n\n\n\n

The Hook partnership comes just a few months after UMG and Spotify announced their own deal covering AI-powered fan-made covers and remixes.<\/p>\n\n\n\n

Spotify is developing a licensed system that will allow participating artists and rightsholders to control whether their music can be used for AI-generated covers and remixes.<\/p>\n\n\n\n

The Hook deal takes a different approach. Rather than generating new versions of recordings through generative AI, it focuses on giving fans creative tools for making social content with licensed music.<\/p>\n\n\n\n

Both agreements put permissions and licensing at the centre of fan-created music experiences.<\/p>\n\n\n\n

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Spotify and Universal launch tool for AI remixes and fan-made covers<\/a><\/blockquote>