The turning point for Gaurav Dagaonkar was when a major brand campaign picked up a track he had composed without consent, credit, or payment. An engineer and IIM Ahmedabad graduate who had already spent over a decade in the music industry, Dagaonkar realised that if such infringement could happen to him, the problem for thousands of lesser-known artists was far bigger. In a conversation with ET Digital, Dagaonkar reflects both on the chaos and the promise of India’s music ecosystem, his bet on an artist-first, copyright-safe platform to fix the broken licensing industry and unlock sustainable value for creators, brands, and India’s growing content economy. Edited excerpts.
Economic Times (ET): What inspired you to walk away from a successful music and singing career — and even corporate offers — to build Hoopr? What was the moment that made you realise India needed a dedicated music licensing platform?
Gaurav Dagaonkar (GD): After graduating from IIM Ahmedabad, I chose an unconventional path—skipping campus placements to follow my passion for music. My journey began with my first hit song, College Days, during my student years, and evolved into a 15-year career in the music industry. In 2018, I founded Songfest, building music-led brand solutions at scale. But in 2021, a turning point came when a track I had composed was used in a major brand campaign—without my consent, credit, or payment. That experience was an eye-opener: if such a violation could happen to me, despite my network and experience, the challenge facing countless other artists without the same resources was far greater. This realization became the spark to build solutions that protect and empower artists everywhere.
My research revealed a glaring gap in India’s music ecosystem: the absence of a dedicated platform that offered copyright-safe, high-quality, and culturally relevant music for local creators and brands. With the rise of social media and the creator economy, this need became even more urgent. To bridge it, I launched Hoopr—a platform that delivers affordable, premium, and copyright-compliant music while unlocking additional revenue streams for artists.
In just three years, Hoopr has collaborated with over 6,500 artists—ranging from renowned industry names to folk and tribal musicians—driving more than Rs 4.5 crore in artist payouts. On the other side, we have empowered over 30,000 creators and nearly 175 brands to legally and effectively soundtrack their content, building a fairer and more sustainable ecosystem for music in India.
ET: How did your background in both music and business influence the way you approached building Hoopr?
GD: My journey brings together the precision of an engineer, the strategic lens of an IIM Ahmedabad graduate, and the creativity of a lifelong musician. Engineering trained me to approach complex problems with a solution-oriented mindset, breaking them down into clear, actionable steps. My time at IIM sharpened my business acumen, connected me with some of the sharpest minds in management, and expanded my professional network. Parallelly, over 15 years in the music industry gave me an insider’s view of its creative, technical, and commercial dimensions — from copyright and royalties to licensing frameworks.
This unique blend of skills enabled me to build Hoopr as a tech-driven, scalable platform that addresses the long-standing, fragmented challenge of music licensing for both artists and brands—seamlessly and with minimal friction. My credibility as an artist helped rally thousands of musicians to the platform, while my experience at Songfest offered deep insights into how brands approach music across formats, from short-form videos to cinematic campaigns. It’s this convergence of creative perspective, technical expertise, and business strategy that has allowed Hoopr to engage diverse stakeholders and fuel its rapid growth.
ET: India’s music licensing industry is reportedly losing more money than it earns. What are the biggest causes of this broken system?
GD: India’s music licensing industry currently loses more than it earns, with annual losses estimated at Rs 8,000–Rs 10,000 crore from rampant infringement and nearly Rs 900 crore in unpaid royalties. A key driver of this challenge dates to the entry of global streaming platforms in India, which offered free or heavily discounted access to attract a high price-sensitive market. Combined with the prevalence of free consumption on platforms like YouTube and in-app music libraries, this entrenched a widespread perception that music is — and should be — a free commodity.
This entrenched “free-first” mindset has made it difficult for music streaming platforms to convert users into paying subscribers. The consequences are evident: players like Wynk have exited the market, and the industry’s total annual revenue still hovers around Rs 4,500 crore—less than the turnover of a single FMCG brand. Unless rights are better protected and consumer perceptions shift, licensing revenues will remain constrained, artists will continue to lose their rightful earnings, and the industry’s growth will stay stagnant.
ET: Who bears the brunt of these losses—creators, brands, artists, or all three?
GD: While the entire ecosystem feels the strain, artists bear the brunt—especially independent musicians with smaller catalogues. Every unauthorised use can cost them anywhere between Rs 20,000 to Rs 1-lakh, while also reinforcing the damaging perception that music is a hobby rather than a sustainable career. This cycle of poor monetisation and unchecked infringement not only discourages emerging talent but also stifles the growth of India’s creative economy.
Brands face significant legal and financial exposure, as liability often falls on them even when misuse comes from a creator, influencer, or agency. This can result in penalties, reputational damage, and strained partnerships. Labels and streaming platforms also feel the impact, but their larger catalogues and diversified revenue models make them more resilient compared to independent artists—the most vulnerable link in the chain.
ET: Why has ethical music licensing been such an afterthought in India’s fast-growing content ecosystem?
GD: India's fast-growing content ecosystem has long overlooked ethical music licensing, largely because no formal platform or infrastructure supported it. Without accessible, structured options, brands and creators often had to choose between risking copyright violations or avoiding music altogether. Traditional licensing channels only compounded the problem—expensive, time-consuming, and designed for large players, they were out of reach for smaller brands and independent creators. As a result, even those who wanted to do the right thing found compliance difficult, if not impossible.
At the same time, most artists had little awareness of the revenue potential of music licensing. While streaming, live shows, and playback were seen as primary income sources, sync and micro-licensing remained largely untapped—leaving creators unaware of significant earning opportunities. Hoopr was built to change that: an ethical, transparent, and scalable music licensing ecosystem that makes licensing easy, affordable, and rewarding. Hoopr works with rights organisations like IPRS to ensure every track is properly tagged with validated ownership, and it simplifies access for brands and creators alike. In doing so, Hoopr transforms licensing from an afterthought into a powerful revenue stream for artists, labels, and brands.
ET: What misconceptions do creators and marketers have about using music legally?
GD: The biggest hurdle remains awareness. Many creators and marketers don’t realise that any music used in branded or commercial content—whether on Instagram Reels, YouTube Shorts, or ads—must be licensed. Some believe infringement carries no real consequences, yet brands and influencers are increasingly facing takedowns, muted content, and even legal notices from rights holders. Another misconception is that licensing is prohibitively expensive, when in reality, platforms like Hoopr Smash offer licenses starting at just Rs 999, giving creators and brands affordable access to trending Bollywood tracks. There is also a misplaced belief that by using a track they are “helping” it become popular. In truth, most brands pick songs because they are already popular—tapping into their cultural relevance and built-in audience to amplify brand visibility.
ET: What makes Hoopr different from traditional licensing agencies or global music libraries?
GD: Hoopr differentiates itself from traditional licensing agencies and global music libraries through its sharp focus on Indian music and its commitment to fair, transparent partnerships. Our catalogue spans Bollywood hits, independent releases, and regional tracks across over 20 languages—all ethically sourced, fully licensed, and backed by clear agreements. Unlike many international platforms that buy out tracks without sharing royalties, Hoopr collaborates with artists through rights bodies like IPRS and follows a robust revenue-share model, ensuring fair payouts alongside complete copyright compliance.
In addition, Hoopr goes beyond being just a licensing platform by actively engaging the ecosystem through awareness campaigns, educational roadshows, and workshops for brands, agencies, and artists—initiatives rarely offered by others in the space. Our catalogue serves not only digital micro-licensing needs but also extends to films, OTT shows, and large-scale brand campaigns, with licenses starting at just Rs 999. This unique combination of ethical licensing, artist-first revenue sharing, industry education, and affordability positions Hoopr as the preferred partner for India’s creators, brands, and agencies.
ET: Can you tell us more about how Hoopr’s AI and curation engine works to match music to brand campaigns?
GD: With over 400,000 licenses sold and billions of views generated from videos featuring Hoopr tracks, we’ve built one of the most comprehensive datasets in India’s music licensing ecosystem—mapping genres, moods, tempos, and trends to brand categories and campaign goals. On the Hoopr platform, our AI-powered tools help brands assess a track’s relevance and even generate tailored content ideas, removing friction in discovery and making song selection smarter, more meaningful, and more rewarding for brands and agencies.
For instance, if a fintech company, a food-tech brand, and a fashion label all license the same trending track, our AI generates distinct, brand-specific content ideas—making the music feel contextually relevant, on-brand, and culturally resonant. This data-driven approach eliminates guesswork, accelerates campaign planning, and maximises both creative impact and commercial returns.
ET: How does Hoopr ensure ethical and timely payouts to artists?
GD: At Hoopr, we follow a transparent revenue-share model that ensures the majority of every license fee flows directly to artists, labels, and platforms. Royalties are disbursed periodically, backed by clear agreements that safeguard both copyright and payment rights. Our recent partnership with IPRS adds an extra layer of assurance, guaranteeing fair royalty distribution to rights-holders. Since inception, Hoopr has paid out over Rs 4.5 crore, benefiting over 1,500 artists. With timely payouts, transparent reporting, and trusted partnerships, Hoopr is setting a new benchmark for fairness in India’s music licensing industry.
ET: Regional music is exploding. What are Hoopr’s plans to support vernacular creators and regional content?
GD: From day one, regional music has been at the heart of Hoopr—a powerful way for brands to connect with audiences in culturally authentic and meaningful ways. Hoopr was created to give Indian regional artists a dedicated platform, celebrating the diversity and richness of music emerging from the heartlands and across states, rather than relying on generic tracks.
Today, our library features music in over 15 Indian languages—including Punjabi, Marathi, Bengali, Odia, Tamil, and Gujarati—sourced from both leading regional labels and independent local creators. Through Hoopr Smash, we’ve brought music from across India onto a single platform, making it accessible to creators in Tier 1, Tier 2, and Tier 3 cities alike. We have successfully integrated regional tracks into major brand campaigns for UltraTech, Bingo Tedhe Medhe, and Himalaya, using music as a powerful vehicle to amplify messaging while preserving cultural relevance. With the surge of hyper-local creators and influencers, brands are increasingly turning to authentic regional music—and Hoopr is meeting this demand by creating and licensing tracks that reflect both local audience preferences and the growing local creator economy. By leveraging our vernacular catalogue and collaborating with regional artists and labels, we not only help brands connect authentically with their audiences but also generate new monetisation and growth opportunities for India’s regional music ecosystem.
ET: How has business been for Hoopr? What were your revenues last fiscal and your plans for this fiscal, and what is your revenue stream?
GD: Over the past three years, Hoopr has grown nearly 5x, establishing itself not only as a category creator but also as the clear leader in India’s emerging music licensing space. Our revenues are powered by two core streams—licensing via Hoopr and Hoopr Smash, and customised brand campaigns through Hoopr Brand Solutions (HBS). In the current fiscal, we are targeting Rs 22 crore in revenue, driven by the rising adoption of our platform among creators, brands, and agencies. Looking ahead, we aim to scale to Rs100–130 crore by FY28, fuelled by expansion into new content categories, deeper brand partnerships, the rapid growth of India’s creator economy, and global expansion opportunities unlocked by our tech platform’s scalability.
Economic Times (ET): What inspired you to walk away from a successful music and singing career — and even corporate offers — to build Hoopr? What was the moment that made you realise India needed a dedicated music licensing platform?
Gaurav Dagaonkar (GD): After graduating from IIM Ahmedabad, I chose an unconventional path—skipping campus placements to follow my passion for music. My journey began with my first hit song, College Days, during my student years, and evolved into a 15-year career in the music industry. In 2018, I founded Songfest, building music-led brand solutions at scale. But in 2021, a turning point came when a track I had composed was used in a major brand campaign—without my consent, credit, or payment. That experience was an eye-opener: if such a violation could happen to me, despite my network and experience, the challenge facing countless other artists without the same resources was far greater. This realization became the spark to build solutions that protect and empower artists everywhere.
My research revealed a glaring gap in India’s music ecosystem: the absence of a dedicated platform that offered copyright-safe, high-quality, and culturally relevant music for local creators and brands. With the rise of social media and the creator economy, this need became even more urgent. To bridge it, I launched Hoopr—a platform that delivers affordable, premium, and copyright-compliant music while unlocking additional revenue streams for artists.
In just three years, Hoopr has collaborated with over 6,500 artists—ranging from renowned industry names to folk and tribal musicians—driving more than Rs 4.5 crore in artist payouts. On the other side, we have empowered over 30,000 creators and nearly 175 brands to legally and effectively soundtrack their content, building a fairer and more sustainable ecosystem for music in India.
ET: How did your background in both music and business influence the way you approached building Hoopr?
GD: My journey brings together the precision of an engineer, the strategic lens of an IIM Ahmedabad graduate, and the creativity of a lifelong musician. Engineering trained me to approach complex problems with a solution-oriented mindset, breaking them down into clear, actionable steps. My time at IIM sharpened my business acumen, connected me with some of the sharpest minds in management, and expanded my professional network. Parallelly, over 15 years in the music industry gave me an insider’s view of its creative, technical, and commercial dimensions — from copyright and royalties to licensing frameworks.
This unique blend of skills enabled me to build Hoopr as a tech-driven, scalable platform that addresses the long-standing, fragmented challenge of music licensing for both artists and brands—seamlessly and with minimal friction. My credibility as an artist helped rally thousands of musicians to the platform, while my experience at Songfest offered deep insights into how brands approach music across formats, from short-form videos to cinematic campaigns. It’s this convergence of creative perspective, technical expertise, and business strategy that has allowed Hoopr to engage diverse stakeholders and fuel its rapid growth.
ET: India’s music licensing industry is reportedly losing more money than it earns. What are the biggest causes of this broken system?
GD: India’s music licensing industry currently loses more than it earns, with annual losses estimated at Rs 8,000–Rs 10,000 crore from rampant infringement and nearly Rs 900 crore in unpaid royalties. A key driver of this challenge dates to the entry of global streaming platforms in India, which offered free or heavily discounted access to attract a high price-sensitive market. Combined with the prevalence of free consumption on platforms like YouTube and in-app music libraries, this entrenched a widespread perception that music is — and should be — a free commodity.
This entrenched “free-first” mindset has made it difficult for music streaming platforms to convert users into paying subscribers. The consequences are evident: players like Wynk have exited the market, and the industry’s total annual revenue still hovers around Rs 4,500 crore—less than the turnover of a single FMCG brand. Unless rights are better protected and consumer perceptions shift, licensing revenues will remain constrained, artists will continue to lose their rightful earnings, and the industry’s growth will stay stagnant.
ET: Who bears the brunt of these losses—creators, brands, artists, or all three?
GD: While the entire ecosystem feels the strain, artists bear the brunt—especially independent musicians with smaller catalogues. Every unauthorised use can cost them anywhere between Rs 20,000 to Rs 1-lakh, while also reinforcing the damaging perception that music is a hobby rather than a sustainable career. This cycle of poor monetisation and unchecked infringement not only discourages emerging talent but also stifles the growth of India’s creative economy.
Brands face significant legal and financial exposure, as liability often falls on them even when misuse comes from a creator, influencer, or agency. This can result in penalties, reputational damage, and strained partnerships. Labels and streaming platforms also feel the impact, but their larger catalogues and diversified revenue models make them more resilient compared to independent artists—the most vulnerable link in the chain.
ET: Why has ethical music licensing been such an afterthought in India’s fast-growing content ecosystem?
GD: India's fast-growing content ecosystem has long overlooked ethical music licensing, largely because no formal platform or infrastructure supported it. Without accessible, structured options, brands and creators often had to choose between risking copyright violations or avoiding music altogether. Traditional licensing channels only compounded the problem—expensive, time-consuming, and designed for large players, they were out of reach for smaller brands and independent creators. As a result, even those who wanted to do the right thing found compliance difficult, if not impossible.
At the same time, most artists had little awareness of the revenue potential of music licensing. While streaming, live shows, and playback were seen as primary income sources, sync and micro-licensing remained largely untapped—leaving creators unaware of significant earning opportunities. Hoopr was built to change that: an ethical, transparent, and scalable music licensing ecosystem that makes licensing easy, affordable, and rewarding. Hoopr works with rights organisations like IPRS to ensure every track is properly tagged with validated ownership, and it simplifies access for brands and creators alike. In doing so, Hoopr transforms licensing from an afterthought into a powerful revenue stream for artists, labels, and brands.
ET: What misconceptions do creators and marketers have about using music legally?
GD: The biggest hurdle remains awareness. Many creators and marketers don’t realise that any music used in branded or commercial content—whether on Instagram Reels, YouTube Shorts, or ads—must be licensed. Some believe infringement carries no real consequences, yet brands and influencers are increasingly facing takedowns, muted content, and even legal notices from rights holders. Another misconception is that licensing is prohibitively expensive, when in reality, platforms like Hoopr Smash offer licenses starting at just Rs 999, giving creators and brands affordable access to trending Bollywood tracks. There is also a misplaced belief that by using a track they are “helping” it become popular. In truth, most brands pick songs because they are already popular—tapping into their cultural relevance and built-in audience to amplify brand visibility.
ET: What makes Hoopr different from traditional licensing agencies or global music libraries?
GD: Hoopr differentiates itself from traditional licensing agencies and global music libraries through its sharp focus on Indian music and its commitment to fair, transparent partnerships. Our catalogue spans Bollywood hits, independent releases, and regional tracks across over 20 languages—all ethically sourced, fully licensed, and backed by clear agreements. Unlike many international platforms that buy out tracks without sharing royalties, Hoopr collaborates with artists through rights bodies like IPRS and follows a robust revenue-share model, ensuring fair payouts alongside complete copyright compliance.
In addition, Hoopr goes beyond being just a licensing platform by actively engaging the ecosystem through awareness campaigns, educational roadshows, and workshops for brands, agencies, and artists—initiatives rarely offered by others in the space. Our catalogue serves not only digital micro-licensing needs but also extends to films, OTT shows, and large-scale brand campaigns, with licenses starting at just Rs 999. This unique combination of ethical licensing, artist-first revenue sharing, industry education, and affordability positions Hoopr as the preferred partner for India’s creators, brands, and agencies.
ET: Can you tell us more about how Hoopr’s AI and curation engine works to match music to brand campaigns?
GD: With over 400,000 licenses sold and billions of views generated from videos featuring Hoopr tracks, we’ve built one of the most comprehensive datasets in India’s music licensing ecosystem—mapping genres, moods, tempos, and trends to brand categories and campaign goals. On the Hoopr platform, our AI-powered tools help brands assess a track’s relevance and even generate tailored content ideas, removing friction in discovery and making song selection smarter, more meaningful, and more rewarding for brands and agencies.
For instance, if a fintech company, a food-tech brand, and a fashion label all license the same trending track, our AI generates distinct, brand-specific content ideas—making the music feel contextually relevant, on-brand, and culturally resonant. This data-driven approach eliminates guesswork, accelerates campaign planning, and maximises both creative impact and commercial returns.
ET: How does Hoopr ensure ethical and timely payouts to artists?
GD: At Hoopr, we follow a transparent revenue-share model that ensures the majority of every license fee flows directly to artists, labels, and platforms. Royalties are disbursed periodically, backed by clear agreements that safeguard both copyright and payment rights. Our recent partnership with IPRS adds an extra layer of assurance, guaranteeing fair royalty distribution to rights-holders. Since inception, Hoopr has paid out over Rs 4.5 crore, benefiting over 1,500 artists. With timely payouts, transparent reporting, and trusted partnerships, Hoopr is setting a new benchmark for fairness in India’s music licensing industry.
ET: Regional music is exploding. What are Hoopr’s plans to support vernacular creators and regional content?
GD: From day one, regional music has been at the heart of Hoopr—a powerful way for brands to connect with audiences in culturally authentic and meaningful ways. Hoopr was created to give Indian regional artists a dedicated platform, celebrating the diversity and richness of music emerging from the heartlands and across states, rather than relying on generic tracks.
Today, our library features music in over 15 Indian languages—including Punjabi, Marathi, Bengali, Odia, Tamil, and Gujarati—sourced from both leading regional labels and independent local creators. Through Hoopr Smash, we’ve brought music from across India onto a single platform, making it accessible to creators in Tier 1, Tier 2, and Tier 3 cities alike. We have successfully integrated regional tracks into major brand campaigns for UltraTech, Bingo Tedhe Medhe, and Himalaya, using music as a powerful vehicle to amplify messaging while preserving cultural relevance. With the surge of hyper-local creators and influencers, brands are increasingly turning to authentic regional music—and Hoopr is meeting this demand by creating and licensing tracks that reflect both local audience preferences and the growing local creator economy. By leveraging our vernacular catalogue and collaborating with regional artists and labels, we not only help brands connect authentically with their audiences but also generate new monetisation and growth opportunities for India’s regional music ecosystem.
ET: How has business been for Hoopr? What were your revenues last fiscal and your plans for this fiscal, and what is your revenue stream?
GD: Over the past three years, Hoopr has grown nearly 5x, establishing itself not only as a category creator but also as the clear leader in India’s emerging music licensing space. Our revenues are powered by two core streams—licensing via Hoopr and Hoopr Smash, and customised brand campaigns through Hoopr Brand Solutions (HBS). In the current fiscal, we are targeting Rs 22 crore in revenue, driven by the rising adoption of our platform among creators, brands, and agencies. Looking ahead, we aim to scale to Rs100–130 crore by FY28, fuelled by expansion into new content categories, deeper brand partnerships, the rapid growth of India’s creator economy, and global expansion opportunities unlocked by our tech platform’s scalability.
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