Universal Music Group has struck a deal with AI-powered social app Hook, allowing fans to remix and mash up songs from UMG's catalogue and share them on the app or directly to platforms such as TikTok, Instagram, Snapchat and SoundCloud. The partnership significantly expands Hook's pool of fully cleared and licensed music, following existing agreements with Downtown Music Group, Too Lost, Primary Wave and Avex, and is framed by both companies as a way to let fans create content with tracks they love while ensuring artists and rights-holders are compensated for user-generated content made with their music.

Hook, whose CEO Gaurav Sharma said the app spent two years developing the deal with UMG's labels, has already worked with UMG divisions including Republic Records, Capitol Records, Mavin and Virgin Music Group on around 30 marketing campaigns involving remixes and fan activations. UMG's chief digital officer Michael Nash described licensed fan creativity as central to the industry's next phase. The announcement comes after Hook closed a $10 million Series A funding round in February, led by Khosla Ventures with backers including Point72 Ventures and Waverly Capital, co-founded by former Warner Music Group chief Edgar Bronfman Jr.