iWorld
Hoopr and Universal Music India launch artist accelerator programme
MUMBAI: India’s independent music scene just got a serious power chord. Hoopr, the country’s leading music licensing platform, has teamed up with Universal Music India to roll out an industry-first Artist Accelerator Programme aimed at nurturing the next generation of homegrown musicians. The initiative promises more than applause. It offers money, mentorship and a clear path to getting heard and paid.
Designed for emerging independent artists, the programme tackles the usual roadblocks head on. Selected musicians will receive end-to-end support across publishing, distribution, sync and micro-sync opportunities, along with brand collaborations. In short, artists get to focus on making music while the machinery around them actually works.
A central part of the programme is the creation of a fresh catalogue of original tracks. These will be released on Hoopr’s YouTube channel Songfest and published on Hoopr Smash, its music-tech platform. Songfest has already built a reputation through collaborations with artists such as Monali Thakur, Shalmali Kholgade, Nikhil D’Souza and Ash King, alongside award-winning brand music projects.
There is also a nostalgic twist. Artists will be invited to reimagine iconic Universal Music India classics, with selected recreations set to drop on UMG India’s Revibe YouTube channel. Old favourites, new voices, fresh audiences.
Universal Music Group’s global distribution and marketing muscle, paired with Hoopr’s extensive independent artist community, creates a single launchpad for visibility and monetisation. For emerging musicians, that combination could be game changing.
Participants will be chosen through curated auditions open to Hoopr’s community of thousands of artists, with selections made by Universal Music India. Those selected will receive A and R guidance, studio access, mixing and mastering, music video production and sync opportunities facilitated by Hoopr.
Open to all genres and languages, the programme arrives at a moment when independent music is topping charts and brand partnerships are booming. It is a timely reminder that the future of Indian music is being built outside the mainstream, one bold track at a time.
Universal Music Group India and South Asia chief revenue officer Viral Jani, said the partnership reflects UMG’s artist-first approach and its commitment to discovering new talent from anywhere. Hoopr co-founder and CEO Gaurav Dagaonkar, called the initiative a long overdue breakthrough that brings fairness, scale and transparency to the indie music ecosystem.
For listeners, it means more new music. For artists, it could mean the difference between being heard and being forgotten.
iWorld
MS Dhoni invests in Kuku, joins Kuku TV as brand ambassador
Cricket icon backs AI storytelling platform, fronts Kuku TV campaign
MUMBAI: MS Dhoni has invested in Kuku and joined its short-form drama app Kuku TV as brand ambassador, signalling a high-profile bet on India’s fast-growing AI-led content space.
Kuku, a mobile-first storytelling platform, operates across formats with apps such as Kuku TV for micro-dramas, Kuku FM for audio content and Guru for learning-led entertainment. Founded in 2018, the company has scaled rapidly, crossing 350 million installs and building a catalogue of over 20,000 titles across multiple Indian languages.
Dhoni said his decision to invest and partner with the platform was driven by its distinct approach to storytelling and its strong growth trajectory. MS Dhoni said, “I chose to invest in Kuku, and also come on board as the ambassador for Kuku TV, because the platform really stood out to me. It has built a differentiated entertainment experience for audiences across India, spanning multiple languages and formats. The growth has been impressive, and I connect strongly with the founders, who come from small towns like mine and have built something of this scale. I believe in their vision of building an AI-driven storytelling platform from Bharat, for Bharat, and for the world.”
Founded by Lal Chand Bisu, Vinod Kumar Meena and Vikas Goyal, the platform positions itself at the intersection of technology and storytelling, using AI to create and distribute bite-sized content tailored to mobile audiences.
Sharing his perspective, Kuku co-founder and CEO Lal Chand Bisu said, “MS Dhoni is known for backing bold decisions that others might hesitate to take. At Kuku, we are also taking bold bets. That spirit of unconventional thinking resonates deeply with us.”
Adding to this, Kuku co-founder and COO Vinod Kumar Meena said, “Our beloved Thala is one of the rare personalities with truly nationwide appeal. As we build Kuku for all of India, that connection makes him a natural fit for us.”
Further, Kuku co-founder and CTO Vikas Goyal said, “MSD has a unique understanding of people. As we build for both creators and consumers, that perspective will be incredibly valuable, especially as we continue strengthening our AI-driven storytelling stack.”
Backing the momentum, Panthera Peak Capital managing director Nikhil Bhandarkar said, “Kuku’s vision, execution, and clarity of thought are exceptional, qualities that closely mirror MS Dhoni’s approach. We are excited to partner with the team as they build Kuku into a global entertainment platform.”
To mark the association, Kuku TV has rolled out the campaign Dhoni Watches Kuku TV, anchored by a brand film that plays on Dhoni’s instinctive decision-making. Built around short, engaging stories delivered in minutes, the campaign highlights the platform’s promise of quick, compelling entertainment.
With Dhoni stepping in as both investor and face of the brand, Kuku appears to be doubling down on its ambition to take AI-driven storytelling from India to a global audience, one short story at a time.
