Hoopr has rolled out two AI-led features, Brand Match Score and an AI Content-Idea Generator, on its self-serve music licensing marketplace, Hoopr Smash, as it looks to streamline how brands and agencies discover music and develop campaign ideas at scale.
The launch reflects a growing push within India’s branded content ecosystem to combine data intelligence with creative decision-making, particularly as content volumes rise sharply across digital platforms.
At the centre of the update is Hoopr’s Brand Match Score, which uses the company’s AI engine to analyse a brand’s digital footprint. This includes social media activity, previous campaigns, tone of voice, brand personality and historical music usage. Based on this analysis, every track on the platform is assigned a dynamic compatibility score, categorised as a high, moderate or low match for the brand.
The aim is to help marketers move beyond generic trend-led music selection and instead identify tracks that are more closely aligned with brand identity and audience positioning.
Once a track is selected, Hoopr’s AI Content-Idea Generator suggests campaign concepts tailored to both the song and its audience context. The tool proposes ideas across formats such as short-form video, Reels, and seasonal or festive campaigns, addressing a common challenge faced by high-volume content teams: sustaining creative output without repetition or fatigue.
The launch comes against the backdrop of a rapidly expanding branded content market in India, where more than 32,000 branded videos are created daily. As output increases, brands are under pressure to remain culturally relevant while also ensuring music usage is rights-cleared and compliant.
Hoopr says its AI tools are designed to speed up music discovery while maintaining ethical licensing standards, an area that has become increasingly important as short-form video platforms scale. Industry research suggests that the right music choice can deliver up to a 30 percent uplift in engagement, underlining music’s role in effective brand communication.
Gaurav Dagaonkar, Co-Founder and CEO of Hoopr, said the company views music as a core emotional driver of brand storytelling rather than a secondary creative element. He added that the new tools are intended to help brands make informed, culturally aware music choices while ensuring artists and rights holders are compensated fairly.
Meghna Mittal, Co-Founder and CRO, said Hoopr’s AI models analyse rhythm, tone, mood and lyrical sentiment and map them against a brand’s personality, visual language and engagement history. According to Mittal, this allows for a more contextual and personalised music discovery process, particularly for brands without large in-house creative or music teams.
With these additions, Hoopr continues to position itself as a technology-led player in India’s music licensing space, focused on simplifying access to rights-safe music while adapting to the scale and speed of modern content creation.
