In a significant move for India’s music licensing ecosystem, Hoopr Smash has announced a strategic partnership with Turnkey Music & Publishing, a well-regarded independent music publisher led by industry veteran Atul Churamani. The collaboration will add over 1,250 English tracks from Turnkey’s catalogue to Hoopr Smash’s platform, expanding its total music library to more than 20,000 tracks.
Turnkey Music brings a legacy of artist development and genre-spanning curation across soul, blues, indie rock, and pop. Known for initiatives like Paddy Fields – India’s first folk fusion festival – the label has worked with a variety of international catalogues and independent singer-songwriters. This new partnership enables creators and brands to access high-quality English music for legal and effortless licensing through Hoopr Smash’s self-serve platform.
Atul Churamani, Managing Director, Turnkey Music & Publishing said, “Hoopr Smash is doing a great service to musicians and brands alike. With the amount of music being released every day, it has become challenging for brands to find new and appropriate music that is a fit for them. So we are extremely excited about partnering with Hoopr, especially as Gaurav Dagaonkar and his team have worked hard to get the Hoopr platform to where it is today, ensuring that musicians are compensated fairly for their work. In addition, Gaurav has been particular about engaging with the Indian Performing Rights Society as well, so that composers and lyricists also receive their share of royalties. Micro licensing is the new mantra for musicians and creators and we could not have asked for a better partner to help build a sustainable business for them.”
The partnership comes at a time when over 80,000 brands in India are producing digital content daily—87% of which use unlicensed music. This practice contributes to an estimated ₹10,000 crore in annual losses for the music industry. By offering a scalable, legally compliant solution, Hoopr Smash aims to address this issue head-on.
Gaurav Dagaonkar, Co-Founder & CEO, Hoopr said, “India’s content ecosystem is booming, but the independent music space has long lacked accessible, legal licensing options. With Turnkey’s diverse and globally-relevant catalogue now on Hoopr Smash, we’re addressing this critical gap while expanding our offerings meaningfully. Atul Churamani’s legacy in artist development and the music publishing space adds immeasurable value to this collaboration. Together we hope to create a future ready and transparent ecosystem where brands and creators license music in a responsible manner and artists receive fair compensation.”
Meghna Mittal, Co-Founder & CRO, Hoopr said, “As the demand for English music grows across branded digital content, campaigns, and creator communities, it’s crucial that the music licensing infrastructure evolves to match the growing demand. Our partnership with Turnkey brings not just a rich catalogue of English tracks, but also decades of publishing expertise to the platform. Hoopr Smash’s real-time licensing, automated compliance, and intuitive discovery tools ensure that creators can access world-class music legally and instantly—while rights holders benefit from full transparency and control. This is exactly where tech, creativity, and fair monetization meet.”
The collaboration represents a major step forward in creating a fair, accessible, and transparent music licensing environment in India, especially for the growing community of digital creators and brands seeking high-quality, legal content.
