Mumbai: Hoopr Smash, a fully automated, self-serve music-licensing marketplace, has announced a strategic partnership with Turnkey Music & Publishing Pvt. Ltd., an independent music publisher led by music industry veteran Atul Churamani. Through this collaboration, over 1,250 English-language tracks from Turnkey’s catalogue will now be available on the Hoopr Smash platform—taking the platform’s total library past the 20,000-track milestone.
The partnership marks a significant step in expanding legal access to premium, international-standard English music for content creators, brands, and agencies across India.
With a legacy in artist development and publishing innovation, Turnkey Music has collaborated with international catalogues, domestic rights holders, and independent singer-songwriters across genres like soul, blues, indie rock, and pop. The addition of Turnkey’s catalogue to Hoopr Smash enhances the platform’s appeal for users seeking high-quality, culturally relevant English music.
Atul Churamani, Managing Director of 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.”
Gaurav Dagaonkar, Co-Founder & CEO of Hoopr, added, “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 of 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.”
With over 80,000 brands producing digital content daily in India, and nearly 87% operating without proper licensing, the collaboration aims to solve a critical market need. India’s content ecosystem reportedly suffers an annual ₹10,000 crore loss due to unlicensed music usage—a gap that Hoopr Smash and Turnkey now hope to address with a scalable, legally compliant, and artist-friendly solution.
This partnership reinforces the urgent need for ethical music licensing in the age of digital content proliferation—benefiting both creators and rights holders, and pushing the Indian creative economy towards a more transparent and sustainable future.
