In conversation with Gaurav Dagaonkar, Co-founder and CEO at Hoopr, India’s first music licensing platform, it becomes evident that music has become an integral part of brand storytelling. “I think music has always been a very integral part of storytelling, especially in India,” Gaurav says. “Our audiences connect very deeply with music when it is a part of storytelling, and brands have leveraged music quite well in India.”Gaurav points out that brands are now using music in a much more enhanced manner, thanks to the availability of data on consumer behavior. “One of the key areas where music plays a big role is cultural relevance,” he explains. “Brands are zeroing down on specific regions and creating music that resonates with the local audience.” For instance, Ultratech Cement recently created a song called “Ek Ghar Banaonga” in Bhojpuri, targeting young boys from villages who aspire to build a home.Gaurav highlights the significant impact of catchy music on engagement metrics, particularly on platforms like Instagram Reels and YouTube Shorts. “If a Reel has trending audio, it is recommended, and typically, you get around 30 to 35% more watch time,” he says. “You also get anywhere between 50 to 20% more engagement on that video, more comments, and more shareability.” Moreover, brands can expect a higher conversion rate and click-through rate, with a 3 to 5% increase when using catchy music.However, Gaurav emphasizes the importance of licensing music responsibly. “When brands use trending audio without permission, they are violating Instagram’s policies and copyright laws,” he warns. “We educate brands on the importance of protecting copyright and using music responsibly.”Gaurav notes that regional music is playing a vital role in helping brands connect with tier 2 and tier 3 audiences. “Brands have realized that using local music is important for unlocking regional audiences,” he says. “It helps create a stronger emotional connection and increases recall.” For example, a snack brand used Bhojpuri music to launch a product in UP and Bihar, which went viral and helped the brand connect with the local audience.Gaurav observes that brands are increasingly using music-first strategies in experiential activations and in-store branding efforts. “Brands have understood that creating the right ambience in their stores or events is important,” he says. “High-end brands like BMW are conscious about the kind of music that customers hear when they walk into the showroom.” Even coffee shops are using music to create a specific atmosphere, with some partnering with independent artists to promote their music.Gaurav is excited about the future of music licensing, with the industry growing rapidly. “In India, there are almost 80,000 brands that make content daily on platforms like Instagram and YouTube Shorts,” he says. “Licensing music is becoming more crucial for them, and we are seeing a growing awareness amongst brands and labels about the importance of using music responsibly.” Hoopr is well-positioned to cater to this growing demand, with a platform that provides access to Bollywood songs, regional film songs, and independent artist songs.Gaurav’s insights highlight the transformative power of music in brand storytelling. As the industry continues to evolve, it’s clear that music will play an increasingly important role in shaping brand identities and connecting with audiences. With platforms like Hoopr leading the way, brands can now access a vast library of music and create memorable experiences that resonate with their target audience.
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