In today’s digital age, where creativity meets technology, the way we approach music is changing rapidly. For brands and creators, using music responsibly has become more important than ever. This is where Hoopr, a platform dedicated to ethical music licensing, comes into the picture. At the forefront of Hoopr’s marketing efforts is Vitasta Kaul, a seasoned marketing professional with 18 years of experience across industries. In a recent conversation, Kaul shared her journey, Hoopr’s mission, and the challenges of promoting ethical music licensing in a market that often overlooks its value.
Vitasta Kaul’s Journey: A Story of Growth and Adaptability
Kaul’s career has been a journey of learning and innovation. She started in edtech with Mexus Education, contributing to the early growth of digital education in India. Later, she ventured into entrepreneurship, founding Urban Spice, a food and beverage company. Kaul then took on a leadership role at CredR, a startup focused on the used two-wheeler market, where she led marketing for eight years.
To stay ahead in her field, Kaul pursued advanced studies at IIM Calcutta and later at INSEAD, sharpening her skills and knowledge. Her diverse experiences have shaped her ability to adapt and excel in the ever-changing world of startups and technology.
Hoopr’s Mission: Empowering Artists Through Fair Licensing
Hoopr, founded by Gaurav Dagaonkar, is on a mission to revolutionize music licensing by ensuring fair compensation for artists, especially those from smaller cities in India. The platform offers a vast library of original music created by a network of 650–700 musicians, personalized to celebrate culturally and regionally themed content creation.
Kaul highlighted that Hoopr goes beyond just providing music; it educates brands about the importance of respecting copyright laws. “In India, music is often treated as free, which hurts artists and the industry. Hoopr aims to change this by promoting ethical licensing practices,” Kaul shared.
Tackling Challenges: Educating the Market on Copyright
A major challenge for Hoopr is changing the perception of music licensing in India. Many brands are unaware of the legal issues tied to using unlicensed music. Hoopr is tackling this by educating brands and creators about copyright laws and encouraging them to take responsibility.
Kaul explained how Hoopr is building a community that values ethical music practices. By creating a closed-loop economy for artists and brands, Hoopr is fostering trust and transparency in the music ecosystem.
Marketing Hoopr: Using Data and Storytelling
Kaul’s marketing strategy for Hoopr is deeply rooted in analytics. By analyzing up to five lakh data points monthly, the platform identifies user preferences and tailors its campaigns. Hoopr also uses storytelling to engage its audience, creating educational videos and blog posts that help brands and creators understand the importance of ethical music licensing.
The Role of AI in Music Licensing
Hoopr is also preparing for the future by integrating artificial intelligence into its platform. AI will help the platform make personalized music recommendations to users while ensuring that human creativity remains central to the process. Kaul emphasized, “AI should enhance creativity, not replace it.”
Opportunities Ahead: Building a Responsible Music Ecosystem
Despite challenges, Kaul sees a bright future for Hoopr. With its diverse music catalog and collaborations with Indian artists, the platform is gaining traction among startups and creators who value originality and fairness. Kaul believes that early adopters will play a key role in creating a cultural shift towards ethical music licensing.
A Personal Note on Growth and Learning
Kaul also emphasized the importance of personal development. “Continuous learning is crucial in today’s fast-changing world,” she said. From navigating the pandemic to embracing AI-driven changes, Kaul believes that marketers must stay curious and adaptable to thrive.
Conclusion: Leading the Way in Ethical Licensing
Under Vitasta Kaul’s leadership, Hoopr is not just a music licensing platform—it’s a movement towards fairness and responsibility in the music industry. By empowering artists and educating brands, Hoopr is setting new standards for ethical accountability in the music industry.
Kaul’s journey from edtech to startups and now to the music industry is an inspiring example of adaptability and growth. As Hoopr evolves, its vision of a more responsible music ecosystem, backed by Kaul’s innovative strategies, is paving the way for a brighter future for artists and creators alike.
