Artists first.

Artists are at the heart of everything we do. To become the trusted platform for today’s and the next generation of music artists. We must hold their safety, needs and interests paramount in everything we do.

Break the status quo.

The music industry is famously slow to evolve. It’s littered with outdated processes, technologies, and opinions that stifle innovation. Hook must empower creative thinking - new ideas, new opportunities, new solutions. We don’t follow, we break the industry status quo to make creative expression equitable and accessible.

Music for everyone.

To truly unleash the power of music creation for everyone, our products and services should be accessible to everyone, regardless of their skill, budget or where they’re from. We strive for simplicity even when things are complex. We avoid jargon and put the needs of the users first.

Give trust, earn trust.

We are a team in every sense of the word, and trust is our foundation. We must be open to new ideas and trust others to do their best work. We don’t take trust as a given. We earn trust by treating others with respect and always striving to have integrity in everything we do. There’s no room for egos or jerks!

Be curious, learn fast.

In a world that is evolving quickly, we need to have bias towards action and learn quickly. We need to think big, and make informed bets. We ship, learn, iterate so we can get to the best solution as quickly as possible. We’re not afraid of failing, because we learn of new possibilities.

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