Hyph<\/strong>, according to its website, lets creators remix vocals<\/a> or record their own, and then build their tracks “layer by layer” using a “fully licensed library of sounds crafted by world-class talent”.<\/p>\n In a press release announcing Masuch’s appointment on Tuesday (January 27), Hyph said it is “focused on creating new interactive value-added services designed to maintain music industry growth as the subscription streaming market matures”.<\/p>\n Core to Hyph\u2019s offer, the company added, is a library of “millions of wholly-owned human-created musical parts,” which it describes as the \u201cbuilding blocks of popular music\u201d.<\/p>\n The first iteration of the Hyph suite of products is an app currently on trial in the Nordics, the UK, Sub-Saharan Africa, and Latin America,<\/strong> which allows fans to create their own songs from Hyph\u2019s “building blocks”.<\/p>\n Hyph said that further products are under development, including a marketplace allowing artists to sell vocal lines, hooks, and other musical parts directly to consumers, and API\u2019s which “allow labels to engage fans and activate catalogs”.<\/p>\n Masuch has joined Hyph in an advisory capacity with immediate effect and will transition to Chairman in April 2026.<\/p>\n “Hyph, with its commitment to human-generated music, and its understanding of the new creator economy is ideally poised to play its part in music\u2019s next revolution.”<\/p>\n Hartwig Masuch<\/span><\/p><\/blockquote>\n Masuch said: \u201cStreaming transformed music for the better, unleashing a wave of transparency which has empowered artists and restored the industry to profitability.<\/p>\n “But as subscription streaming begins to peak in major markets, music is increasingly thinking about what\u2019s next.<\/p>\n “Hyph, with its commitment to human-generated music, and its understanding of the new creator economy is ideally poised to play its part in music\u2019s next revolution. I am delighted to join Andreas and the team in turning this vision into reality.\u201d<\/p>\n \u201cHartwig Masuch is one of the most accomplished global music executives of the past two decades.”<\/p>\n Andreas Carlsson<\/span><\/p><\/blockquote>\n Andreas Carlsson added:\u00a0\u201cHartwig Masuch is one of the most accomplished global music executives of the past two decades. We are delighted that he is joining us in our mission to create the first genuine leap forward for music since the advent of subscription streaming.<\/p>\n \u201cSince I became CEO of this company 18 months ago, my mission, drawing on all my experiences as a songwriter and my deep understanding of rights, has been to create an ecosystem that allows musicians to prosper while using technology to give non\u2011musicians the ability to play with music in a way they have never had before.<\/p>\n “The addition of Hartwig to our team brings that vision one step closer.\u201d<\/p>\n Masuch has worked in the music industry for more than 30 years. He\u00a0exited his role<\/a>\u00a0as CEO of BMG in July 2023, having spent 32 years at BMG parent\u00a0Bertelsmann, and more than 14 years at BMG itself.<\/p>\n He joined\u00a0Warner Music\u00a0Publishing (Germany) in 1985 as General Manager, Repertoire and was later promoted to General Manager & Vice President of Creative Affairs.<\/p>\n In 1991, he had left\u00a0Warner Music\u00a0Publishing to join what was then the music publisher BMG Music Publishing and thus Bertelsmann, assuming responsibility for the company\u2019s operations in Germany, Austria and Switzerland.<\/p>\n When the publishing company\u00a0was acquired<\/a>\u00a0by\u00a0Universal Music Group\u00a0in 2007, Masuch first worked as a consultant on the restructuring of Bertelsmann\u2019s music business.<\/p>\n![](\"https:\/\/www.musicbusinessworldwide.com\/files\/2026\/01\/Andreas-Carlsson-Photo-credit-Daniel-Stigefelt-80x76.jpg\")
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