Quick Intro

  • Founded: 2023
  • Co-Founders: Oudi Antebi, Amit Shine
  • What they do: Pioneers of AI-powered creative platform HitCraft, transforming how music creators bring their vision to life from inspiration to global sharing
  • Who they help: Professional artists, independent musicians, songwriters, producers, and music hobbyists – anyone with musical ideas, regardless of technical expertise
  • Fundraising: $3.6M 
  • Website: hitcraft.ai

The Origin Story

The story began with Oudi Antebi, a serial entrepreneur and devoted Metallica fan who has attended nearly 50 concerts. Oudi is proudly wears only Metallica shirts – a tradition he’s kept for the past 20 years. After selling Redkix to Facebook (Meta) for over $100 million, Oudi turned his focus to the music industry.
He discovered how slow, expensive, and inaccessible professional music production was for people with musical ideas. Determined to change this, he brought a startup mindset into the music industry. This led to the creation of Session42.

Session42’s founding team includes music executive Amit Shine and three top Israeli producers: Stav Beger, Tal Forer, and Yinon Yahel. The company launched as a next-generation music label that invested in songs instead of charging artists upfront. They shared royalties with artists rather than demanding payment in advance. The team produced over 160 songs, gaining traction and recognition. Among their achievements was the world’s first AI-powered duet between Israeli icons Ofra Haza and Zohar Argov. This song aired on radio and was recognized by Variety as a cutting-edge innovation.
It showed Session42’s ability to push creative boundaries while staying authentic. As the company scaled in 2023, they made a strategic pivot.
They developed HitCraft – an intelligent, conversation-based platform for music creation. HitCraft enables anyone to bring their musical vision to life, from idea to song. What once took months can now happen in minutes.

The Problem

The journey from musical inspiration to finished creation is filled with barriers for creators at every level. Songwriters often struggle to translate their lyrical and melodic ideas into full productions. Producers seeking fresh creative direction face creative blocks. Artists with clear musical visions get lost in technical complexities. These challenges mean brilliant musical ideas frequently remain unrealized, existing only in creators’ minds rather than being shared with the world.

Traditional music creation processes are fragmented, requiring different tools, skills, and often collaborators for each phase – songwriting, production, distribution, and marketing. This fragmentation creates friction that interrupts the creative flow, with each transition point becoming a potential roadblock where inspiration can be lost. At the same time, as of late 2024, over 99,000 songs are uploaded to streaming services daily, creating an environment where music creators need tools that maintain their unique voice while allowing them to work at the speed of inspiration.

The Solution

HitCraft redefines music creation by offering an intelligent conversation-based platform that bridges the gap between inspiration and professional realization. Whether you’re a songwriter without production skills, a producer seeking lyrical direction, or anyone with a musical idea, HitCraft adapts to your specific needs—capable of either guiding you through the process or handling entire aspects of creation on your behalf.

Most importantly, HitCraft has solved the AI authenticity problem: all music produced through HitCraft is built from human-created elements, preserving the soul and signature sounds that only human musicians can create. HitCraft offers a complete music creation ecosystem:

  • Songwriting & Composition: Collaborative creation with AI that understands musical structure, emotion, and genre conventions; instantly hear your lyrics transformed into professional-quality demos without waiting for studio time
  • Production & Sound Design: Transform written songs into complete productions with authentic, human-created sounds; download entire projects for your DAW to add your personal touch
  • Human-Authenticity Guarantee: All sounds and production elements come from hundreds of real musicians and producers; the platform arranges and adapts human-created elements rather than generating artificial approximations
  • Complete Distribution Ecosystem: Distribute your finished music directly to streaming platforms, create comprehensive promotion strategies, and handle the entire release process from a single conversation

HitCraft adapts to exactly how each creator wants to work:

  • Drive the whole process yourself, with HitCraft providing guidance only where requested
  • Work together with HitCraft, handling specific aspects while you focus on others
  • Provide initial direction and let HitCraft handle technical aspects you’re less comfortable with

The Market Opportunity

The global music creation market is growing fast, with over 300 million creators expected by 2030. Many creators still lack the tools to bring their musical ideas to life. This gap leaves a huge, underserved market with massive potential. Meanwhile, AI-driven music generation was valued at $642.8 million in 2024. It’s expected to surpass $3 billion by 2030, with a 29.5% annual growth rate. This growth shows a major shift toward AI-assisted creativity for music makers. More creators want tools that streamline their workflow without losing their unique voice.

The creator economy is experiencing explosive growth. Valued at $143 billion in 2024, it is expected to grow 10X over the next decade, reaching $1.487 trillion by 2034. This surge, fueled by platforms like TikTok, YouTube, and Instagram, has dramatically increased the demand for faster, more intuitive creation methods. Traditional music creation can’t keep up with the speed of inspiration, making AI-powered creative platforms like HitCraft essential for anyone looking to transform their musical ideas into reality. As AI-driven content creation becomes mainstream, Session42 is leading this transformation, enabling all music creators to bring their vision to life with unprecedented ease.

Conclusion

Session42 is not just changing how music is made; it’s transforming who gets to create it and how musical ideas move from imagination to reality. With AI-powered creative platform HitCraft, you start with an idea – a feeling, a concept, or even just a genre you want to explore – and continue to

  1. Develop it collaboratively – with as much or as little assistance as you desire
  2. Produce it professionally – using authentic human-created sounds across any genre
  3. Distribute it globally – directly to streaming platforms from your conversation
  4. Market it effectively – with strategies explicitly tailored to your music

This revolutionary approach eliminates fragmented processes and technical barriers between vision and creation. This is the future of music creation: comprehensive, flexible, and centered on preserving the human element that makes music meaningful while empowering everyone to bring their musical ideas to life.

Read more about Horizon Portfolio HERE