"Hooks need to be predictable and not predictable at the same time"

This quote by Ken Hill talks to the importance of producing hooks that are both familiar and unanticipated. A hook is a musical phrase that records the listener's attention and sets the tone for the remainder of the song. It must be recognizable enough that the listener can identify the category of the tune, but likewise special sufficient to stick out from other tunes in the same genre. By making a hook both foreseeable and unforeseeable, the artist can create an unforgettable and appealing experience for the listener. The hook needs to be familiar sufficient to draw the listener in, but likewise have an element of surprise that keeps them engaged. This balance in between the familiar and the unanticipated is vital for developing a successful hook.