Music and games have always been closely linked. From the theme music of classic ’70s arcade games like Space Invaders to the multi-station radio experience of Rockstar’s Grand Theft Auto franchise, music created and licensed for game soundtracks keeps playing a key role in gameplay.
Additionally, in addition to providing an additional revenue stream for music rights holders, game soundtracks like the long-running ones from Electronic Arts Fifa franchise and virtual in-game concerts on the likes of epic games‘ Fortnite, also gave emerging artists and superstars access to wide audience through these platforms.
The collision of the worlds of games and music has also spawned new technology players aiming both to improve the music experience for gamers and to extract more value for music rights holders from the global games market, which East forecast generate annual revenues of $211.2 billion by 2025.
One such player is UK-born Reactional Music, which, as MBW told you in 2021, has developed patented technology which allows real-time customization of soundtracks and music during gameplay.
The company has already partnered with a specialist in B2B music technology Global Listening, Music company IA Musiio and the music and data rights platform, Blokur, for music delivery, tagging and management of music and sound rights.
NOW, hipgnosis Song Management has been named a new partner of Reactional.
Hipgnosis has entered into a licensing agreement with Reactional Music that opens up the company’s 70,000-song catalog, which includes over 3,500 worldwide No. 1s, to be integrated into gameplay using Reactional’s technology.
Reactional claims the deal will give Hipgnosis access to “millions” of gamers as well as access to game developers around the world.
Commenting on the deal, Ted Cockle, Director of Music at Hipgnosis Song Management, said “this partnership advances the day when gamers everywhere can interactively enjoy their favorite songs while playing their favorite games.” and called it “a sea change”. in the enjoyment and experience of the players”.
Reactional Music, whose chairman David Knox spent 26 years in global leadership positions at EA, says it allows any commercial or production music to become interactive around the player in a game.
He says his platform achieves this by allowing popular music “to become an immersive part of the gaming world, with chosen tracks reacting to gameplay in real time with visual and sound effects.”
Using its technology, Reactional says it wants to completely “rewrite [the] rules for music and video games” and further claims to usher in a “new commercial era” for music rights holders and game companies to work together, offering music as an in-game purchase option for players.
In addition to Hipgnosis, Reactional says it has signed deals with multiple rights holders and will share details of those soon.
He also adds that “after many months of positive dialogue”, “master and publishing rights holders are now signing up to the Reactional platform.” (Hipgnosis has licensed publishing rights to its catalog for use on Reactional’s platform).
Reactional would like to point out that its engine “does not modify, mix or edit the music master” and that it “understands that for music rights holders it is important that a derivative of their work is not created and that the master remains intact”.
Elsewhere, Reactional says it tracks all music usage on its platform and claims to be working on what it calls “an all-new music rights licensing model”, adding that it “has done all due diligence for commercial and production music from a number of leading rights holders”.
Reactional says it will also enable new detailed data analytics and insight into players’ music usage.
The company is currently working with developers to pilot its technology on various projects, and it’s already being used in the Playstation and PS VR2 title. sea garden. The engine is also used in the “Avicii experiment” at Space in Stockholm.
Reactional’s “fully self-service platform” is scheduled for release in 2023.
“This partnership advances the day when gamers everywhere can interactively enjoy their favorite songs while playing their favorite games – a step change in the enjoyment and experience for gamers.”
Ted Cockle, Hipgnosis Song Management
Ted Cockle, Director of Music at Hipgnosis Song Management, said, “This partnership advances the day when gamers everywhere can interactively enjoy their favorite songs while playing their favorite games – a sea change in the enjoyment and player experience.
“We’re thrilled to be able to work with Reactional to help create something that will bring so much fun.”
“From the first conversation, Hipgnosis understood what we were doing at Reactional Music.”
David Knox, reaction music
Reactional Music President David Knox said, “From the first conversation, Hipgnosis understood what we were doing at Reactional Music.
“We have a shared vision of the importance of the artist and the creator, placing them at the center of what we do, ensuring transparency within an ethical and fair model that works for the artist, the game developer and the rights holder.
“The Hipgnosis catalog is a great partner for Reactional. His music and his songs are the soundtrack of our lives.
Knox added, “The intersection of games and music is incredibly exciting. Commercially, it presents opportunities for both industries with in-game purchases; creatively, it’s imperative for artists, composers, and game developers to work more closely together.
“And it’s not just about new game releases. Reactional’s platform allows curation and customization of music across existing game franchises as part of a seasonal refresh.
This new deal comes just weeks after Hipgnosis Song Management in partnership withand invested in Timbaland and Founded by Gary Marella beat the Beatclub market.
As part of the arrangement, Beatclub’s Elite Producer and Artist roster, which includes Justin Timberlake, Tainy, J. Cole, Mike DeanMike Will Made-It, Tommy Brown, Timbaland, Angel Lopez, Cash Money AP, BoogzDaBeast, Jozzy, Federico Vindver and more will have the opportunity to sample songs in the hipgnosis catalog.The music industry around the world