Audio and gaming have always been closely linked.
From the theme music of classic ’70s barrel games like Space Invaders to the multi-radio experience in Rockstar’s Grand Theft Auto franchise, Music created and licensed for the game soundtrack continues to play an important role in the game.
In addition, as well as providing an additional source of revenue for music rights holders, the game soundtracks are like the Electronic Arts series. fifa franchises and virtual in-game concerts like Epic game‘ Fortnite, has also given up-and-coming artists and superstars access to wide audience through these platforms.
The collision between the gaming and music worlds has also created new technology players to improve the music experience for players and bring more value to music rights holders from the business. video game business. estimate will generate annual revenue of $211.2 billion by 2025.
One of such players is UK-born Reaction Music which, as MBW told you in 2021, has Patented technology development allows background music and real-time music personalization during gameplay.
The company previously partnered with music tech specialist B2B global adjustment, Music company AI Musiio and music rights and data platform, Blokur, for music distribution, tagging, and music and audio rights management.
Currently, misdiagnosis Song Management has been named Reactional’s newest partner.
Hipgnosis has signed a licensing agreement with Reactive Music, opening the company’s catalog of 70,000 songs, including more than 3,500 global #1 songs, integrated into the game using Reactional’s technology.
React claims that 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, Music Director, Hipgnosis Song Management said, “This partnership provides a day where gamers around the world can enjoy their favorite songs on the go. how they interact while playing their favorite games” and called it “a step change in gamers’ enjoyment and experience”.
Reactive Music, whose President David Knox spent 26 years in senior global management positions at EA, says it allows any production or commercial track to become interactive around the player in game.
It says its platform achieves this by allowing popular music “to become a compelling part of the in-game world, with selected tracks reacting to the game in real-time along with visual and sound effects”.
Using its technology, Reactive says it wants to “completely rewrite” [the] rules for music and video games” and announced it would usher in a “new era of commerce” for music copyright owners and game businesses to work together by providing music music as an optional in-game purchase for the player.
In addition to Hipgnosis, Reactional says that it has signed agreements with multiple copyright holders and will share details of these agreements soon.
It also adds that “after months of active dialogue,” both “copyright holders and publishing rights holders are now registered with the Reactive platform.” (Hipgnosis has licensed its catalog publishing rights for use on Reactional’s platform.)
Reactional made the point of note noting that its tool “does not alter, mix or edit the original music” and that it “understands that for music rights holders it is important not to create derivatives of their work and the original remains unaffected”.
Elsewhere, Reactional says it tracks all music usage on its platform and claims to be working on what it calls a “completely new music rights licensing model,” and added that they “have completed all the necessary formalities for production and commercial music from a number of leading copyright holders”.
Reactional says it will also enable new detailed data analysis and insight into gamers’ music usage.
The company is currently working with developers to test its technology in various projects and it has been used in the Playstation and PS VR2 titles. Sea garden. This engine is also used at the ‘Avicii Experience’ at Space in Stockholm.
The release of Reactional’s “full self-service platform” will be available in 2023.
“This partnership offers a day when gamers around the world can enjoy their favorite Songs interactively while playing their favorite games – a step change in the way rewards are made. knowledge and experience of gamers.”
Ted Cockle, Hipgnosis Song Manager
Ted Cockle, Music Director, Hipgnosis Song Management, said: “This partnership provides a day where gamers around the world can enjoy their favorite Songs interactively while playing their favorite songs. their favorite game – a step change in the gamer’s experience and experience.
“We are delighted to be able to partner with Reactional to help create something that is so much fun.”
“From the first conversation, Hipgnosis understood what we were doing at Reactive Music.”
David Knox, Reaction Music
Reactional Music President David Knox said: “From the first conversation, Hipgnosis understood what we were doing at Reaction Music.
“We have a shared vision of the importance of artists and creators, putting them at the heart of what we do, ensuring transparency as part of an ethical and fair model that aligns with artists, game developers and rights holders.
“The Hipgnosis Catalog is a formidable partner for Reactional. Its music and songs are the background music of our lives.”
Knox added: “The intersection between the game and the music is incredibly fun. Commercially, it offers the opportunity for both industries to have in-game purchases; creatively, it appeals to artists, composers, and game developers to collaborate more closely.
“And it’s not just new game releases. Reactional’s platform enables music management and personalization in existing game franchises as part of a seasonal refresh.”
This new deal comes just weeks after Hipgnosis Song Management Cooperation withand have invested in Timbaland and Gary Marella-founded beat the Beatclub market.
Under that arrangement, Beatclub’s roster of Elite producers and artists, including Justin Timberlake, Tainy, J. Cole, Dean MikeMike Will Made-It, Tommy Brown, Timbaland, Angel Lopez, Cash Money AP, BoogzDaBeast, Jozzy, Federico Vindver, etc., will have the ability to sample songs in misdiagnosis Table of contents.Global Music Business
