Music delivery platform Reactional Music which connects the world of games and music for games developers, gamers and music artists has reached an agreement with Hipgnosis Song Management. The platform’s technology allows any music to be added into a game and make the game’s visuals, music and sounds react to that particular live music.
Gamers can use it to personalise their in-game personas as well as enjoy gameplay with their favourite music in the same way they would with skins.
Reactional music president David Knox said, “Right from the first conversation Hipgnosis understood what we are doing at Reactional Music. We have a shared vision around the importance of the artist and the creator, putting them at the centre of what we do, ensuring transparency as part of an ethical and equitable model that works for the artist, the games developer and the rights holder.”
The music platform plans to alter the way gamers experience and enjoy music in games and is already working with developers on different pilot projects to reach its goal. Reactional Music believes it will open up a new era of music personalisation and in-game purchase.
This partnership will see Hipgnosis’ catalogue and artists’ music become part of gameplay, giving the music company access to millions of gamers and developers around the globe.
“This partnership brings forward the day when gamers throughout the world can interactively enjoy their favourite songs while playing their favourite games – a step-change in the gamers’ enjoyment and experience. We’re delighted to be able to work with Reactional to help create something which will bring so much pleasure,” said Ted Cockle, Chief Music Officer of Hipgnosis Song Management.
Reactional will also enable new detailed data analytics and insight into music use by gamers. Reactional’s Engine does not alter, mix or edit the music. In addition, Recreational will also track every use of music on its platform and has partnered with Tuned Global, Musiio and Blokur for music delivery, tagging rights management of all music and sounds.
“The intersection of games and music is incredibly exciting. Commercially it presents opportunities for both industries with in-game purchases; creatively it is compelling for artists, composers, and games developers to work more closely. And it’s not just new game releases. Reactional’s platform enables curation and personalisation of music in existing games franchises as part of a seasonal refresh,” Knox added.
While there isn’t an official launch date yet, the Reactional Music platform will be live later this year.
Isa Muhammad is a writer and video game journalist covering many aspects of entertainment media including the film industry. He's steadily writing his way to the sharp end of journalism and enjoys staying informed. If he's not reading, playing video games or catching up on his favourite TV series, then he's probably writing about them.
