Music engine and delivery platform Reactional Music has partnered with APM Music in its first move into production music. APM has also joined the likes of commercial music rights company Hipgnosis Song Management in making its catalogue available through Reactional’s platform.
Jointly owned by Sony Music Publishing and Universal Music Publishing Group, APM serves as the premier aggregator of production music in North America. Boasting an extensive catalogue of 1.3 million tracks sourced from 120 libraries, APM offers a selection of music for various production needs.
David Knox, president of Reactional Music said, “Working with leading rights holders like APM Music enables us to more effectively support our game development partners, providing search, prototyping and trialling of hundreds of thousands of music scores, tracks and effects.”
Continual project placements with major game publishers like Activision, Electronic Arts, Sony Interactive Entertainment, and Square Enix are a testament to the success of APM’s music. Notably, recent production credits include HBO’s The Last of Us, as well as Bullet Train and Top Gun: Maverick.
Unleashing creative potential
The APM partnership will allow developers to search for and access fully licensed, production music while building their games. This streamlines the process of creating and prototyping gaming soundtracks as well as enhancing music options and usability for all users.
Adam Taylor, president and CEO of APM Music said, “We are thrilled to have Reactional put APM’s unmatched music catalogue at the fingertips of a very broad gaming audience, further cementing our position in this vertical. And we are looking forward to seeing game developers of all sizes leverage the power of APM’s platform to take their games to the next level.”
Reactional’s technology will soon allow gamers to enhance their personas and gameplay by purchasing personalised music options, similar to how they currently acquire ‘skins’ and other in-game items. This has the potential to create a new revenue stream for artists, music rights holders, and game developers.
In 2021, in-game purchases accounted for 74% of total gaming revenues, reaching around $129 billion*. According to a recent Deloitte report, 49% of gamers often discover new music through gaming.
Reactional Music also recently closed a new funding round led by mobile music games publisher Amanotes and Butterfly Ventures, a deep tech, impact-focused and early-stage VCs in the Nordics. The Reactional Music platform will be live for commercial use 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.
