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AI Music Firm Reactional Appoints Former Take-Two CEO As Chairman

Music platform looks to the games industry for leadership from Kelly Sumner to drive next-generation musical experiences

Music delivery platform Reactional Music has announced that former Take-Two Interactive CEO Kelly Sumner has joined its board of directors as chairman, while Jacob Deshayes, formerly of Spotify becomes chief content officer.

As one of the founders of Reactional Music, Sumner will collaborate with the Reactional Board to shape strategy, planning, and partnerships for the company. And in his new role as CCO, Deshayes will take charge of Reactional’s music platform. His responsibilities will include the management of partnerships, and technical and operational programs, as well as overseeing curation and strategy.

Commenting on the role of Chairman, Sumner said, “I love what Reactional is delivering for the gamer and the developer; personalising a game with the music you love is an absolute game changer. Not only does Reactional massively improve the gameplay experience, it also fundamentally changes the relationship between music and games, allowing music to be monetised with the world’s three billion gamers for the first time.”

Generative music in gaming 

As a rule-based music engine, Reactional enables generative composable music that allows songs to be brought into a game and the entire game’s visuals. The platform’s technology will allow gamers to pay in order to finalise their personas and gameplay with their favourite music as they would with skins and other in-game purchases. 

“Generative music is the most exciting new area of music, enabling creators and artists to do incredible new things. It is both creatively and commercially the place to be,” said Deshayes. “In joining Reactional Music I am thrilled to have the opportunity to apply my experience on three of my foremost passions – music, tech and video games – as we unlock groundbreaking tools for a new innovative form of music creation, as well as ways for the world of gamers to personalize their musical experience.” 

Reactional’s platform also provides a streamlined approach for game developers to create and prototype music with good efficiency.

Written By

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.

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