Reactional Music needs avid gamers to make in-game music purchases, utilizing its patented music integration engine
MBW has been following the interface between music and gaming closely for several years.
The convergence of these two companies opens up all sorts of new opportunities for artists and rights holders, from music licensed for use in games to virtual in-game performances like Roblox and Fortnite.
Today, Reactional Music, whose CEO David Knox held senior global management positions at video game giant Electronic Arts for 26 years, claims to “completely rewrite the rules of music and video games” with in-game music purchases.
The company, a subsidiary of Swedish music technology company Gestrecken, has unveiled a new patented technology called Reactional Music Engine, which allegedly allows music to be “generated in-game and fully responsive to the player and gameplay, or vice versa”. vice versa”.
In practice, Reactional explains, this means that it can accommodate any music library, integrate it into the engine, and allow game developers to set their parameters for how the music should react to gameplay.
It also means that users can customize their gaming experience to match their favorite songs or artists.
Reactional says its new technology, developed in Sweden by musicians and technologists under the direction of composer and Gestulum founder Jesper Nordin, “gives the music industry a real opportunity to commercialize their catalogs for personalizing games” by making music as in-game offers purchase option for gamers.
Reactional also says that their service will allow any artist or rights holder to share their music and compositions with game developers and players.
The company has confirmed that it has been working with game development teams on pilot projects for 12 months, has already secured a number of music catalogs from artists and music rights holders, and is actively engaged in discussions with other music rights holders, artists, composers and game developers.
Reactional says that all music and sound files on the Reactional platform will be rights cleared worldwide and that all music usage will be tracked across the platform, allowing “100% accurate” reporting to all rights holders and stakeholders.
The company is working with the rights holders to create what is known as a “reactional track,” which is an interactive file or version of a piece of music. The master is not edited, mixed or changed.
Reactional’s Music Box then enables the provision of reactional tracks, which are full-length pieces of music, musimotes (5-20 seconds song or sound clips) or flares (1-3 seconds soundbursts and idents) in games.
The engine generates music note for note in real time based on a series of music rules and music-specific values.
The Reactional Music platform will go live in the second quarter of 2022.
“We believe that the personalization of music and sounds in video games is becoming the new normal, while also providing a new source of revenue for virtual audio products.”
David Knox, reaction music
“We believe the personalization of music and sounds in video games will become the new normal while providing a new revenue stream for virtual audio products,” said David Knox, CEO of Reactional Music.
“Personalizing the music and sound during a game is an exceptionally compelling opportunity for anyone involved with games and music. Our engine ensures that music becomes a truly immersive part of the gaming experience for the first time. By cracking the ability to make music interactive in real time, Reactional offers significant creative and commercial opportunities for everyone in games and music. “
Knox added, “As part of the process of artists and rightsholders delivering in major franchises like FIFA, The Sims and Need for Speed, I understand the power of music and soundtrack as part of the gaming experience.
“Our platform delivers the first truly cinematic soundtracks for video games and creates real-time sound in response to gameplay. At the same time, technology gives us the opportunity to bring all kinds of music, sound and sound effects into games that offer choice and personalization.
“For the player it is a quantum leap in selection; For developers, it is an opportunity to freshen up, personalize, reinvent their games and bring some amazing commercial and creative connections into their games, with major artists working closely with developers on their favorite game franchises. “Music business worldwide