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Business News Digital Labels & Publishers
Platform that connects music and games confirms new deal with APM
By Chris Cooke | Published on Thursday 6 July 2023
Reactional Music – which describes its mission as “connecting music and games creatively and commercially” – has announced a deal with APM Music, the production music library co-owned by the Sony and Universal music publishing companies.
In its official blurb, Reactional says it provides “a rules-based music engine and delivery platform that connects the music and games industries commercially and creatively, allowing any music to be brought into a game, and the entire game’s visuals, music and sound to react live to that music”. So now you know. That platform is currently operating a beta pilot, and in terms of music deals the company previously announced an alliance with Hipgnosis.
As for the APM Music tie up, it says “with production music a key component in sound and music design in game development, the APM partnership will allow developers to search for and access fully licensed, high-quality production music through the Reactional platform as they build their games. It also opens up a more efficient method to create and prototype gaming soundtracks, increasing music choice and ease of use for everyone”.
Confirming the new deal, Reactional Music President David Knox states: “The addition of leading production music libraries is an essential step in the development of the Reactional platform”.
“Working with leading rights holders like APM Music”, he goes on, “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. APM has an incredible reputation and a depth of experience stemming from having worked with many of the world’s game companies”.
Meanwhile APM Music CEO Adam Taylor adds: “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”.
