Personalized gaming music platform Reactional Music has announced an agreement with APM Music. Here’s the latest.
The newly inked deal with APM Music marks Reactional Music’s first foray into production music. APM Music will join Hipgnosis Song Management in making its catalog available through Reactional’s platform. Jointly owned by Sony Music Publishing and Universal Music Publishing Group, APM is the largest aggregator of production music in North America, featuring a catalog of 1.3 million tracks sourced from 120 libraries.
APM Music placements in projects from major game publishers include Activision, Electronic Arts, Sony Interactive Entertainment, and Square Enix. Other recent production credits include the HBO series ‘The Last of Us‘ and the films ‘Bullet Train’ and ‘Top Gun: Maverick.’
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.
Reactional Music is pioneering the convergence of games and music, allowing any music to be brought into a game and the entire game’s visuals, music, and sound to react live to that music. Something that has not been possible before now.
“The addition of leading production music libraries is an essential step in the development of the Reactional platform,” adds David Knox, President of Reactional Music. “Working with leading rights holders like APM Music enables us to more effectively support our game development partners, providing search, prototyping, and trialing 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.”
Reactional says its technology will allow gamers to personalize their online personas and gameplay with their favorite music in the same way that skins work. Personalized music promises to offer a new revenue stream for artists, music rights holders, and game developers. In 2021, in-game purchases accounted for 74% of all games revenues, amounting to $129 billion. Meanwhile, a report from Deloitte suggests 49% of gamers say they discover new music through their gaming hobby.