UK-born Reactional Music has signed what it says is a far-reaching agreement with UK-based house music company Defected Records “to bring dance music to games”.
Reactional has developed patented technology that allows real-time personalization of soundtracks and music during gameplay.
Under the new partnership, Defected has licensed the masters for a selection of tracks from its wider catalog for use on Reactional’s music delivery platform and personalization engine for games developers.
These include classics from Bob Sinclar, Dennis Ferrer, Kings of Tomorrow, MK and The Shapeshifters, as well as more recent hits from CamelPhat, Honey Dijon and John Summit.
The new partnership comes six months after Reactional closed a $2.05 million Pre-Series A funding round.
Founded in 1999 by Simon Dunmore, Defected Records also has several sister and sub-labels, including DFTD, D4 D4NCE, Glitterbox Recordings, Classic Music Company, Soulfuric and more.
The label joins Reactional’s other rightsholder partners including Hipgnosis Song Management and production music house APM Music.
Reactional’s platform is currently in Beta, with several pilot games projects in development and a global partnership agreement with Southeast Asia-based mobile game publisher Amanotes.
Reactional enables music as an in-game purchase, allowing gamers to pay to personalize their in-game music with their favourite tunes – in the same way they do with ‘skins’ and other purchases.
Reactional stresses that it “does not alter, mix or edit the music master” and that it also “tracks all music use across its platform, and enables new detailed data analytics and insight into music use by gamers.”
“As a rightsholder and a brand partner they bring not only an incredible catalog of music but Defected’s team also bring an appetite for the new and enabling new music consumption platforms that fit with where their audience is.”
David Knox, Reactional Music
David Knox, President of Reactional Music, said: “Right from the first conversation, the team at Defected have been incredibly excited by our vision of enabling the gamer to add to their gameplay experience by personalising their game soundtrack.
“As a rightsholder and a brand partner they bring not only an incredible catalog of music but Defected’s team also bring an appetite for the new and enabling new music consumption platforms that fit with where their audience is.”
“It has been an absolute pleasure to work with the Reactional team over the last 2+ years and to finally get to this point of rollout.”
Shamus Damani, Defected Records
Shamus Damani, Defected Records’ Director of Business Affairs, added: “It has been an absolute pleasure to work with the Reactional team over the last 2+ years and to finally get to this point of rollout.
“Reactional’s technology will provide us with a much welcomed opportunity to tap into new gaming-centred revenue streams for the benefit of our artists, writers and other stakeholders, and we are excited to see how this space develops over the coming months and years.”
Ex-Spotify exec Jacob Deshayes was recently named Chief Content Officer at Reactional Music.Music Business Worldwide
