MusicInfra and Reactional Music Partner to Unlock Gaming’s $200 Billion Soundtrack Potential
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A new partnership between MusicInfra, a rights collection platform, and Reactional Music, an interactive gaming music company, aims to streamline music licensing and royalty payments within the rapidly expanding $200 billion global gaming industry. The collaboration, announced on December 9, seeks to bridge the gap between music creators and game developers, unlocking a significant new revenue stream for the music industry.
Revolutionizing Game Soundtracks with Interactive Music
Reactional Music, founded by classical composer Jesper Nordin, has developed an innovative music engine that allows video game developers to create dynamic and personalized soundtracks. The technology grants players the ability to customize their in-game audio experience, creating playlists, swapping tracks, and even downloading music—all without leaving the game. Currently, the platform boasts a library of 6 million songs licensed from prominent music publishers and record labels, including Ninja Tune and Primary Wave partner Game My Play.
Addressing the Challenges of Music Rights in Gaming
The potential for customizable soundtracks in gaming is substantial, but realizing that potential requires a robust and efficient rights management system. Currently, tracking music usage and ensuring accurate royalty distribution presents significant hurdles. “Reactional is opening up entirely new creative and commercial possibilities for music, but these can only be realized if the infrastructure works for everyone — platforms, rightsholders, and creators,” stated Björn Lindvall, CEO and co-founder of MusicInfra.
To address these challenges, Reactional Music is integrating MusicInfra’s rights management tools. This partnership will ensure that music used on the platform is accurately tracked and that rightsholders receive timely and appropriate compensation.
MusicInfra: Building the Infrastructure for a New Era
Founded in 2023 by Björn Lindvall, a former COO of Hipgnosis Songs and a veteran of Morgan Stanley, MusicInfra is positioning itself as a global clearinghouse for music rights. The company’s core mission is to accelerate record-keeping between digital platforms and rightsholders, ultimately improving and increasing royalty revenue collection.
Based in New York, with teams in Europe and Latin America, MusicInfra has attracted significant investment from MiddleGame Ventures, Raine, Peter Thiel’s Snö Ventures, and UTA Ventures. The company also counts Berlin-based music company BMG among its clients. In September, MusicInfra bolstered its leadership team with the addition of Jules Parker, a longtime Spotify executive, as its chief business officer, alongside Greg Quillard, formerly of YouTube, and executives from Meta, Google, and Gracenote.
Removing Barriers to Entry
Reactional Music CEO Matt Connors emphasized the transformative potential of the partnership, stating that MusicInfra’s platform will help bring popular music to “gaming’s billions of players — removing the friction, expense, and technical barriers that have kept two of the world’s largest entertainment industries apart for too long.” This collaboration represents a crucial step toward a more integrated and mutually beneficial relationship between the music and gaming industries, paving the way for a future where dynamic, personalized soundtracks become the norm.
