Music-for-gaming company Reactional Music is joining forces with rights management firm MusicInfra (Music Infrastructure Company) to make music licensing for video games easier and more efficient.
InfraMusic’s rights management infrastructure will be connected with Reactional’s music delivery platform, creating a one-stop shop for developers who want to license music for their games, the two companies announced on Tuesday (December 9).
Reactional is the company behind the Reactional Music Engine, a patented technology that allows gamers to personalize music in their gameplay. It also enables game developers to include “adaptive music experiences,” where in-game music reacts in real time to game play.
MusicInfra has been building what it describes as a “global clearinghouse” for music rights. The platform aims to help digital streaming services, rightsholders and collecting societies navigate licensing agreements.
“Music’s use has exploded across platforms and devices, which means that traditional frameworks and the supporting infrastructure must evolve,” the companies said in a statement, adding the partnership “reflects a broader shift in how music, technology platforms, and gaming industries can work together.”
“Reactional chose MusicInfra because innovation recognizes innovation,” said Matt Connors, CEO of Reactional Music.
“Its forward-thinking rights management platform supports our breakthrough licensing model in bringing 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.”
“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.”
Björn Lindvall, MusicInfra
MusicInfra CEO and co-founder Björn Lindvall said the partnership “exemplifies why MusicInfra exists. 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.”
He added that Music Infra is “building the essential plumbing that allows both new, and already existing, sectors of the music industry to flourish.”
Founded by classical composer Jesper Nordin, UK-born Reactional Music has built a library of 6 million licensed tracks from over 50 music labels, including indies like Ninja Tune, Beggars Group, Hopeless Records, Cherry Red Records, and classical music company Naxos.
It has partnered with music publisher Primary Wave and D2C platform Game My Fan to release artists’ albums as mobile games, and is currently working on 11 gaming titles from Tier 1 publishers.
Co-founded in 2023 by former Hipgnosis Songs COO Björn Lindvall, MusicInfra has backing from investors including MiddleGame Ventures, The Raine Group, UTA Ventures, and Peter Thiel’s Snö Ventures. The company recently appointed Jules Parker, former Global Head of Songwriter and Publisher Partnerships at Spotify, as its Chief Business Officer. The company also boasts talent from YouTube, Meta, and Gracenote.Music Business Worldwide
