Naxos Partners with Video Game Platform

The partnership with music technology platform Reactional Music will enable the development of interactive soundtracks in games 

The classical and regional music rights holder Naxos, has entered a global licensing partnership with Reactional Music — an interactive music personalization and delivery platform, whose game developers and gamers will now benefit from Naxos’ extensive catalog. 

Naxos and Reactional further confirmed that they are exploring collaboration on the composition of interactive soundtracks. 

Reactional Platform functions as a tool for game creators to produce interactive music soundtracks in games that can be personalized within a game in real-time by the player and does not affect the master recording. 

Its partnership with Naxos will diversify the music delivery portfolio for game developers worldwide, and Naxos will have greater access to game developers and the global games market (worth $223.1 billion in 2023). 

Within that market, in-game purchases totaled $125.7 billion, of which $72.5 billion was in cosmetic content and in-game personalization. So far, music has accounted for less than 0.01% of the total cut. Despite this, and due to evolving consumer habits, in-game personalization is forecasted to grow to $100 billion by 2029.

In the last three years, Reactional Music has also partnered with over 50 music rights holders worldwide, including Beggars Group, Defected Records, Cherry Red Records, Hopeless Records, Hipgnosis Song Management, plus production music groups including APM Music, Soundstripe, and Alibi. 

“With 14,000 games released on PC, 8,000 on console and thousands more on mobile each year, the diversity of games development across five continents is huge,” said Reactional Music’s President David Knox in the press release. “The partnership with Naxos is important as it brings music scores from every region of the world together along with an incredible catalog of classical music. Naxos has a vision and understanding of the transformations that are taking place and the new opportunities that now exist for creative and commercial use and consumption of music.” 

“Our partnership with Reactional Music is incredibly exciting,” commented Håkan Lagerqvist, CEO of Naxos Digital Services. “Reach and access into interactive and game developers and their customers and gamers is an important step for Naxos.

“Game developers are everywhere,” Lagerqvist continued. “They should be able to more easily access music scores and tracks that are creatively and culturally diverse so they can create and explore without limitation. For gamers, Naxos brings a pallet of ideas and choices that can work in so many different worlds and interactive experiences.

“Naxos will also explore how our composers’ work and our music catalogs can be enabled as full interactive game soundtracks,” he added. “These are generated in real time note by note around the gameplay. This is potentially incredibly exciting. It is also a step towards enabling music to be used under license by creators, developers and enablers in all areas of interaction.”