{"id":49500,"date":"2022-05-19T11:24:24","date_gmt":"2022-05-19T11:24:24","guid":{"rendered":"https:\/\/www.musicbusinessworldwide.com\/?p=130935"},"modified":"2022-05-19T11:24:24","modified_gmt":"2022-05-19T11:24:24","slug":"tuned-global-teams-with-personalized-music-for-gaming-firm-reactional-music-in-push-to-help-gaming-sector-integrate-music-into-gameplay","status":"publish","type":"post","link":"https:\/\/businessnewsbox.com\/?p=49500","title":{"rendered":"Tuned Global teams with personalized music-for-gaming firm Reactional Music, in push to help gaming sector integrate music into gameplay"},"content":{"rendered":"

The $180 billion gaming sector is forecast to be worth over $200 billion<\/a> by 2023, and its rise has presented a number of revenue generating opportunities for the music business.<\/strong><\/p>\n

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Over the past few years, gaming platforms like Roblox and Epic Games [58 articles]” href=”https:\/\/www.musicbusinessworldwide.com\/companies\/epic-games\/”>Epic Games<\/a>-owned Fortnite have partnered with artists and labels to host various high-profile, in-game virtual performances.<\/span><\/p>\n

Meanwhile, music licensed for game soundtracks continues to be a major draw for emerging and superstar artists alike, as seen with games like Electronic Arts\u2019<\/span> Madden NFL series,<\/span><\/a> and<\/span> Fifa<\/span><\/a>.<\/span><\/p>\n

Amidst the ongoing convergence of the music and games businesses, last year, a company called Reactional Music unveiled patented technology that allows real-time personalization of soundtracks and music during gameplay, and claimed to want to completely \u201cre-write [the] rules for music and video games\u201d.<\/span><\/p>\n

Today (May 18), we learn that B2B music streaming technology specialist Tuned Global [20 articles]” href=”https:\/\/www.musicbusinessworldwide.com\/companies\/tuned-global\/”>Tuned Global<\/a> has struck a deal with Reactional Music to act as the music backend provider for the Reactional Music Box \u2013 the company\u2019s global music delivery platform for games development and consumer markets.<\/span><\/p>\n

What this means in practice, is that Tuned Global will now power the delivery of a rights-cleared music catalog from rightsholders, record labels and artists to Reactional Music\u2019s platform.<\/span><\/p>\n

Additionally, through its recent<\/span> integration with AI music firm Musiio<\/span><\/a> (which was recently<\/span> acquired<\/span><\/a> by SoundCloud [373 articles]” href=”https:\/\/www.musicbusinessworldwide.com\/companies\/soundcloud\/”>SoundCloud<\/a>), Tuned Global will also provide AI technology to Reactional Music to deliver, what it says, is the \u201csupercharged tagging of all music\u201d to Reactional Music.<\/span><\/p>\n

\u201cThe team at Tuned Global realised early on that Reactional Music is doing something very new for gaming and were prepared to work with us on delivering a completely new type of music delivery platform for game developers,\u201d said Reactional Music President, David Knox.<\/span><\/p>\n

\u201cThe Tuned Global tech stack meets our needs well and is also already integrated with some of the content, publishing and music partners we will be working with.\u201d<\/span><\/p>\n

Added Knox: \u201cTuned Global\u2019s integration with Musiio\u2019s AI was also important to us as Musiio can enable a sophisticated near real-time curation service that supports the level of sophistication that is demanded from games developers and the world\u2019s gamers.\u201d<\/span><\/p>\n

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\u201cThe team at Tuned Global realised early on that Reactional Music is doing something very new for gaming and were prepared to work with us on delivering a completely new type of music delivery platform for game developers.\u201d<\/p>\n

David Knox, Reactional Music<\/b><\/span><\/p>\n<\/blockquote>\n

Tuned Global, a prominent player in the B2B music space, has powered streaming platforms in various markets around the world, including Asia, Africa, Latin America, the Pacific, the Caribbean, North America, the UK and Europe.<\/span><\/p>\n

The company is already active at the intersection of the music and fitness businesses, as well as the music creation sector, working with the likes of fitness firm<\/span> Psycle London<\/span><\/a> and with Swedish DJ mobile app,<\/span> Pacemaker<\/span><\/a>, respectively. Tuned Global has also partnered with various<\/span> telco firms<\/span><\/a>.<\/span><\/p>\n

Tuned Global\u2019s deal with Reactional Music comes at a transformative time for the company. <\/span><\/p>\n

Just last month, Tuned Global Managing Director Con Raso<\/span> told MBW<\/span><\/a> about how his company is setting its sights on expansion in the Web3 sector, including gaming, and detailed how the firm can assist rightsholders looking to make their own moves in this space.<\/span><\/p>\n

Tuned Global\u2019s deal with Reactional Music could be an early sign of big things to come. In a media statement announcing the deal, the company makes the bold claim that Reactional Music\u2019s patented Engine, coupled with<\/span> Tuned Global\u2019s Music APIs<\/span><\/a> and Musiio\u2019s music AI, \u201cwill power <\/span>a new era in music personalisation<\/span><\/i> for gamers and a new era for music search, curation and acquisition for games developers\u201d.<\/span><\/p>\n

Speaking to MBW last month, Con Raso provided a deeper insight into the notion of music personalisation within the metaverse: \u201cWe all expect the Metaverse to be both immersive, but also tailored to our personal tastes,\u201d he explained. \u201cJust as our Avatar and its outfit is unique, so should be its music.\u201d<\/span><\/p>\n

He added: \u201cThis is where we believe Tuned Global\u2019s technology and AI focus can really differentiate the various Metaverse experiences.<\/span><\/p>\n

\u201cThink for example, how an Avatar may develop its own music tastes through AI that\u2019s different to its owner which may create inherent value for the composable NFT that represents it. You now have an Avatar with its own personalised take on music.\u201d<\/span><\/p>\n

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\u201cMusic in game is a hot topic and we are glad to be able to assist the music and gaming industries in working together.\u201d<\/p>\n

Con Raso, Tuned Global<\/b><\/span><\/p>\n<\/blockquote>\n

Tuned Global tells MBW that it can work with games developers to provide music content delivery services as well as create and manage playlists. It can also provide what it calls a \u2018User Context Suggestion Engine\u2019, as well as AI-powered music suggestions, live events support, plus explicit content filtering.<\/span><\/p>\n

Tuned Global says that it can even deliver a full on-demand, and in-game, streaming service, which it says would be comparable with other premium music streaming services like Spotify [2,801 articles]” href=”https:\/\/www.musicbusinessworldwide.com\/companies\/spotify\/”>Spotify<\/a> and Apple Music [992 articles]” href=”https:\/\/www.musicbusinessworldwide.com\/companies\/apple\/apple-music\/”>Apple Music<\/a>.<\/span><\/p>\n

Users can search artists, songs, playlists and curate their own playlists using that service, either within the game, or ??via a stand-alone app that can sync up with the gaming platform.<\/span><\/p>\n

The company says that it can also deliver pre-curated thematic and genre-based in-game radio stations, as well as themed playlists that can be listened to within gameplay.<\/span><\/p>\n

One of Tuned Global\u2019s clients in the gaming world is fantasy record label game<\/span> FanLabel<\/span><\/a>.<\/span><\/p>\n

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Reactional Music, whose President David Knox spent 26 years in senior global management positions at EA, says that it enables any commercial or production music to become interactive around the gamer within a game.<\/span><\/p>\n

The company adds that this changes the way gamers experience and interact with music in games and virtual worlds, including the metaverse.<\/span><\/p>\n

Reactional Music, a subsidiary of Sweden-based music-tech firm Gestrument, claims further to be opening up a \u201cnew commercial era\u201d for music rightsholders and games businesses to work together, by offering music as an in-game purchase option for gamers.<\/span><\/p>\n

The firm\u2019s technology is already in use at the <\/span>Avicii Experience<\/span><\/a> museum in Stockholm, powering a new generative music version of the track, <\/span>Hey Brother.<\/span><\/i><\/p>\n

Reactional Music\u2019s platform, equipped with Tuned Global\u2019s music technology, will be live in Q1 2023, and will initially deliver music and sound for games developers. <\/span><\/p>\n

Reactional Music says that a B2C roll out for all gamers will follow shortly thereafter.<\/span><\/p>\n

Con Raso, Tuned Global Managing Director, added: \u201cMusic in game is a hot topic and we are glad to be able to assist the music and gaming industries in working together.<\/span><\/p>\n

\u201cReactional Music\u2019s mission and technology are so unique, they are really solving a market pain point by bringing a level of personalisation and engagement to games via music.<\/span><\/p>\n

\u201cTuned Global is really excited to add its layer of music streaming technology to Reactional Music\u2019s patented Engine to rewrite the rules for music and video games together.\u201d<\/span><\/p>\n

 Music Business Worldwide<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

The $180 billion gaming sector is forecast to be worth over $200 billion by 2023, and its rise has presented a number of revenue generating opportunities for the music business. Over the past few years, gaming platforms like Roblox and Tuned Global [20 articles]” href=”https:\/\/www.musicbusinessworldwide.com\/companies\/tuned-global\/”>Tuned Global has struck a deal with Reactional Music to act […]<\/p>\n","protected":false},"author":1,"featured_media":49501,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[119],"tags":[],"class_list":["post-49500","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-music-business-worldwide"],"_links":{"self":[{"href":"https:\/\/businessnewsbox.com\/index.php?rest_route=\/wp\/v2\/posts\/49500","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/businessnewsbox.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/businessnewsbox.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/businessnewsbox.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/businessnewsbox.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=49500"}],"version-history":[{"count":0,"href":"https:\/\/businessnewsbox.com\/index.php?rest_route=\/wp\/v2\/posts\/49500\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/businessnewsbox.com\/index.php?rest_route=\/wp\/v2\/media\/49501"}],"wp:attachment":[{"href":"https:\/\/businessnewsbox.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=49500"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/businessnewsbox.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=49500"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/businessnewsbox.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=49500"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}