Ninja Tune has formed a strategic partnership with Reactional Music, the music personalisation platform that enables real-time interactive music integration in gaming, automotive and digital environments.
The partnership will see Ninja Tune’s labels and publishing division, Just Isn’t Music, license the rights to tracks from its catalogue for use via Reactional’s music personalisation engine and music delivery platform.
Ninja Tune’s catalogue includes artists such as Thundercat (Brainfeeder), Bicep, Bonobo, Nilüfer Yanya, Little Dragon, Hiatus Kaiyote (Brainfeeder), Run The Jewels, Odesza, Peggy Gou and more.
“This will allow Ninja Tune and its artists deeper and enhanced access to the 3.5 billion gamers and millions of games developers across the world, bridging the gap between the music and games industries, and unlocking new creative and commercial opportunities for music artists, game developers and gamers,” said a statement.
Reactional’s interactive music engine allows developers to integrate personalised music experiences inside their games, syncing user soundtracks seamlessly with gameplay. The music can be personalised in real-time by the gamer, with their favourite tracks, playlists and other sounds becoming part of the game, staying in key and in time with gameplay, and creating new types of immersive gaming experiences.
Ninja Tune and Reactional launched their partnership with the release of a new in-game demo featuring music from Coldcut, The Death Set and The Qemists.
Reactional’s technology allows for commercial music to be enabled as an in-game purchase at scale for the first time.
Changing consumption habits and an increase in personalisation in all digital worlds means that spending on in-game personalisation is predicted to grow to $100 billion by 2029.
Marie Clausen, managing director, North America, Ninja Tune, said: “Ninja Tune has always been at the forefront of exploring new ways to connect artists with audiences, and the gaming space presents an incredible opportunity to do just that. Reactional Music’s approach aligns with our commitment to innovation, extending the reach of our catalogue to game developers and billions of gamers worldwide. With gaming playing a major role in music discovery, we’re excited to see how this partnership unlocks new creative and commercial possibilities."
David Knox, president, Reactional Music, said: “In partnering with Ninja Tune we are bringing together some of the world’s leading innovators and creators in music with leading games developers, creators and technologists. The music fan wants new ways to experience their favourite music and to enjoy discovering new music. Bringing artists, creators and developers closer together is at the centre of our strategy to enable a new generation of music delivery and music consumption and a new way of bringing entertainment together with consumers on any device, anywhere.
“We are delighted to have the opportunity to work with Ninja Tune, its artists and catalogue.”
Ninja Tune joins Reactional’s network of 50-plus rights-holder partners, including Beggars Group, Defected Records, Cherry Red Records, Hopeless Records, Hipgnosis Song Management, APM and Naxos.
Its platform is now live on Unity and Unreal Engine and is used by developers and creators in Europe, the US, China and South-East Asia.
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