Game My Fan, a direct-to-fan music distribution platform, has unveiled a first-of-its-kind partnership with Primary Wave Music.
The deal with the leading independent publisher of iconic and legendary music will see the release of music entirely customised as games.
The Game My Fan platform transforms classic albums and new music into artist-personalised games, creating an entirely new product category, revenue stream and fan engagement channel. The platform is fully scalable for global artists
The debut release, Can't Get Enough: A Tribute to Bad Company, commemorates the classic rock band's induction into the Rock & Roll Hall of Fame and features: Run with the Pack – Blackberry Smoke (feat. Paul Rodgers & Brann Dailor); Rock 'n' Roll Fantasy – The Struts; Rock Steady – Dirty Honey; Burnin' Sky – Black Stone Cherry; Seagull – Joe Elliott and Phil Collen of Def Leppard (feat. Paul Rodgers & Simon Kirke).
Kelly Sumner, Game My Fan CEO and former CEO of Guitar Hero publisher Red Octane and Grand Theft Auto publisher Take 2 Interactive, said: "Direct-to-fan engagement is now at the centre of an artist's relationship with their fans. Reactional's music personalisation technology and distribution platform means games can now be a direct-to-fan community platform tailored to each artist, allowing music fans to collect and play the albums they love in new and creative ways.
“Critically for artists in the streaming age, innovation in music delivery means new revenue, new data, and a new DLC [downloadable content] market controlled directly by the artist with their fan communities. There is no cost to the artist – they make money from unit sale number one. Once on a fan's device, they can update the game with any album, introduce playlists and tracks as DLC, and continuously innovate with their fan base.”
Game My Fan creates super-casual mobile games that sync with music in real-time. As each album plays, the game changes dynamically, with everything matching tune, time and tempo.
Music purchased through the games is 100% locked to the platform and cannot be played outside the game, protecting artist rights while delivering added value for artists and rights-holders.
Fans are rewarded for deeper music immersion – unlocking songs, joining artist Hall Of Fame communities, accessing exclusive merch, tickets, and content, and using their knowledge of each track to enhance their experience and score.
The platform uses Reactional Music's music personalisation technology and operates on a proven digital monetisation model. Customisation is completed within weeks of agreement, with revenue shared equally with artists.
Artists and rights-holders maintain full control over release dates, timing, marketing, and price points.
Natalia Nastaskin, chief content officer at Primary Wave Music, said: "As a global innovator in music, we know fans want a deeper, more exclusive direct relationship with artists. Our partnership with Game My Fan allows artists to work their catalogues in new ways, using new technology and existing distribution infrastructure to create a new music category direct to fans' devices.”
Nastaskin added: ”Album as a game is a creative and technically exciting music distribution platform, presenting opportunities for DLC, promotions, and new types of innovation for music fans. It also means a new revenue stream, higher margins, more control, and a unique direct-to-fan sales channel for all artists.”
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