reactional music

The latest company trying to help games developers create soundtracks that adapt to what players are doing is Reactional Music. It’s still a little way off launching fully – Q1 2023 is the current target – but is working on pilots and partnerships.

One of those is the Avicii Experience Museum in Stockholm, where its tech is being used for a new ‘generative’ version of the late star’s ‘Hey Brother’ track.

Another is a deal with B2B firm Tuned Global that was announced this morning. Tuned will handle the back-end of Reactional Music’s platform, delivering rights-cleared music that has been licensed by the startup. Another of Tuned’s partners, AI-tagging startup Musiio, will also be involved.

This is part of a wider flurry of innovation around adaptive music and games, from individual partnerships between developers and musicians (as seen in console game No Man’s Sky for example) to startups like Infinite Album, which works with Twitch streamers rather than games developers.

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