MusicInfra, the rights collection platform founded by an ex-Hipgnosis executive and backed by Raine Group and Peter Thiel’s Snö Ventures, announced on Tuesday (Dec. 9) that interactive gaming music company Reactional Music has joined its growing list of clients.
Founded by classical composer Jesper Nordin, Reactional Music makes an interactive music engine that allows video game developers to create personalized, interactive soundtracks in their games from a library that now includes 6 million songs licensed from music publishers and record labels, including Ninja Tune and Primary Wave partner Game My Play. Using the technology, Reactional users can create playlists of songs or sounds, swap out tracks and download their music all without leaving the game.
Providing customizable, interactive soundtracks for the $200 billion global gaming industry presents a significant new revenue stream for music, if properly monetized. Recreational is partnering with MusicInfra’s rights management tools to ensure music used on its platform is accurately and speedily tracked and that rightsholders are compensated, representatives from both companies said in a statement.
“Reactional is opening up entirely new creative and commercial possibilities for music, but these can only be realized if the infrastructure works for everyone — platforms, rightsholders, and creators,” said Björn Lindvall, CEO and co-founder of MusicInfra. ”We’re building the essential plumbing that allows both new, and already existing, sectors of the music industry to flourish.”
Founded in 2023 by Lindvall, previously Hipgnosis Songs’ COO and a Morgan Stanley banker, MusicInfra is aiming to develop a global clearinghouse for music rights with technology that speeds up record-keeping between digital platforms and rightsholders to improve and increase royalty revenue collection.
Based in New York with staff in Europe and Latin America, MusicInfra is backed by MiddleGame Ventures, Raine, Peter Thiel’s venture fund Snö Ventures and UTA Ventures, and it counts Berlin-based music company BMG among its clients. In September, the company announced it hired longtime Spotify executive Jules Parker to be its chief business officer to work alongside ex-YouTube head of publishing partner engineering Greg Quillard and former Meta, Google and Gracenote executives.
Reactional Music CEO Matt Connors said in a statement that MusicInfra’s rights management platform will help Reactional bring popular music to “gaming’s billions of players — removing the friction, expense, and technical barriers that have kept two of the world’s largest entertainment industries apart for too long.”
