Reactional Music and MusicInfra partner to build next-generation music rights management solution for games and emerging platforms 

Partnership enables new revenue streams, accurate compensation for creators, and the streamlining of music licensing for all game developers

Reactional Music, the leading music personalisation platform for gaming, and The Music Infrastructure Company (MusicInfra), which offers modern, modular rights management, today announced a new partnership to make music licensing easier and more efficient for all developers and creators. MusicInfra will connect its rights management infrastructure with Reactional’s music delivery platform, ensuring accurate, efficient, and transparent tracking of music use at scale.

The partnership reflects a broader shift in how music, technology platforms, and gaming industries can work together. Music’s use has exploded across platforms and devices, which means that traditional frameworks and the supporting infrastructure must evolve. MusicInfra is supporting Reactional Music to allow the creation of adaptive music experiences, where tracks respond in real time to gameplay, unlocking new creative formats, revenue streams, and promotional opportunities for music rightsholders.

“Reactional chose MusicInfra because innovation recognizes innovation. Its forward-thinking rights management platform supports our breakthrough licensing model in bringing 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.” said Matt Connors, CEO of Reactional Music.

“This partnership exemplifies why MusicInfra exists,” said Björn Lindvall, CEO and co-founder of MusicInfra. “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. We’re building the essential plumbing that allows both new, and already existing, sectors of the music industry to flourish.”

MusicInfra’s modular rights management platform provides detailed analytics and streamlined payment processing, giving rightsholders augmented visibility into how their music performs. This transparency supports Reactional’s broader mission: to make licensing for games simple, scalable and accessible to both AAA and indie studios alike, The partnership brings together complementary expertise. Reactional is led by a team with backgrounds in games and music at Apple, Take 2, EA, Sony Music and Activision, while MusicInfra’s team is drawn from YouTube, Spotify, Hipgnosis, Meta and Gracenote, all focused on solving music’s most persistent infrastructure challenges at global scale.

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