Universal Music Group has revealed the first major licensing agreement with gaming-focused music service Tyger.
Tyger, an adaptive music platform built for gaming, can now connect with artists and songwriters from UMG’s global roster.
Under the agreement, select licensed recordings from UMG’s global recorded music and publishing catalogues will soon be available through Tyger’s paid, on-demand subscription service, for personal immersive listening experiences during active gameplay. Additionally, some UMG recordings will also be available on Tyger’s free, ad-supported streaming service.
Unlike traditional music services, Tyger is built specifically for interactive entertainment. Through a single subscription, players can experience licensed tracks adapting in real-time to live gameplay, which is enabled through Tyger’s patented technology.
“Because Tyger allows users to play music alongside existing games in this way, it creates a direct route for artists, songwriters and rights-holders to reach gaming audiences, while giving players greater control over the music accompanying their gameplay,” said a statement.
Tyger has a library of more than 400,000 songs, primarily from independent artists.
The platform is currently available in closed beta across more than 20 gaming titles whose combined monthly audiences exceed 540 million players
We believe that music has a more integral role to play in gaming
Michael Nash
Following the addition of UMG content, Tyger plans to relaunch later this year with an updated ad-supported tier and subscription offering.
According to the announcement, the platform aims to “pioneer a new category for licensed music in gaming, bringing artists, labels, developers, fans and players together through a platform designed specifically for dynamic interactive entertainment experiences”.
Nick Venti, CEO and co-founder of Tyger, said: “Gaming is where the next generation spends its time, discovers culture and connects with friends, but music has never had a native way to reach those audiences. This agreement with Universal Music Group is an important milestone for Tyger and validates our vision for the future of music in and around interactive and digital experiences. Together, we're creating new opportunities for players, developers, artists, songwriters and rights-holders alike."
Michael Nash, chief digital officer & EVP at UMG, said: “At UMG, we have a well-established track record of exploring and developing new creative and commercial opportunities that enable our artists, songwriters and labels to better connect with music fans. We believe that music has a more integral role to play in gaming and through this innovative new licensing agreement with Tyger, our artists and their music will now be able to soundtrack personalised gameplay experiences and connect with millions of gamers and fans around the world.”
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