A New Business Venture Between Two Powerful Companies
Primary Wave Music, an independent music publisher, has teamed together with D2C Platform Game My Fan to release artists’ albums as mobile games.
Game My Fan CEO Kelly Sumner has described the deal as a “first-of-its-kind partnership” with Primary Wave releasing “artist-personalized classic albums and new music entirely customized as games.” Sumner is the former CEO of Guitar Hero, Red Octane publisher, and Grand Theft Auto publisher Take 2 Interactive.
Game My Fan creates mobile games connect and sync with music playback, with gameplay adjusting to rhythm and tempo. Any music purchased through the games are locked to the platform and cannot be played anywhere else.
Sumner said, “Direct-to-fan engagement is now at the center of an artist’s relationship with their fans. Reactional’s music personalization 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.”
Sumner adds, “Critically for artists in the streaming age, innovation in music delivery means new revenue, new data, and a new DLC 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.”
Chief Content Officer of Primary Wave Music, Natalia Nastaskin, says, “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.”
Photo Credits: gamemyfan.com
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