Photo Credit: Tyger
UMG becomes the first major to ink a music licensing agreement with adaptive gaming-focused music platform Tyger.
Adaptive gaming-focused music platform Tyger and Universal Music Group (UMG) have announced the first major music licensing agreement to connect artists and songwriters from UMG’s global roster to Tyger’s music service.
Under the agreement, select licensed recordings from UMG’s global recorded music and publishing catalogs will soon be available through Tyger’s paid, on-demand subscription service for personal immersive listening experiences during gameplay. 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 subscription model, players can enjoy their favorite music alongside supported games, with licensed tracks adapting in real-time to live gameplay, 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 that accompanies their gameplay.
“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,” said Nick Venti, CEO and co-founder of Tyger.
“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 be able to soundtrack personalized gameplay experiences and connect with millions of gamers and fans around the world,” added Michael Nash, Chief Digital Officer & EVP at UMG.
The deal marks the latest milestone in Tyger’s growth. The platform is currently live with a library of more than 400,000 songs, primarily from independent artists. Following the addition of UMG content, Tyger plans to relaunch later this year with an updated ad-supported tier and subscription offering as it continues to carve out a new category for licensed music in gaming that aims to bring artists, labels, developers, fans, and players together through a platform designed for dynamic interactive entertainment experiences.
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