Streamlining Licensed Music for Games: Styngr's Mission

The process of integrating licensed music into video games is notoriously complicated. However, California-based Styngr aims to simplify this process for developers and publishers by handling negotiations with music companies. To achieve this, Styngr has appointed Stephen Cooper, former CEO of Warner Music Group, as its chairman. Cooper's tenure at Warner saw the company's revenues more than double, largely due to embracing streaming. He believes the music industry has historically been hesitant to adapt to new technology, but sees an opportunity for growth in the gaming sector. Styngr co-founder Alex Tarrand explains that the current 'sync' licensing model is time-consuming and expensive due to the multiple entities involved in owning a song. Cooper agrees, noting that the process is convoluted and any party involved can block the entire process. Styngr's solution is to negotiate blanket deals with major and indie labels, distributing millions of music tracks and handling the complex negotiations. The company has built technology that connects the music and game industries, allowing for various options such as in-game radio stations, user-picked tracks, and curated selections. The music streams are eligible for the Billboard charts, and the data collected can provide insights into user preferences. Styngr's services are being used in UGC ecosystems such as Roblox and Minecraft, with various payment models including revenue sharing and user-paid music for emotes. The company believes its approach can be transformative for both the music and gaming industries, enabling them to 'meet each other and exchange a series of benefits'.