Luke Ritchie
General Manager @Reactional Music
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WORK HISTORY
General Manager @Reactional Music
London, GB
General Manager at Reactional Music, a deep-tech music startup enabling commercial music in games with cutting-edge interactivity — with performance-based licensing and zero upfront fees, backed by 50+ major and indie labels.Working directly with the CEO, I lead across the full business: product strategy and development, commercial growth, new sales opportunities, and strategic partnerships with game publishers globally.Recent publisher campaigns have delivered a 35% reduction in CPI and 76% uplift in installs.
EDUCATION
University of York
Bachelor of Arts - BA, English Literature
University of York
MSc, Information Processing
ABOUT LUKE RITCHIE
I\'m General Manager at Reactional Music, leading product development, commercial growth, and strategic partnerships across the business. Working directly with the CEO, I\'m responsible for identifying and converting new opportunities with game publishers globally, as well as driving the strategic collaborations that support Reactional\'s growth.Reactional unlocks commercial music in games with a performance-based licensing model and zero upfront fees for developers. Recent publisher campaigns have delivered a 35% reduction in CPI and 76% uplift in installs. Reactional\'s technology integrates commercial music deeply into the gameplay combined with a cutting-edge procedural music system that can add layers of interactive music, note-by-note in real time. Before Reactional, I spent a decade in music and technology leadership — as Digital Director and Head of Innovation & Partnerships at the Philharmonia Orchestra, and as a Creative Technology Advisor to the San Francisco Symphony. I\'ve led partnerships with Epic Games, RSC, Magic Leap, Google, Intel and Sony, and directed three VR films.
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