Video games and music are increasingly intertwined as independent artists capitalize on the growth of the video game industry. This collaboration enhances players’ emotional connections to both the music and the game it’s in, fostering universal experiences that cross geographic and genre boundaries. As the music industry becomes increasingly competitive and challenging to penetrate, video game music emerges as a vital platform for indie artists.
The New Soundtrack of Gaming
The video game industry originated in the 1970s and 1980s with arcade games and basic consoles, but it has since transformed into the fastest-growing sector of entertainment, outpacing film and music. The gaming industry is currently valued at nearly $455 billion, and experts predict it will surpass $521 billion by 2027. Its success and global impact offer indie artists a previously unattainable level of exposure.
As the industry has grown, games have evolved into cultural and emotional artifacts, and video game music has gone from a background feature to an essential storytelling element. It helps users immerse themselves in stories and evokes nostalgia in players, just as their favorite albums or film scores do.
When a song plays repeatedly during gameplay, it creates a type of emotional branding. Players instinctively associate melodies with moments of victory or tranquility, transforming game tracks into personal anthems.
This natural recognition often carries over to streaming services, where fans seek out the songs that accompanied their favorite journeys. For many artists, a single sync deal in a popular game can spark worldwide recognition, eliminating the need for major label support or viral social media marketing.
Simultaneously, the wider independent artist market is continually evolving. In 2024, streaming accounted for 42.36% of total music revenue. However, its growth fell to 6.2% as saturation began to take hold. Merchandise and physical releases are experiencing the fastest growth, with an 8.79% compound annual growth rate, indicating that fans are willing to spend more on tangible products and collectible editions. This shift diversifies the market for independent artists, reducing reliance on low payouts per stream.
As video game music becomes more sought-after, sync licensing in particular has emerged as a reliable income source for indie artists and gaming companies who seek original, authentic sounds. Independent artists who combine these deals with merchandise, memberships and virtual performances can establish sustainable careers.
New Tools, New Opportunities
The rise of accessible technology has revitalized the gaming ecosystem. In 2024, Unity powered 48% of Steam releases, underscoring how user-friendly, royalty-free game engines have shortened production times for small teams. Meanwhile, Unreal Engine improves visual quality for indie developers, and open-source options like Godot offer creative flexibility without licensing costs.
AI-assisted editing tools are also accelerating iteration cycles and enhancing narrative design, art and coding accessibility for creators who lack technical skills, thereby fostering diversity in the indie game and music industries. For artists, this transformation creates a powerful synergy.
Musicians can now collaborate directly with developers to define a game’s sound, self-publish and connect with fans worldwide, bypassing traditional music industry gatekeepers. Bandai Namco Entertainment’s Once Upon a Katamari showcases music from chelmico, combining Japanese pop-rap with the game’s whimsical vibe and appealing to an international gaming audience.
This mirrors the impact of the “Pale Yellow,” two songs featured in Death Stranding 2 by the Grammy-nominated musician Woodkid. It fuses emotion with interactivity, transforming passive listening into active engagement as players’ actions within the game become intertwined with the music itself.
Additionally, Toby Fox developed and scored Undertale, a role-playing game that became a pop culture phenomenon. His music is integral to the game and has propelled him to mainstream success.
A Shared Stage for Sound and Story
The convergence of gaming, technology and independent art signals a new era in cultural production. The accessibility of game engines and the rise of sync licensing have broadened discovery paths for independent artists. This enables them to participate in a creative economy where soundtracks shape identity and emotion on a global scale. Gaming has transitioned from simply borrowing music to enhancing it, creating a shared platform for the next generation of global voices.
