Emerging Tech, Data & Media , OTT & Digital

NBA and Apple Music strike content partnership

Base:Line playlist to showcase UnitedMasters hip-hop artists on league platforms.

by Steven Impey

NBA and Apple Music strike content partnership

The National Basketball Association (NBA) has announced a partnership with Apple Music, the technology giant’s audio streaming platform, to create a playlist featuring up and coming artists from the independent music label UnitedMasters.

The Base:Line hip-hop playlist will include around 40 songs, updated weekly, and will be available via Apple Music as well as the league’s various digital platforms. Featured tracks will also be used during game highlights shared via the NBA’s social media channels.

NBA commissioner Adam Silver said: “This partnership with Apple Music will engage the NBA’s global audience around music that resonates with our players and fans. Working together with Apple Music and UnitedMasters, we are excited to provide a massive digital stage for their extensive list of top and emerging artists.”

Ebro Darden, Apple Music’s global head of hip hop and R&B, said: “NBA players come from the same communities that the music does. That is why the artists and the players feel connected.

“Many artists wanted to make it to the NBA before their life too a turn. Base:Line is a playlist that gets closer to the community where the artist and the music is beginning.”