Apple Music and the National Basketball Association (NBA), together with UnitedMasters, are excited to premiere BASE:LINE, a new Apple Music independent music playlist committed to searching the earth for the best new hip hop artists. Throughout the history of the NBA, hip hop has been synonymous with the league’s culture. The teams, players and fans have embraced the artists and their music, creating a community that aligns both industries.
Curated by Apple Music’s director of Hip Hop and R&B Ebro Darden and his team, the BASE:LINE playlist will be updated every week and will prominently feature a mix of emerging and established independent artists from all over the world, including many from the growing UnitedMasters roster.
“This partnership with Apple Music will engage the NBA’s global audience around music that resonates with our players and fans,” said NBA Commissioner Adam Silver. “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.”
In addition to the widespread visibility these artists will receive across Apple Music, the NBA will tap into the “BASE:LINE” playlist to soundtrack NBA highlights, providing these featured artists with unparalleled exposure to billions of fans across NBA Digital platforms, league and team social media,NBA.com, NBA TV and the NBA App. NBA.com and NBA App users can listen to Apple Music’s “BASE:LINE” playlist seamlessly on these platforms.
“Apple Music is excited to be teaming up with the NBA and UnitedMasters to launch the new playlist Base:Line,” said Eddy Cue, Apple’s Senior Vice President, Internet Software and Services. “BASE:LINE, designed to support emerging and established independent urban artists, is sure to expose great music to millions of people around the world.”
“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 took a turn,” said Apple Music Global Head of Hip-hop and R&B Ebro Darden. “Base:Line is a playlist that gets closer to the community where the artist and the music is beginning.”