Apple Music, the National Basketball Association, and UnitedMasters have announced Base:Line a new independent playlist committed to looking for the best new hip-hop artists across the earth.
The new initiative highlights the bond of NBA and hip-hop that has formed the league’s culture and paired teams, players and fans with artists and their music.
“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.”
The Base:Line playlist is curated by Apple Music director of Hip Hop and R&B Ebro Darden and his team. The playlist will be updated every week and will include artists from across the world, including talent from the UnitedMasters roster.
“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.”
Music from the Base:Line playlist will also soundtrack NBA highlights, maximizing the exposure of artists across all NBA platforms. The Base:Line playlist is currently available on Apple Music and features Young M.A., Dame D.O.L.L.A, Princess Nokia and more.
You can check out the playlist here.
The post Apple Music, NBA, and UnitedMasters Team to Launch ‘Base:Line’ for Independent Artists Globally appeared first on The Source.