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NBA partners with Apple Music, UnitedMasters for Base:Line playlist

The National Basketball Association is partnering with Apple Music and independent music label UnitedMasters to create the Base:Line playlist, which is designed to showcase up-and-coming hip hop artists.

The playlist, which will have about 40 songs and be updated every week, will be featured across NBA digital platforms, including NBA.com the NBA App, as well as league and team social media accounts on Facebook, Instagram, Twitter, YouTube, TikTok, Twitch, and Snapchat.

“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 effort also showcases a continuing interest in music and pop culture by the NBA. Among other effort, the league along with video game licensee 2K Sports has been active in curating soundtrack music for the popular annual game franchise, NBA 2K.

“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.”

Further reading: TikTok’s growth pushes platform into key engagement role for sports properties