The NBA and Apple Music are teaming up with music distribution company UnitedMasters to launch BASE:LINE, a new and innovative global playlist that will spotlight rising hip-hop acts from around the world.
The concept for BASE:LINE emerged from a previous deal brokered by UnitedMasters and the NBA in October 2018. In the initial agreement, the league agreed to license music exclusively from UnitedMasters artists for the league’s social media channels and other digital entities. With the slightly revised version of the deal, NBA highlights on the league’s digital platforms will be soundtracked from the BASE:LINE playlist, thus giving artists, most of whom are independent, exposure, according to Billboard.
The collaboration will release a weekly playlist exclusively on Apple Music. All tracks will be curated by Ebro Darden, who serves as Apple Music’s director of hip-hop and R&B, as well as co-host of the Hot 97 morning show.
“BASE:LINE is a playlist that gets closer to the community where the artist and the music is beginning,” Darden said in a statement released on Thursday.
“We are excited to provide a massive digital stage,” said NBA commissioner Adam Silver in a statement.