NBA To Promote Independent Musicians In Digital, Social Efforts

The NBA has struck a partnership with performing artists services company UnitedMasters in which independent musicians will have their work featured in the league’s digital properties and social media extensions, including NBA.com, the NBA mobile app, and NBA accounts on Facebook, Instagram, Twitter, YouTube, TikTok, Switch and Snapchat. The deal extends the NBA’s reach into music and pop culture, while giving the independent artists a sizable expansion in reach and exposure. Financial terms were not disclosed. “This unprecedented partnership speaks to the ecosystem we are building to directly connect brands and UnitedMasters artists so that their music can be heard around the world,” said UnitedMasters Founder & CEO Steve Stoute. UnitedMasters last year landed $70M in funding from Google parent Alphabet to provide musicians an alternative to traditional record label deals.