Apple Music and the NBA have "launched a new global playlist" called BASE:LINE that will "highlight the best emerging and independent hip-hop each week," according to Chris Eggertsen of BILLBOARD.com. The playlist, formed in partnership with UnitedMasters, "will be curated" by Apple Music Dir of Hip-Hop and R&B Ebro Darden and his team. The playlist will "feature a mixture of rising and established independent hip-hop artists from around the world, including many from UnitedMasters’ roster." The idea "notably grew out of a previous deal UnitedMasters signed with the NBA" in October '18. As part of this deal, future NBA highlights featured on the league’s digital platforms and social media accounts will be "soundtracked using music from the BASE:LINE playlist" (BILLBOARD.com, 1/16). BLOOMBERG NEWS' Gurman & Soshnick note Apple Senior VP/Internet Software & Services Eddy Cue was "involved in the deal." Gurman & Soshnick note Apple Music has "more than 60 million paying subscribers, trailing Spotify Technology SA globally." The hope is that new partnerships such as the NBA deal "may bring in new subscribers who are fans of the game" (BLOOMBERG NEWS, 1/17).
