Apple Music, NBA launch playlist to unearth hip hop talent

The Base:Line playlist is available on Apple Music. It is designed to promote young and talented hip hop artists around the world, which means that African rappers and producers could find themselves added to the list. It currently features such artists as Young M.A, Tobe Nwigwe and Princess Nokia.

Base:Line is curated by Apple Music global head of hip hop and R&B Ebro Darden and his team. It will be updated every week and feature a mix of emerging and established independent artists from all over the world, including many from the growing UnitedMasters roster.

“NBA players come from the same communities that the music does, that is why the artists and the players feel connected," Daren said. Many artists wanted to make it to the NBA before their life took a turn. Base:Line is a playlist that gets closer to the community where the artist and the music is beginning.”

NBA commissioner Adam Silver said partnering with Apple Music would help engage NBA’s global audience around music that resonates with players and fans.

Apple Music senior vice-president of internet software and services Eddy Cue said the streaming service was excited to team up with the NBA and UnitedMasters.

“Base:Line is designed to support emerging and established independent urban artists, is sure to expose great music to millions of people around the world,” Cue said.

In addition to the widespread visibility artists will receive on Apple Music, NBA will tap into the Base:Line playlist to soundtrack NBA highlights, providing the featured artists with exposure to fans across NBA’s digital platforms.