The aim for the playlist initiative, per comments shared in a press release, is to "search the earth" for the best new artists in hip-hop. Ebro Darden and his team will curate the playlist, which will receive weekly updates and NBA integration including NBA highlight-soundtracking and more.
“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,” Darden, who's the Global Head of Hip-Hop and R&B for the streaming service, said Thursday. “BASE:LINE is a playlist that gets closer to the community where the artist and the music is beginning.”
The partnership, NBA Commissioner Adam Silver added, will offer selected artists "a massive digital stage" that taps into the NBA's global audience.
Check out the BASE:LINE playlist on Apple Music by clicking here. Young M.A, Princess Nokia, and Baby Keem are among the artists who have already landed placements.