“Apple Music Teams With NBA, UnitedMasters to Spotlight Emerging Hip-Hop Talent” - Billboard

Apple Music needs a differentiator in a sea of identical streaming platforms, and the NBA seeks an opportunity to formally leverage its immense influence in music. Enter UnitedMasters as a source of both the hottest emerging talent in the world and an ability to activate that talent with impact.

BASE:LINE is a flagship playlist within Apple Music, a live show on the NBA’s social platforms, a performance series that tore down All-Star Weekend 2020, and a vehicle for groundbreaking moments like our TVC during the NBA finals featuring emerging superstar Tobe Nwigwe and a message for social justice.