Apple and the NBA have signed an exclusive deal that will see Apple Music pick up a new playlist. Base:Line will include 40 songs that are updated weekly, with the general “hip-hop vibe” being used for in-game highlights of games across social media and more.
Eddie Cue was the man involved in making this all happen, and the popular basketball fan spoke with Bloomberg about the new partnership. Cue says that Apple is “excited about the partnership and that the playlist is designed to support emerging and established independent urban artists.”
While the first Base:Line playlist isn’t yet live, it will be available via both Apple Music and the official NBA app. Some of the songs on the playlist will be from the UnitedMasters, a platform designed to give artists access to distribution rights and tools for interacting with fans.
“There’s more supply than the conventional legacy labels can handle,” UnitedMasters founder Steve Stoute said in an interview. “Artists today are getting to audiences before getting to a record company.”
Apple continues to throw its weight behind Apple Music, giving subscribers more value for their $9.99 monthly plan to compete with competition from the likes of Spotify.
It isn’t yet clear when we can expect to get the first Base:Line playlist, but we’ll be sure to keep our eyes peeled for it. If anything just to find out what a “hip-hop vibe” sounds like.
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