On Thursday, the NBA announced a new partnership with UnitedMasters, an independent music-management startup, which will make a broad (and growing) new music library\u00a0 available to editors of NBA content. The partnership is yet another example of the NBA\u2019s vision to keep its brand at the crossroads of sports and entertainment culture.<\/p>\n
![\"\"](\"https:\/\/staging.sportsvideo.org\/wp-content\/uploads\/2016\/10\/NBA_Digital-e1522255439345.jpg\")
The relationship offers the league\u2019s digital-content creators an entirely new library of music with which to edit. Music by UnitedMasters\u2019 artists will appear\u00a0across the NBA\u2019s suite of digital products (NBA.com, NBA app) and social-media accounts (Facebook,\u00a0Instagram, Twitter, YouTube,\u00a0TikTok, Twitch, and\u00a0Snapchat), which total 1.5 billion followers worldwide.<\/p>\n
\u201cWe\u2019re excited to partner with\u00a0UnitedMasters\u00a0to give up-and-coming artists a massive digital stage to share their music,\u201d NBA SVP,\u00a0New\u00a0Media Distribution,\u00a0Jeff\u00a0Marsilio <\/strong>said in an official release. \u201cWith this partnership, fans will now have a new way to discover music while they enjoy NBA highlights across our social and digital media.\u201d<\/p>\n Plans are to have the music spotlighted when it\u2019s used in the NBA content. For example, when an editor uses a piece of UnitedMasters music to put together a highlight for social-media distribution, the content will be also be tagged or mentioned with a link upon distribution that will offer the viewer a direct link to learn more about the musician and his or her work.<\/p>\n \u201cWe are thrilled to be partnering with the NBA to empower independent artists and provide them the opportunity to reach a global audience, amplifying their music at scale,\u201d said UnitedMasters founder\/CEO Steve\u00a0Stoute<\/strong>\u00a0in the NBA’s official release. \u201cThis unprecedented partnership speaks to the ecosystem we are building to directly connect brands and\u00a0UnitedMasters artists so that their music can be heard around the world. We are proud to provide a platform that has the potential to significantly further their careers.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":" On Thursday, the NBA announced a new partnership with UnitedMasters, an independent music-management startup, which will make a broad (and growing) new music library\u00a0 available to editors of NBA content. […]\n More<\/a><\/p>","protected":false},"author":10,"featured_media":106633,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_links_to":"","_links_to_target":""},"categories":[8899,9248],"tags":[14735,411,15612],"acf":[],"_links":{"self":[{"href":"https:\/\/staging.sportsvideo.org\/wp-json\/wp\/v2\/posts\/149362"}],"collection":[{"href":"https:\/\/staging.sportsvideo.org\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/staging.sportsvideo.org\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/staging.sportsvideo.org\/wp-json\/wp\/v2\/users\/10"}],"replies":[{"embeddable":true,"href":"https:\/\/staging.sportsvideo.org\/wp-json\/wp\/v2\/comments?post=149362"}],"version-history":[{"count":4,"href":"https:\/\/staging.sportsvideo.org\/wp-json\/wp\/v2\/posts\/149362\/revisions"}],"predecessor-version":[{"id":149371,"href":"https:\/\/staging.sportsvideo.org\/wp-json\/wp\/v2\/posts\/149362\/revisions\/149371"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/staging.sportsvideo.org\/wp-json\/wp\/v2\/media\/106633"}],"wp:attachment":[{"href":"https:\/\/staging.sportsvideo.org\/wp-json\/wp\/v2\/media?parent=149362"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/staging.sportsvideo.org\/wp-json\/wp\/v2\/categories?post=149362"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/staging.sportsvideo.org\/wp-json\/wp\/v2\/tags?post=149362"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}