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NBA joins forces with music industry startup

The NBA basketball league has entered into a global partnership with UnitedMasters, a startup company designed to empower independent music artists.

UnitedMasters artists will be given the opportunity to have their music featured across the NBA’s suite of digital properties and social community, including NBA.com and the NBA App. The length of the agreement was not disclosed.

Promotion will also be provided across league and team social media accounts on Facebook, Instagram, Twitter, YouTube, TikTok, Twitch and Snapchat.

When NBA fans are watching select highlight videos, the artist and song will be tagged or mentioned with a link provided back to the song directly, allowing viewers to find out more about their work.

“We’re excited to partner with UnitedMasters to give up-and-coming artists a massive digital stage to share their music,” Jeff Marsilio, the NBA’s senior vice-president of new media, said. “With this partnership, fans will now have a new way to discover music while they enjoy NBA highlights across our social and digital media.”