Apple Music and the NBA bring an exclusive hip-hop playlist

Apple's entry into the world of music streaming services is also paying off criticism of Jimmy Iovine, creator of Apple Music. He, along with many others, criticized the service mainly because of the business model and the fact that they cannot grow economically. However, Apple is not giving up on the service, on the contrary, it is strengthening its reputation in various ways. The most recent one is cooperation with the American basketball association NBA.

As part of this agreement, a special Base:Line playlist was created in the Apple Music service, from which NBA fans will be able to hear music on social networks in snapshots from matches, in the application or on the official website of the association. However, the playlist also opens the door to hidden talents, as the vast majority of tracks are produced by independent artists under the UnitedMasters label.

It is a relatively young publisher that focuses on new and independent artists. "The supply of music is now larger than traditional publishers can accommodate, and today's musicians are reaching audiences before publishers," UnitedMasters founder Steve Stoute said in an earlier interview. The publisher now distributes music from more than 190 artists, for many of whom the Base:Line playlist is a way to get exposure. The list will be updated every Wednesday and will hold 000 hip hop songs.

The collaboration between Apple and the NBA is also interesting because Eddy Cue, Apple's senior vice president of services, is a die-hard basketball fan. The playlist is available now right here.

"If you want to move on the scene as an independent artist outside the established rules of the music industry, you have to create your own chances for success - it's very similar in basketball. It is in cooperation with the NBA that we bring you this exclusive playlist, compiled for Apple Music by the legendary hip-hop manager Steve Tout and his company UnitedMasters. Here you will find talented independent newcomers who are determined to pursue their goals. 'Getting your music on the right playlist at the right time is key when you're an independent artist,' says Apple Music's Ebro. 'BASE:LINE is perfect for this.' This playlist is updated regularly, so if you like something while you're listening, add it to your library." writes Apple in the official description of the playlist.

Source: Bloomberg