NBA Partners With Music Startup UnitedMasters To Bring Indy Musicians to Its Digital Content Content created for digital, social platforms will feature deep library of new music By Brandon Costa, Director of Digital
Thursday, November 8, 2018 - 12:59 pm
Print This Story
Story Highlights
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 available to editors of NBA content. The partnership is yet another example of the NBA's vision to keep its brand at the crossroads of sports and entertainment culture.
The relationship offers the league's digital-content creators an entirely new library of music with which to edit. Music by UnitedMasters' artists will appear across the NBA's suite of digital products (NBA.com, NBA app) and social-media accounts (Facebook, Instagram, Twitter, YouTube, TikTok, Twitch, and Snapchat), which total 1.5 billion followers worldwide.
We're excited to partner with UnitedMasters to give up-and-coming artists a massive digital stage to share their music, NBA SVP, New Media Distribution, Jeff Marsilio said in an official release. With this partnership, fans will now have a new way to discover music while they enjoy NBA highlights across our social and digital media.
Plans are to have the music spotlighted when it's 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.
We 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, said UnitedMasters founder/CEO Steve Stoute in the NBA's official release. This unprecedented partnership speaks to the ecosystem we are building to directly connect brands and UnitedMasters 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.
Most recent headlines
05/01/2027
Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be ...
07/10/2026
Dalet, a leading technology and service provider for media-rich organizations, today announced the latest Long-Term Supported (LTS) release of Dalet Flex. Build...
06/09/2026
June 9 2026, 23:00 (PDT) Dolby and MagentaTV Bring Fans Closer to the FIFA Worl...
18/08/2026
SportStream 2026, a free three-day virtual event, will take place September 15-17. One registration provides access to all three days of live programming and on...
18/08/2026
BeckTV will introduce BeckFlow to the European market at IBC2026, demonstrated on the Providius stand (10.F53).
BeckFlow is a web-based schematic documentation...
18/08/2026
Boland Communications will introduce a SMPTE ST 2110 input option for its 4K monitors at IBC2026, along with a new 55-inch super-narrow bezel display for video ...
18/08/2026
Dolby Laboratories and the Seattle Seahawks have announced a partnership integrating Dolby OptiView into the Seahawks' live streaming coverage, making the S...
18/08/2026
For BMG Executive Producer of Sports Production, Graham Taylor, producing live s...
18/08/2026
TMRW Sports has appointed Rufus Hack as President of Golf, a newly created role in which he will lead the company's golf businesses including TGL presented ...
18/08/2026
SMT will provide race technology for FOX Sports' coverage of the Freedom 250 Grand Prix of Washington, D.C. on August 23, when the NTT INDYCAR SERIES races ...
18/08/2026
The live, YouTube-native roundtables combine fan voices, credentialed reporters,...
18/08/2026
Behind The Mic provides a roundup of recent news regarding on-air talent, includ...
18/08/2026
The industry legend sounds off on replacing the Heat's iconic Medusa score...
18/08/2026
William F. Rasmussen, the sports fan-turned broadcaster and entrepreneur whose out-of-the-box idea of a 24-hour cable sports network, ESPN, changed forever the ...
18/08/2026
DAZN Group has completed its acquisition of ViewLift, a provider of streaming and digital solutions for sports content owners. The acquisition was first announc...
18/08/2026
The American Association of Professional Baseball (AAPB) has added SI TV, Sports Illustrated's 24/7 streaming channel, as a broadcast partner for the remain...
18/08/2026
The Esports Foundation has announced that the inaugural Esports Nations Cup (ENC), originally scheduled for November 2026 in Riyadh, will be postponed to Novemb...
18/08/2026
Diversified has announced a new Global Managed Services Practice, consolidating the company's managed services capabilities into one organization. Rob Mello...
18/08/2026
Appear has completed a proof of concept with Thoroughbred Racing Productions (TRP), demonstrating multi-camera remote live production over bonded 5G cellular an...
18/08/2026
Riedel Communications has announced that Edith Cowan University (ECU) in Perth, ...
18/08/2026
Company launch with stereo-imaging tool
Panoramic is the debut release from Panorama Labs, a new company formed by mastering engineer Nicholas Di Lorenzo. C...
18/08/2026
Control software now available for older interfaces
Focusrite have just announced the launch of an update that extends Control 2 software support their Scar...
18/08/2026
The National Film and Video Foundation (NFVF), an agency of the Department of Sp...
18/08/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
18/08/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
18/08/2026
Lightware announces an integration with SpectralBot that helps system integrators and AV operators troubleshoot faster using augmented reality (AR), AI-assisted...
18/08/2026
Command Frame for After Effects
Scott Black August 18, 2026
0 Comments
Free download, demonstrations, hands-on tests, and creator resources
Want to t...
18/08/2026
At Stand 14.A57, the data company will demonstrate GreenDot and IBM Aspera together, giving media and entertainment businesses real-time visibility of what thei...
18/08/2026
New tool provides a robust audit of operational workflows, calculating the tangible value each delivers today, and informing business decisions for tomorrow.
W...
18/08/2026
Media Utilities is integrating its activities into DigiNet and will maintain a recognisable presence in the market under the name: Media Utilities, a DigiNet br...
18/08/2026
Proof of Concept validates reliable multi-camera live production from remote racecourses without fixed network infrastructure
Appear ASA (Appear, OSE:APR), a g...
18/08/2026
Stingr, a new venture from the founders of Hornets Tech, is bringing its second-screen interaction platform to IBC2026.
The second screen has never really wor...
18/08/2026
Long-established satellite equipment manufacturer and systems integrator Hiltron Communications will promote its new HACUX-IDU2 antenna control unit touchscreen...
18/08/2026
EMAM, PlayBox Neo and SNEWS Launch Combined Nuvex System
Brie Clayton August 17, 2026
0 Comments
Integrated platform melds media asset management, pla...
18/08/2026
The United Stand Scales Live Fan Show with Blackmagic Design Workflow
Brie Clayton August 17, 2026
0 Comments
ATEM Constellation 8K and HyperDeck Stud...
18/08/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
18/08/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
18/08/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
18/08/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
18/08/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
18/08/2026
Triveni Digital Now Offers a Joint Solution With MediaKind and a Lab System Bundle Supporting ISDB-Tb and TV 3.0 Broadcast Services
Triveni Digital, a trusted ...
18/08/2026
At IBC2026, BeckTV, a premier systems integrator for the broadcast industry, will introduce BeckFlow to the European market. BeckFlow is the first web-based sch...
18/08/2026
New flagship PTZ camera combines cinematic 4K imaging, professional broadcast connectivity and the complete Horizon intelligent video experience for productions...
18/08/2026
At IBC2026, VisualOn will demonstrate how video service providers can slash bandwidth costs, maximize ad revenue, and deploy premium interactive features withou...
18/08/2026
The relationships built during graduate school often continue to shape careers long after a degree is earned, creating a community of scientists who learn from ...
18/08/2026
Tuesday 18 August 2026
Sky Sports and The Fast and the Curious announce new partnership
Sky Sports and The Fast and the Curious have announced a new long-term...
18/08/2026
Wuppertal August 18, 2026
Riedel Brings Professional Live Production Into the Classrooms of ECURiedel Communications today announced that Edith Cowan Universi...
18/08/2026
In my previous article, The AI Shift Feels Familiar. Our Response Should Be Different., I argued that the greatest challenge organizations face is no longer the...
18/08/2026
Apple today announced changes to its business terms for apps in the European Uni...
18/08/2026
THE HEALY RAES: BLOOD, SWEAT & TEARS AIRS WEDNESDAY AUGUST 19 ON RT ONE AT 9:35PM
A new documentary The Healy-Raes: Blood, Sweat & Tears airs on RT One and ...
NBA Partners With Music Startup UnitedMasters To Bring Indy Musicians to Its Digital Content Content created for digital, social platforms will feature deep library of new music By Brandon Costa, Director of Digital 
