October 19th 2023.
Music producer Mike WiLL Made-It is back to curate music for ESPN's NBA telecasts during the 2023-24 season. The first song released by ESPN via Giant Music is the new single "Different Breed" featuring Latto and Swae Lee, which was released as the initial NBA tip-off TV spot. It has been airing across the network's various platforms until the season-opening game on Oct. 25.
Mike WiLL Made-It expressed his enthusiasm about the collaboration: “This is the perfect partnership because I make the music people want to ball to.” This will be the third year that the network is using this initiative to remix and produce music around NBA moments with ESPN. Mike WiLL Made-It will be producing tracks during the season, particularly for the inaugural NBA In-season Tournament, the Christmas Day slate of games, Saturday Primetime match-ups, as well as the NBA Play-in Tournament, NBA Playoffs, and the NBA Finals.
Curtis Friends, vice president of sports marketing at ESPN, said: “It didn’t take us long to figure out that Atlanta music, Mike WiLL, and NBA on ESPN were a strong cultural fit. Mike WiLL Made-It is cooking up his recipe for the NBA on ESPN custom music strategy that will set the tone for fans throughout the season.”
Mike WiLL Made-It has collaborated with some of the biggest names in the industry, including Lil-Uzi Vert, Kendrick Lamar, Miley Cyrus, Nicki Minaj, and Future. Matt LaMotte, managing director of Giant Music, commented on the initiative: “As an independent record label, nothing excites us more than collaboration and creativity. We couldn’t ask for better creative partners than Mike WiLL and ESPN.”
The NBA on ESPN custom music strategy from the previous year featured Ty Dolla $ign, Janelle Monáe, G Eazy, Myke Towers, and A Boogie Wit da Hoodie. We are now excited to see the fresh tracks Mike WiLL Made-It will produce this season.
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