UnitedMasters came out of stealth about a year ago with a plan to help artists have a more direct relationship with their customers and fans and, more importantly, retain more control over their actual recordings. With $70MM from Alphabet, A16z, Floodgate and 20th Century Fox — as well as founder Steve Stoute, the former President of Interscope Records, the promises are big but the team seems up to the task.
Now, they’re ready to announce their first big partnership: The NBA.
With this launch, UnitedMasters artists will be able to have their music played across all of their properties around the world including digital properties like NBA.com and its apps.
“We’ve seen that there are a lot of synergies between the music industry, sports leagues, and individual personalities across athletes and musicians,” says Steve Stoute, founder and CEO of UnitedMasters . “The overlap between UnitedMasters artists, their fans and the NBA’s following provides a mutually beneficial opportunity to tap into an artist pool that is also a target consumer for the NBA.”
The NBA’s social community is huge, and the audience has an outsized tendency to be engaged with the music,