The 2023-24 NBA season is quickly approaching. Gearing up for their NBA Tip-off, ESPN has partnered with GRAMMY-winning, multi-platinum producer, Mike WiLL Made-It for a new banger. Featuring Latto Swae Lee, “Different Breed” is set to premiere in ESPN’s NBA Tip-off TV spot that will be used to promote the upcoming NBA season.
The collaborative release marks the third straight year that NBA on ESPN has implemented a custom music strategy. Mike WiLL has consistently curated music throughout the NBA season as the lead music producer. The aforementioned strategy features artists and producers who remix, produce, and create music around major NBA moments with ESPN. Outside of NBA Tip-off, this includes NBA In-season Tournament, Christmas Day, Saturday Primetime matchups, NBA Play-in Tournament, NBA Playoffs, and NBA Finals.
“It didn’t take us long to figure out that Atlanta music, Mike WiLL, and NBA on ESPN were a strong cultural fit,” said Curtis Friends, Vice President of Sports Marketing, ESPN. “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.”
The continued synergy between the NBA and Hip Hop is a testament to the contributions one has made to the other, culturally.
“This is the perfect partnership because I make the music people want to ball to.” – Mike WiLL
