APPLE MUSIC | BASE:LINE

On September 30th, we put a spotlight on BASE:LINE - the official playlist of the NBA, with work that demonstrates that undeniable connection. The campaign premiered during Game 1 of the NBA Finals, featured four independent artists from UnitedMasters, and reflected Apple Music’s new wordmark visual aesthetic. 

Hero Film 

Our hero film, Make it Home, features UnitiedMasters artists Tobe Nwigwe performing on a highly stylized basketball court that mirrors the classic Apple aesthetic, bringing UM Music into the NBA world. Combined with a unique NBA season, the film was crafted with social justice in mind, working to further support player and league sentiments around this important issue. During Game 1 of the 2020 NBA Finals, our :15 ran during the fourth quarter.. Both the :30 and :15 ran across Finals coverage on NBA TV and will continued through the NBA draft. 

OOH 

OOH creative héroes the new Apple Music wordmark and is accompanied by UM artists - Tobe, Rae, MAVI and Armani - with placements in New York, Los Angeles, Miami, Nashville and Atlanta. 

Display 

Our hero film + static creative were leveraged across the NBA + Bleacher Report buy including pre-roll, takeovers and display banners.

Social Content 

In addition to our owned channels, we were able to reach the basketball community garnering support from artists and partners, including: the NBA, UnitedMasters, Tobe Niqgwe, Ebro and Steve Stoute. Notable likes and comments across owned and partner posts have come from Kevin Durant, LeBron James, Michael B. Jordan, Kerry Washington, Naomi Campbell, Rapsody, Leon Bridges, Miguel, Complex Sports and more.

Beyond receiving prominent featuring in Browse during the NBA Finals, BASE:LINE received partner and ecosystem support via NBA in-app featuring, email and Shazam playlist pills.