(Pictured) Apple Music and NBA Plan Base: Line: Discovering More Talented Artists

The National Basketball Association recently announced a partnership with Apple Music to feature a playlist called Base: Line, which will be used on the NBA’s official website and on social media. Under the partnership, the two companies plan to create a special-themed Base: Line playlist, featuring hip-hop-based artists from independent record labels, each week. The NBA website and its social media will use these playlists.

Visit: Apple Music

(Pictured) Apple Music and NBA Plan Base: Line: Discovering More Talented Artists

(Pictured) Apple Music and NBA Plan Base: Line: Discovering More Talented Artists

In an interview with Bloomberg, Jeff Marsilio, the NBA’s senior vice president of new media distribution, revealed the deal. It was reported that Eddy Cue, Apple’s senior vice president of Internet software and services, was involved in the negotiations for the deal.

(Pictured) Apple Music and NBA Plan Base: Line: Discovering More Talented Artists

The weekly playlist will contain about 40 tracks, which will be curated and maintained by Apple Music. However, a percentage of the songs selected will come from UnitedMasters, a record company that works by connecting indie singers to the company’s brand.

Steve Stoute, founder of United Masters, told Bloomberg: “Contemporary record distribution is out of line with what was always been the norm. Today’s artists need to attract audiences before they enter the record label. “

While Apple has yet to comment on the deal, it is likely to be part of the company’s “Apple Music for Business” project, which creates such featured playlists for the company.