Apple Music’s latest curated playlist, Base:Line, is the result of a partnership with basketball body the NBA and distributor/artist-services firm UnitedMasters.
According to Bloomberg, the new playlist will have 40 songs “with a hip-hop vibe” and will be refreshed weekly, while also being promoted within the NBA’s own app and website. It builds on an existing relationship between UnitedMasters and the NBA. “While the playlist will be maintained by Apple, many of the songs will come from UnitedMasters,” is how Bloomberg put it.
Apple and UnitedMasters working together is the aspect of this launch that caught our eye: another example of the former forging links with a company that’s trying to disrupt the traditional label / distributor dynamics, following Apple’s acquisition of artist-development firm Platoon in 2018.