Startup record label UnitedMasters has partnered with the NBA to give the league permission to use music from UnitedMasters artists across the NBA’s digital properties and social media platforms. The deal was officially announced on Thursday.
Former president of Interscope Records Steve Stoute founded UnitedMasters in November 2017. He created the company as a music industry alternative meant to empower independent artists. UnitedMasters makes money via royalties and distribution while allowing artists to maintain full ownership of their material.
“We’re excited to partner with UnitedMasters to give up-and-coming artists a massive digital stage to share their music,” said Jeff Marsilio, NBA Senior Vice President, New Media Distribution, in a press release.