New UnitedMasters deal will enable its artists get play across NBA properties

TechCrunch | 11/9/2018 | Staff
itsdonaldk (Posted by) Level 3
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UnitedMasters came out of stealth about a year ago with a plan to help artists have a more direct relationship with their customers and fans and, more importantly, retain more control over their actual recordings. With $70MM from Alphabet, A16z, Floodgate and 20th Century Fox — as well as founder Steve Stoute, the former President of Interscope Records, the promises are big but the team seems up to the task.

Now, they’re ready to announce their first big partnership: The NBA.

Launch - UnitedMasters - Artists - Music - Properties

With this launch, UnitedMasters artists will be able to have their music played across all of their properties around the world including digital properties like NBA.com and its apps.

“We’ve seen that there are a lot of synergies between the music industry, sports leagues, and individual personalities across athletes and musicians,” says Steve Stoute, founder and CEO of UnitedMasters . “The overlap between UnitedMasters artists, their fans and the NBA’s following provides a mutually beneficial opportunity to tap into an artist pool that is also a target consumer for the NBA.”

NBA - Community - Audience - Tendency - Music

The NBA’s social community is huge, and the audience has an outsized tendency to be engaged with the music, style and culture that surrounds its fans and superstar players.

“The real value is the artist and who they are – they’re NBA fans, they’re fans of the product they’re soundtracking. You can go from watching the game to soundtracking its highlights,” says Stoute. “This is truly democratizing and removes any barrier from getting your music heard. You can watch something through the NBA, be inspired, create music and then upload it to UnitedMasters for the chance to be heard by 1.5 billion people.”

UnitedMasters - Hook - Record - Label - Money

The UnitedMasters hook is that it’s a record label that makes money on royalties and distribution, while allowing artists to retain the rights to their master product. Stoute was motivated by...
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