DraftKings debuts NBA playoffs music video in collaboration with hip-hop icons
Operator joins forces with Rick Ross, Fat Joe, and The LOX in new basketball anthem ‘The Game’
DraftKings has moved for a creative, musical spin with its promotion of the upcoming NBA playoffs, joining forces with a trio of hip-hop legends to produce a new track titled ‘The Game’.
The official music video, which DraftKings produced with Rick Ross, Fat Joe, and The Lox, dropped just in time for the NBA Play-In Tournament and is aimed at getting fans and bettors alike hyped for the playoffs.
Ahead of the NBA Playoffs, @DraftKings teamed up with @Iam_SetFree to release “The Game,” a basketball-themed track featuring @thelox, @RickRoss and @fatjoe. The track is a tribute to basketball and the broader hoops culture. Watch the music video here: https://t.co/mVvT6n5qsT pic.twitter.com/AbJp1hKqdq
— DraftKings News (@DraftKingsNews) April 12, 2023
The video begins with a rapid series of betting terminology, prices, and markets, interspersed with hype phrases and DraftKings’ logo. It then transitions into the verses, which are laid over highlights of some of the league’s biggest stars such as Joel Embiid, Zion Williamson, and Luka Doncic.
“‘The Game’ is a track that taps into hoops culture on and off the court, and what it means to bet on yourself,” said DraftKings co-founder Matt Kalish.
“This anthem is a product of the legendary Set Free, Jadakiss, and all of the amazing talent behind The Compound – a collaborative NYC space where artists and sports collide – bringing together authentic voices across music, basketball, art. and sports betting.”
The music production initiative represents DraftKings’ latest push to further diversify its branding portfolio, which already includes an expansive and growing media wing.
The NBA playoffs, which run from mid-April through mid-June, represent the final extended betting event before football season, making them all the more important as an acquisition and retention tool for operators.
DraftKings dropped ‘The Game’ on April 12 across its social media channels and YouTube. It also aired during ESPN’s coverage of the NBA Play-In Tournament.