News: Kanye West Becomes Voice Of 2009 NBA Play-Offs [Video]
Wednesday, Apr 15, 2009 5:28PM
Grammy-winning rapper Kanye West has been chosen as the voice of this year's National Basketball Association (NBA) play-offs campaign.
The announcement was made Wednesday (April 15) afternoon.
The NBA has recruited Kanye West's latest single, "Amazing," as the musical backdrop for its 2009 playoffs campaign. Premiering today and being released to fans online is a new music video produced by NBA Entertainment in which memorable moments from past playoff games featuring Kobe Bryant, LeBron James and other NBA players are sequenced against the pounding beat of the West track. (Billboard)
Ye also confirmed the partnership earlier today via his blog.
"Yooooooo everybody," Yeezy wrote unmodified. "'Amazing' is the official theme song of the NBA Play-Offs!!!!!!! Thank-you to everybody who helped make this happen!!!" (Kanye's Blog)
NBA Senior Vice President of Entertainment Charles Rosenweig released a statement expressing the league's interest in linking with music acts.
"For decades the NBA has enjoyed an extensive relationship with the music industry--it is part of our game, our presentation, our marketing," he said. "This is a classic case where we heard the song and knew right away it was the perfect fit with our overall campaign." (Statement)
Aside from sports, Yeezy recently inked a series of deals including an energy drink and fragrance line.
Jay-Z, Rihanna and Kanye West all got fragrance deals when Iconic Fragrances, LLC (where Jay-Z is a principal) signed an agreement with Parlux. Also part of the contract is the announcement of an upcoming scent with a "well-established female artist." Considering it's Jay-Z's deal and he's married to Beyonce, let's read between the lines on that one. (New York Magazine)
The NBA Play-Offs officially kick-off Saturday, April 18.
Check out Ye's "Amazing" commercial below: