NBA 2K23: Court in Session, 2

NBA 2K23 the latest iteration of the top-rated NBA video game simulation series of the past 21 years* is partnering with Universal Music Australia to support the local Hip Hop scene with the launch of its new cultural platform, Court in Session. The campaign, released by BRING Universal Music for Brands, brings the rhythm of the basketball court into the world of music by leveraging the sounds of the game itself and turning them into modern beats for the musical talent to MC over. The bouncing of the ball becomes the beat, bleacher stomps become heavy drums and shoe squeaks become record scratches across three original tracks. The three artists were challenged to create their tracks using the same sound effects from the game. The result is three distinct songs with each artist interpreting the themes of this year’s game and turning them into bespoke lyrics to accompany their beats. The collaboration in Hip Hop comes off the back of a bespoke study by BRING into the streaming habits of the brands target market, Gen Z males. They found that a staggering 33% of all streams of their target demographic were from the genre, making it the number one loved genre for a new generation of fans. In addition to this, 58% of Gen Z males follow music artists on social media, more than any other celebrity. The Court in Session platform brings together three of the country’s most hyped Hip Hop talent, selected to give the campaign mass appeal. Australia’s most streamed solo Hip Hop artist, Chillinit leads the trio with the release of his song ‘Big Swish’. Rapper and ​​Malyangapa, Barkindji woman, and recent face of #YouTubeBlack Voices Class of 22, BARKAA releases her original song, ‘Ball ‘On Em’. Finally, 19-year-old vocal prince Sahxl, one of Australia’s next breakout stars releases his basketball infused anthem ‘The One’. Full length performance content becomes the heartbeat of the campaign. Produced by Entropico, the Court in Session performances bring the idea to life on a grand scale. As each artist performs atop the court (their stage), four giant LED screens display meticulously synced footage of the videogame, with each of the unique beat sounds being brought to life around each of the artists through vision. The result is a visual spectacle designed to showcase local Hip Hop on the global stage.