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The NBA playoffs start Saturday, which means we’re about get hit with a lot of Lebron, Kobe, D-Wade…and Kanye. Yes, that ever-humble and modest Kanye. The NBA has selected his single, “Amazing,” as the theme song for their ’09 Playoffs marketing campaign.
In addition to the commercials that will be airing on five different channels over the next two months, the NBA has released the below music video that features the song as the backdrop to memorable moments from past playoffs.
A Senior NBA marketing exec calls the selection a “No brainer. For decades the NBA has enjoyed an extensive relationship with the music industry – it is part of our game, our presentation, our marketing. This is a classic case where we heard the song and knew right away it was the perfect fit with our overall campaign.
Though going with Kanye West, who is arguably the biggest hip hop star today, may not seem the most inspired or creative choice by the NBA, the song is a good fit and I think they’d be challenged to find something that works better. And it makes sense for Kanye. “Amazing” is off his latest “808s & Hearbreak” album that has underperformed compared to his previous efforts. So, this is a good way to promote this track and get that album back in the consumer mindset.
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