Steve Stoute’s UnitedMasters is partnering with the NBA
Artists give UnitedMasters 10% of their revenue in exchange for distribution support
CBx Vibe: “We Fly High - Ballin’” Jim Jones
Last week, UnitedMasters, an independent artist services company announced an interesting partnership with the NBA. UnitedMasters’ stable of artists will now have the opportunity to get their music featured on the NBA’s digital properties. These artists give UnitedMasters 10% of their revenue in exchange for distribution support, like this new NBA deal offers. But unlike a record label, UnitedMasters doesn’t own the artist’s masters. The artists keep them.
Why This Matters: This move is a natural play for Steve Stoute, the company's founder and CEO. The music and advertising executive has built his legacy on merging the worlds of basketball and hip-hop dating back to his deals with Reebok in the early 2000s. The NBA partnership gives UnitedMasters an advantage in an increasingly competitive space. But it begs the question whether the NBA itself was the best digital property for the year-old company to partner with.