Music producer Mike WiLL Made-It will be working with ESPN for the upcoming NBA season curating music for the network, according to ESPN.
The network has hired the Grammy winner as the lead producer to create music for the 2023-24 season. The first song is the new single ‘Different Breed’ featuring Latto and Swae Lee. It was recently released as the initial NBA Tip-off TV spot coverage that promotes the upcoming NBA season. It debuted on Monday, Oct. 16 on ESPN’s Monday Night Football and will air across the platform and social media until the season-opening game on Oct. 25. The featured games will be between the Boston Celtics and the New York Knicks and Dallas Mavericks vs. San Antonio Spurs.
“This is the perfect partnership because I make the music people want to ball to,” said Mike WiLL Made-It in a written statement.
This is the third year that the network is using this initiative that features artists and producers in the music industry remixing and producing music around NBA moments with ESPN. Mike Will Made-It will be producing tracks during the season, in particular, highlighting the inaugural NBA In-season Tournament, the Christmas Day slate of games, Saturday Primetime matchups, as well as the NBA Play-in Tournament, NBA Playoffs, and the NBA Finals.
“It didn’t take us long to figure out that Atlanta music, Mike WiLL, and NBA on ESPN were a strong cultural fit,” said Curtis Friends, Vice President of Sports Marketing, ESPN. “Mike WiLL Made-It” is cooking up his recipe for the NBA on ESPN custom music strategy that will set the tone for fans throughout the season.”
The producer has worked with the likes of Lil-Uzi Vert, Kendrick Lamar, Miley Cyrus, Nicki Minaj, Future, and many other established recording artists.
Matt LaMotte, Managing Director of Giant Music said, “As an independent record label, nothing excites us more than collaboration and creativity. We couldn’t ask for better creative partners than Mike WiLL and ESPN.”
Last year, the NBA on ESPN custom music strategy featured Ty Dolla $ign, Janelle Monáe, G Eazy, Myke Towers, A Boogie Wit da Hoodie, and other artists.