Apple Music collaborated with the NBA to produce a new curated playlist, along with a startup company named UnitedMasters. United Masters provides a platform for young artists to release content on various streaming services. The playlist is titled BASE:LINE and it is comprised of content from independent hip hop artists, and the music will be selected by Ebro Darden the director of Apple Music.
The BASE:LINE curated playlist is currently available and features music from KOTA the Friend, as well as Princess Nokia. Highlighting content from unestablished artists could help the streaming service as much as it helps the artists. This is because Apple Music can showcase itself as a distinct platform that empowers artists by highlighting their music.
Image Credit: Apple
Key Themes Behind This Trend
- Independent Music Curation
- There is a disruptive innovation opportunity to partner with startups that specialize in providing a platform for independent artists, in order to curate unique playlists and expand the discovery of new music.
- Curated Playlists in Collaboration with Brands
- There is a disruptive innovation opportunity to partner with brands in different industries to create unique playlists that align with their brand messaging, such as workout playlists with fitness brands or movie soundtracks with film studios.
- Empowering Independent Artists
- There is a disruptive innovation opportunity to create platforms that empower independent artists to reach wider audiences, through opportunities such as curated playlists, live events, and mentorship programs.
Where This Applies
- Streaming Services
- Streaming services have a disruptive innovation opportunity to partner with startups and brands to highlight independent music and promote unique playlists that differentiate their platform from competitors.
- Marketing and Advertising
- Marketing and advertising agencies have a disruptive innovation opportunity to collaborate with streaming services and brands to create unique playlists that align with their campaigns and target specific audiences.
- Music Production
- Music production companies have a disruptive innovation opportunity to partner with startups and streaming services to empower independent artists by providing access to recording studios, mentorship programs, and opportunities to showcase their music through curated playlists and live events.
