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