Talib Kweli recently
teamed with Team Works Media to produce a Big Ten Conference men’s basketball
Public Service Announcement as part of a two-year comprehensive marketing and
promotional program developed by the league office.
Kweli performs an original track he composed for the Big Ten
Conference titled “Welcome to the Big Stage.”
The PSA premiered during the Fiesta and Orange Bowl telecasts
and is presently airing on CBS and ESPN during Big Ten conference games, which
started on Jan. 3.
“Talib is a talented artist whose poetry, musical lyrics
and rhyme speak to the values of education, effort and literacy,” said
Big Ten Commissioner Jim Delany. “Newsweek and the New York Times have
both singled out Talib as one of the most intelligent lyricists in contemporary
music today. We are extremely pleased that the Big Ten through Talib can communicate
the energy, excitement and effort inherent in playing on ‘the Big Stage’
in the Big Ten Conference.”
Kweli appears in a 360-degree animated environment during the
30-second spot, as he performs on stage at a crowded underground show surrounded
by monitors showing highlights from various Big Ten games.
The PSA has also been customized into 11 different versions,
one for each Big Ten school, with team-specific highlights.
“Welcome to the Big Stage” will air during all televised
Big Ten games nationally and regionally. The spot will also air during in-arena
Big Ten men’s basketball
led the nation in total attendance for the 29th straight season. Last year,
2,255,332 fans attended Big Ten basketball games.
to view the PSA.