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NBA star Carmelo Anthony has finalized a joint venture with his imprint Krossover Entertainment and Atlanta-based record label Block Entertainment.

For the last few years, Block Entertainment has been a consistent force in Atlanta’s music scene due to the star power of Yung Joc, Gorilla Zoe, and Boyz N Da Hood.

The joint deal will initially focus on promoting the national debut of Atlanta artist Diego Ca$h.

Locally, the Eastside rapper has been making a name for himself on mixtape collaborations with DJ Drama (Gangsta Grillz), DJ Smallz (Kill Ya Self), and DJ Paperboi (800 Bodies).

With ‘Melo’s roster already including Philadelphia emcee Cassidy, Diego Ca$h feels blessed to come into a label situation surrounded by experienced industry professionals.

“I am privileged to be in a position where I am able to work with such seasoned individuals in the music industry,” Ca$h stated to AllHipHop.com. “I plan to continue to create quality rap music while furthering my brand as a rap artist.”

Carmelo Anthony is aware that many fans don’t take basketball player labels seriously.

With his recent signing and joint label venture, the Denver Nuggets star expects fans to begin recognizing Krossover Entertainment as a legit entity in Hip-Hop music.

“By joining forces with Block Entertainment, I am looking forward to a great business relationship,” Anthony stated to AllHipHop.com. “In addition to long term musical success, this movement will mark new territory in not only the Atlanta market but all over the country as well.”

Diego Ca$h’s latest mixtape, 800 Bodies, is available at www.krossoverent.com.

Carmelo Anthony and his Denver Nuggets team do battle tonight with the Los Angeles Lakers (9PM ET, ESPN) in game 2 of the Western Conference Finals.

The Lakers currently lead the series 1-0.