Superstar Kanye West has just announced a partnership with the NBA to release a playoff themed version of his hit single “Amazing.”
Produced by NBA Entertainment, the video incorporates “Amazing” as the musical backbone while featuring memorable clips of past NBA postseasons with LeBron James, Kobe Bryant, Dwyane Wade, and Paul Pierce.
Having previously utilized Hip-Hop artists like Busta Rhymes for their shows, the NBA feels that Kanye’s crossover popularity and eclectic music acumen is a perfect way to kick start this year’s anticipated playoff run.
“We have very strong relationships with music labels, which are well aware of the NBA’s global reach and diverse audience,” Charles Rosenzweig, Sr. Vice President of NBA Entertainment and Player Marketing told AllHipHop.com. “Naturally, from time to time, they will reach out to us with unique opportunities such as this one. This is a classic case where we heard the song and knew right away it as the perfect fit with our overall campaign. It was a no-brainer.”
Rosenzweig also acknowledged that music and sports have had a symbiotic relationship for years, and that many NBA players seek to emulate music star images and lifestyles.
“For decades, the NBA has enjoyed an extensive relationship with the music industry — it is part of our game, our presentation, our marketing,” he stated. “There is also an extraordinary connection between music and sports. All music stars want to be NBA stars and all NBA players want to be music stars.”
The Young Jeezy-assisted “Amazing” will be Kanye West’s third single from the platinum 808’s & Heartbreak.
An original Hype Williams video was recently filmed in Hawaii.
The 2009 NBA Playoffs are set to begin on April 18 with national games airing on ESPN, ESPN 2, ABC, TNT, and NBA TV.
The NBA “Amazing” video can be viewed below: