NBA Finals Debut 90-Second Theme by Nicholas Britell and Nas

3 articles · Updated · The New York Times · Jun 3

A new NBA Finals sound package by composer Nicholas Britell and rapper Nas is being rolled out on broadcasts, giving the league a fresh signature theme.
The push grew from Commissioner Adam Silver’s long-running interest in a recognizable NBA sound and Britell’s own ambition to write music for the league.
The collaboration first surfaced on April 18, when the playoffs opened with a 90-second promo, “Where Legacies Are Built,” pairing archival highlights with the new score.
The move updates a tradition of memorable basketball music tied to earlier eras, from NBC’s three-note chimes to John Tesh’s “Roundball Rock” and the Bulls’ use of “Sirius.”

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In an age of short-form content, why are sports leagues suddenly betting big on a single, signature sound for their brand?

Is blending a cinematic score with classic hip-hop a genius move or a culture clash for the NBA's new identity?