Big Things Are Happening For Independent Recording Artists

Steve Stoute launched his United Masters initiative on Thursday (November 8) with his friend, Kanye West, by his side. The ‘Yesus’ rapper attended the launch event in San Francisco with his daughter, North West.


Many were excited to learn of Steve Stoute’s new partnership with the NBA, which will give independent artists the opportunity to have their music featured on the various digital platforms of the association, which include Snapchat, Twitter, Facebook, and Twitch.

“I think the NBA is like the new MTV,” Stoute tells VIBE. “I find myself watching them over and over and over again. I know what’s about to happen, but I still watch over and over again.”

Imagine an independent artist getting the exposure of repeated views for a single that would otherwise go under the radar due to limited connections and resources in the industry. The revolution would have the potential to be great. Such is what Steve Stoute hopes to bring via the United Masters’ partnership with the NBA.

“As a fan of music, the relationship between the NBA and music, it just feels so synonymous to me,” he explains. “I wanted to be able to take all these independent artists and give them an opportunity to not only be heard on a global level but to give them visuals that actually allow the audience, when they see, to connect to it.”

You can learn more about United Masters, and submit an application for inclusion, here.



Sarie is a writer and editor for BCK's Los Angeles division. She also shares stories on Medium that are meant to encourage thought and discussion. You can catch her outside enjoying nature and classical literature. Pop culture is pretty fun, too!

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