The NBA 2K 16 soundtrack is the most extensive its ever been – with original playlists from DJ Premier, DJ Khaled & DJ Mustard. To promote the soundtrack we wanted to do something that was true to hip-hop and referenced the fact that Spike Lee was directing the game’s storyline. We went retro and created custom NBA 2K boomboxes, putting the playlists on mixtapes with hand-written track listings and drops from Spike Lee. Radio Raheem would be proud.
Premium packages were sent to celebrity gamers, DJs and NBA players – with fans competing to win their own boombox. The online demand showed the power of offering a tangible collector’s item in today’s digital world.
I tapped into my young journalism days and interviewed the three DJs who provided the game’s soundtrack. We spoke about the relationship between hip hop & basketball and then hit the club.