April 16, 2009 06:44:19 GMT
NBA's commercial video promoting this season's playoffs features Kanye West's song 'Amazing' as well as montage of memorable performances from the last season's games.
Kanye West's single entitled "Amazing" has been chosen as a theme song for this season's NBA playoffs. Featured in the playoffs' new commercial video, the track fits perfectly to the NBA's slogan, which coincidentally has been "Where Amazing Happens", for the last two seasons.
The promo video starts with Kanye's voice singing lines "I'm amazing/ I'm the reason/ Everybody fired up this evening." It then continues showing a bunch of last season's memorable performances by NBA stars LeBron James, Kobe Bryant, Dwyane Wade and others with Kanye's song being played as the background.
"For decades the NBA has enjoyed an extensive relationship with the music industry - it is part of our game, our presentation, our marketing," Charles Rosenzweig, the league's senior vice president of entertainment and player marketing, comments. "This is a classic case where we heard the song and knew right away it was the perfect fit with our overall campaign."
"Amazing" is a song where Kanye collaborates with Young Jeezy. It is the third single taken from his fourth studio album "808's & Heartbreak", which has been in stores since November 2008. Its music video, due to come out soon, is filmed in Hawaii and directed by Hype Williams.
In related news, Kanye West has teamed up with The Killers' frontman Brandon Flowers and actor Jared Leto. "I was working on this dope ass song when Jared and Brandon stopped by. I played them some of the new Jeezy beats and before everybody bounced, Brandon hopped on the keyboard and I hopped on the MPC. S*** was dope," he says.
Kanye West's song featured in NBA Playoffs' commercial video: