For the last 25 years, NBA 2K has connected with the hip-hop space with its basketball gameplay and love for the culture.
has become an influential platform where basketball and hip-hop culture intersect, creating a place where fans can enjoy the best of both worlds,” says David Kelley, director of partnerships and licensing at 2K Games. Our goal has always been to be a global platform for music discovery for our players. We want to both honor the culture that came before but also push that musical culture towards what’s next and upcoming, just like how NBA basketball has always done the same for hip-hop.
The previous night, 2K set up a launch event for the game in Brooklyn, where they laid out the welcome mat for many hip-hop stars, such as Boogie and Swae Lee, to experience the game in advance. 2K enthusiasts got the best of both worlds, experiencing a collision course between watching NBA stars like Cade Cunningham and Tim Hardaway Jr. compete on the gaming console and watching rappers such as Lil Uzi Vert grace the stage to perform some of their biggest hits.
Like Swae Lee, Boogie’s love for 2K stemmed from competition, especially after winning a $20 bet against one of his friends. “I fell in love with 2K my first time winning money off the game. I won $20,” remembers Boogie, who lost to Cunningham in the tournament finals. “When it comes down to 2K, we was playing since like “Now that we doing things [different in-game features] like MyPlayer, and go into the park, we get to see all the cool add-ons that make the game fun.”
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