Most NBA players use music to pump themselves up or focus themselves before every game. Music and the NBA just seem to go really well together. In 2009, we decided to officially embrace the synergy between music and professional basketball by creating a TV campaign of ‘mashups’. This campaign utilizes the NBA's exclusive library of video and audio content to create actual songs.The vocals are the actual sound bites of players and coaches from the NBA put to a beat. The players themselves reinforce the core principles of the league, like defense and determination.