The National Basketball Association (NBA) has tapped Kendrick Lamar’s newly-released single, “i” to serve as the soundtrack to the upcoming 2014-15 season.
According to AllHipHop.com, K-Dot’s record, which samples The Isley Brothers’ “Who’s That Lady,” will be featured in promotional videos for the season.
In addition to appearances from NBA ballers Carmelo Anthony, James Harden, LeBron James, and Dirk Nowitzki, Kendrick also appears in one of the newest promotional videos for this season. The TDE lyricist will also perform “i” at the NBA/TNT concert on Thursday, October 30.
“i” is also featured in the movie trailer for the upcoming film Top Five, which stars Chris Rock, Rosario Dawson, Kevin Hart, Cedric The Entertainer, and more.
Just recently, the Compton, California rapper received praise for “i” from fellow artist Tech N9ne. Tech revealed that the song would be “humongous” and would be featured in a variety of commercials.
“Why they say that ain’t Kendrick? That’s Kendrick, baby,” Tech N9ne said during an interview with Montreality last month. “And that’s the Isley Brothers too. You can’t go wrong…You know how good this gon’ sound live on stage with a live band? Y’all mothafuckas don’t understand that music. They don’t know that that’s [the] old Isley Brothers song, ‘Who’s That Lady’…If the [young] mothafuckas knew what it came from they would respect it. That’s Kendrick. That’s Kendrick. That’s my nigga all day…That’s dope. That’s gon’ be humongous. That can be—That music’s gonna be in commercials for Beats and everything.”
The NBA promotional video featuring Kendrick Lamar can be found at NBA.com.