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Games publisher 2K partners with SoundCloud to find emerging artists’ music for NBA 2K22 soundtrack
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Video game publisher 2K has partnered with Soundcloud to give new artists the chance to have their original songs added to the soundtrack to the popular basketball game, NBA 2K22.The third annual ‘2K Beats: The Search’ started on November 17, and artists can submit as many original tracks as they want, for consideration no later than 1 p.m. 23:59 ET on December 15th.

David Kelley, Senior Manager for Global Partnerships and Music Licensing at 2K, said: “The NBA 2K soundtrack has evolved in recent years as a true platform for music discovery, where our players can experience tracks from new and aspiring musicians to some of the biggest global superstars out there.This year, we partner with SoundCloud, a top-notch independent music platform and an industry leader as one of the most forward-looking platforms out there.

Shauna Alexander, Global Vice President of Brand Partnerships at SoundCloud, added: “SoundCloud’s role in breaking music and connecting a young, diverse, and influential community of artists and fans is unrivaled.“Coupled with the NBA 2K soundtrack, a top place to uncover what’s new in music, ‘2K Beats: The Search’ offers artists on SoundCloud an incredible opportunity to reach a wider audience and engage with new fanbases.

2K is also home to the PGA Tour and WWE video game series.Emerging artists can submit original music to 2K and SoundCloud on the official ‘2K Beats: The Search’ website.Repost artists can submit through the Pitch to Partners tab.Additionally, artists can tag @NBA2K and @SoundCloud with #2KBeatsTheSearch on social media.Winning artists will be added to the NBA 2K22 soundtrack in 2022.

“This 12 months, we’re collaborating with SoundCloud, a high discovery platform for impartial music and a frontrunner within the trade as probably the most artist ahead platforms on the market.
“By becoming a member of forces with them, NBA 2K is trying to encourage these artists to create new music that has an impression and provides them the potential alternative to be heard by thousands and thousands of our gamers.

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