Games publisher 2K partners with SoundCloud to find emerging artists’ music for NBA 2K22 soundtrack – Music Business Worldwide

Video games publisher 2K has partnered with Soundcloud to give emerging artists the chance to have their original songs added to the soundtrack for the popular basketball game, NBA 2K22.

The third annual ‘2K Beats: The Search’ kicked off on November 17 and artists can submit as many original tracks as they like for consideration by 11:59 pm ET on December 15.

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.

SoundCloud 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.

The news follows SoundCloud‘s partnership with music creation platform Splice, who joined forces to launch a new emerging artist program, Nova, in October.

“The NBA 2K soundtrack has evolved in recent years as a true platform for music discovery.”

David Kelley, 2K

David Kelley, Senior Manager of 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 are collaborating with SoundCloud, a top discovery platform for independent music and a leader in the industry as one of the most artist forward platforms out there.

“By joining forces with them, NBA 2K is looking to inspire these artists to create new music that has an impact and gives them the potential opportunity to be heard by millions of our players.

“We’ve seen incredibly diverse and amazing talent uncovered through ‘2K Beats: The Search’ already, and we can’t wait to hear what’s next.”

“SoundCloud’s role in breaking music and connecting a young, diverse, and influential community of artists and fans is unrivaled.”

Shauna Alexander, soundcloud

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.

“This is the perfect first of many opportunities to collaborate on expanding avenues for new music discovery for both SoundCloud and NBA 2K.”Music Business Worldwide