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'NBA Live 2003' Busta Rhymes (erm...)

by Thomas on Oct. 12, 2002 @ 8:27 p.m. PDT

Electronic Arts and J Records just announced a co-marketing venture beginning with EA SPORTS NBA LIVE 2003. Platinum J Recording artist, Busta Rhymes will act as a spokesperson for the game. Busta will also be an unlockable character within NBA LIVE 2003. The two companies will develop further initiatives including viral marketing, street teams, and grass-roots initiatives, as well as retail alliances.

Busta Rhymes recorded a special version of the Flipmode Squad track "Here We Go" specifically for inclusion on the EA SPORTS TRAX for NBA LIVE 2003. Listeners can hear the single, and see excerpts of Busta Rhymes in-game at www.nbalive.com and in NBA LIVE 2003 which shipped to stores this week on five platforms including the PlayStation®2 computer entertainment system, Nintendo GameCube™, the Xbox™ video game system from Microsoft, the PlayStation console, Game Boy® Advance and PC.

"We're excited about the new dimensions this relationship gives to Busta's new album and to his audience," comments Tom Corson, Executive Vice President of Worldwide Marketing and Sales for J Records. "In working with EA, we look forward to expanding our horizons for our artists and opening new doors for their music. This is convergence in action!"

"J Records is thrilled to forge this creative partnership with EA and NBA LIVE," comments Donna Clower, Senior Director of Strategic Marketing for J Records. "Video games are an original and strategic place to introduce new music and an innovative tool in helping to launch a new single on a grass-roots level. In the case of Busta Rhymes, he is a huge gamer himself and a character in the game, and I'm certain that his fans will be excited by this fun and inspired use of his music."

"Clive Davis and J Records truly understand the value of music in games and have worked closely with us from the inception of EA TRAX to form an impactful relationship," said EA Worldwide Executive of Music and Audio Creative Steve Schnur.

In addition to Busta Rhymes, several other J Records recording artists will be featured in NBA LIVE 2003 EA SPORTS TRAX including Monica featuring Jermaine Dupri, and Lyric.

EA's latest debut of new and exclusive music tracks for NBA LIVE 2003 basketball video game also includes Snoop Dogg, Fabolous, Angie Martinez, Brandy with Fat Joe and Just Blaze among others.

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