NBA 2k Scores with Classic 60s Soul
The newest incarnation of the wildly popular game NBA 2K has been released to plenty of hoopla. Promoting “NBA 2k18” is the campaign “Handshake” which premiered September 8th. Serving as the sonic backdrop for the entire 2:37 film is The Soul Blenders 1968 masterpiece “Blending Soul.” The song is from the catalog of Phoenix record producer “Mighty Mike” Lenaburg who is known for producing some ultra-funky Soul records in the unlikely outpost of Phoenix, AZ in the 1960s. Now in the hands of Fervor Records, the music has taken on a new life across all media. Starring plenty of NBA royalty, the NBA 2k18 spot was featured as “Ad Of The Day” by industry trade ADWEEK. Enjoy “Handshake” on YouTube, and “Blending Soul” on the Fervor Records double LP “Mid-Century Sounds: Deep Cuts from the Desert,” and across Apple, Amazon, and Spotify!