Grammy-winning and multi-platinum producer Mike WiLL Made-It is releasing his electric new single ‘Different Breed’ featuring Latto and Swae Lee.

Mike WiLL and Ear Drummers / Giant Music are teaming up with ESPN to premiere the single in its NBA Tip-off TV spot coverage promoting the upcoming NBA season. This marks the third straight year of NBA on ESPN custom music strategy as ESPN taps Mike WiLL as the lead music producer to curate music throughout the NBA season. 

This collaboration comes on the heels of Mike WiLL’s latest single “Blood Moon” featuring Lil Uzi Vert. Mike WiLL’s participation in this project is nothing short of expected, given his illustrious track record in the realm of producing chart-topping hits for an array of Hip-Hop and the NBA’s beloved artists, including Kendrick Lamar, Miley Cyrus, Nicki Minaj, Future, and so many more. 

The NBA on ESPN custom music strategy features artists and producers in the music industry who remix, produce, and create music around major NBA moments with ESPN. These priorities outside of NBA Tip-off include NBA In-season Tournament, Christmas Day, Saturday Primetime matchups, NBA Play-in Tournament, NBA Playoffs, and NBA Finals.

The ESPN promotion featuring ‘Different Breed’ debuted for the first time on Oct. 16th during ESPN’s Monday Night football and will continue to run across linear, social, and production leading into ESPN’s NBA opening night coverage on Oct. 25 featuring matchups between the Boston Celtics vs. New York Knicks and Dallas Mavericks vs. San Antonio Spurs.

“It didn’t take us long to figure out that Atlanta music, Mike WiLL, and NBA on ESPN were a strong cultural fit,” said Curtis Friends, Vice President of Sports Marketing, ESPN. “Mike WiLL Made-It is cooking up his recipe for the NBA on ESPN custom music strategy that will set the tone for fans throughout the season.”

Said Matt LaMotte, Managing Director of Giant Music: “As an independent record label, nothing excites us more than collaboration and creativity. We couldn’t ask for better creative partners than Mike WiLL and ESPN.”

Said Mike WiLL Made-It: “This is the perfect partnership because I make the music people want to ball to.”

In year 2 of the NBA on ESPN custom music strategy, ESPN collaborated with Ty Dolla $ign, Janelle Monáe, G Eazy, Myke Towers, A Boogie Wit da Hoodie, and others.

About Mike WiLL Made-It:

A leading force in Atlanta’s commercial rap supremacy for the better part of the 2010s, Mike WiLL Made-It began working with Gucci Mane as a teenager at the age of 17 and rode that momentum to establish and sustain a mainstream presence with imposing productions for high-profile artists spanning Hip-Hop, R&B, and Pop. Since topping the Billboard’s Hot R&B/Hip-Hop chart for the first time with Kanye West, not a year has passed without a hit from the producer. He is behind lean, imposing hits by the likes of Kanye West, Beyoncé, Rae Sremmurd, and Kendrick Lamar. Among his highlights are top ten pop entries with Lil Wayne’s “Love Me”, Miley Cyrus’ “We Can’t Stop”, Beyoncé’s “Formation”, Rae Sremmurd’s “Black Beatles”, and Kendrick Lamar’s “HUMBLE.” The last of which has won a Grammy for Record of the Year. Mike WiLL Made-It’s rise to stardom continued with him releasing an assortment of collaborative headlining projects, including albums such as Ransom 2 and Creed II: The Album.