And that is rap music. African-American culture has played a key role in this connection. In fact, it is the genre that best captures the essence of basketball: swag, attitude, explosiveness and style, all combined with an added touch of aura on the court.
From the 1990s with Tupac, The Notorious B.I.G. and Nas, to the 2000s with Snoop Dogg, Kanye West and 50 Cent, and into the new era with Migos, Future, NBA YoungBoy, Lil Uzi Vert and Young Thug – along with many other artists we haven’t mentioned and we’re sure you could add yourselves.
The whole vibe and aesthetic of rap music fits perfectly with the sport, as it is built around “from zero to hero” stories. That is exactly what rappers narrate through their music, and what most basketball players can relate to. From the hood, insecurity and uncertainty in the blocks, to survival through difficult environments and for many, growing up without one or both parents and being forced into adulthood at a very young age.
These are stories told both by rappers in their songs and by basketball players through their own journeys. And now, they find themselves where they always dreamed of being: at the top. From nothing, having built it all themselves, some with a microphone, others with a basketball. These are stories that are not so different after all, which is why they are so deeply connected.
This culture has also made its way into arenas and stadiums. Quavo has become a symbol of the Atlanta Hawks, Snoop Dogg once of the Lakers, and Travis Scott of the Houston Rockets. We have often seen players and rappers hanging out together, such as James Harden, and even appearing in music videos, like Kawhi Leonard in “Way 2 Sexy” by Future, Drake and Young Thug.
It goes without saying that rap music is played in arena warm-ups and even during games. It is part of the overall culture of both worlds. And of course, this is also because, unlike in Europe where football dominates the streets and playgrounds, in the United States there is a basketball hoop on practically every block.