“Shout-out to the sponsor…” Indeed. Brooklyn’s own Joey Badass has had a hell of a run recently, dropping a new album, featuring on prestige cable show Mr. Robot, and now crafting an exclusive music video for Mountain Dew’s The Courtside Project.
Filmed during a live Joey Bada$$ performance for fans during All-Star 2017 at DEW’s Courtside HQ Event in New Orleans, the collaboration is the first project from the DEWxNBA Courtside Project, a partnership between the NBA and Mountain Dew that brings together NBA players and trendsetters across style, art and music. The song itself is not on his new album, All-Amerikkkan Badass, but was created in collaboration with the brand for Courtside.
The new video features cameos by Mountain Dew-sponsored NBA players that stopped by Courtside HQ, including Russell Westbrook, Devin Booker, CJ McCollum, Myles Turner and Emmanuel Mudiay, and the track was produced by Kirk Knight and Adam Pallin.
Joey said of the collaboration:
“I’m excited to be a part of The Courtside Project. It’s the fusion of several different worlds — from basketball to music, style and art — that are not all separate streams anymore, they are interconnected. I always want to encourage the youth to be themselves and pursue their dreams, whether those are hoop dreams, GRAMMY dreams, or PhD dreams.”
The video itself is a colorful celebration of the sport, featuring laser light, neon blacklight paint, and of course players showing their stuff on the court. “Victory” itself is a banger that could stand alongside any of Joey’s recent singles, and will be one of those projects you find yourself hunting down on Youtube years later, like the best brand collaborations of the past — i.e. “Fresh Air” x The Cool Kids or Jadakiss’ “A5.”
Check it out and let us know what you think.
