Modern Day Entertainment, UNIFIED & Red Hill team up for NBL Cup entertainment

Modern Day Entertainment has partnered with UNIFIED Music Group and Red Hill Entertainment to provide live music to the inaugural NBL Cup, commencing this weekend.

The NBL Cup will bring together nine basketball teams for 36 games between February 20 and March 13, hosted at Melbourne’s John Cain Arena and the State Basketball Centre.

In a statement, the NBL said it is in a “unique position” to collaborate with the local music scene in a way no other league has done since the onset of the pandemic.

“It will provide great value for all sports fans, particularly families, who can watch the biggest stars of the league in double headers for the price of one game. We encourage everyone who hasn’t been to an NBL game before to come along and experience a fantastic night of entertainment,” NBL owner Larry Kestelman said.

Artists performing at the cup include new wave artist Steve Cousins, singer-songwriter Matilda Pearl, R&B act Jordan Astra, rapper Sophiya, MC Jordan Dennis, Jamaican-Australian singer/rapper/TikTok star Jaycee, and hip hop artist YNG Martyr.

Co-founder of Modern Day Entertainment Julian Palei said: “With the NBL perfectly placed as Australia’s premiere destination for sports fans and families, it felt like a natural fit for live music to be included as part of their program. We’re extremely excited at Modern Day Entertainment to join forces with Jaddan and UNIFIED Music Group in bringing emerging Aussie talent to the courts, and building on the amazing work the NBL is doing by creating an all round entertainment experience for patrons.”

CEO and founder of UNIFIED Music Group Jaddan Comerford noted the close ties between music and basketball.

“Bringing music to the NBL has been a dream for years and to now be doing it with Julian [Palei] and our friends at Modern Day Entertainment we are over the moon,” he said.

“Music and basketball has always been closely linked and we are thrilled to be able to put up and coming Australian music in front of basketball fans. This is just the beginning and we are grateful to the NBL for the opportunity they are giving to the Australian music industry.”

Co-founder of Modern Day Entertainment Nic GidleyKing added: “It’s an absolute pleasure to be pursuing this venture with a company like UNIFIED Music Group, who I very much admire and respect. Being in the position to work with the NBL and deliver a unique experience for Australian musicians & sports fans is an opportunity I’m proud of and grateful for.”

And director of Red Hill Entertainment, Aidan McLaren, said: “To be able to give new and emerging artists a platform like the NBL Cup to reach and entertain new fans is something really special and important. The atmosphere of these events is going to be amazing and for many of the acts involved it will be their first ever time performing in a stadium. We couldn’t be more excited to be partnering with the NBL, Modern Day Entertainment and Unified Music Group on these events and are really excited to see where this partnership and the entertainment element of NBL Cup will grow in the future.”

Tickets for the NBL Cup go on sale today.