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Timbaland Brings Hip Hop to Hockey

Last Updated: October 22, 2021
The iconic producer’s Beatclub platform is joining forces with the NHL for special postseason programming.

Fans attending or tuning into NHL games throughout the rest of the Stanley Cup Playoffs and beyond can expect to hear some all-new hip hop beats through arena speakers across the league. On Tuesday, the league announced a new partnership with legendary producer Timbaland and his new socially-driven music marketplace, Beatclub.

It’s a collaboration that has a chance to be a legit game-changer for NHL players, fans, and hip hop.

“The collaboration no one saw coming! I’ve always loved the speed and passion of NHL action and we at Beatclub are ready to bring a whole new level of excitement with the music we have planned for the League and its teams,” the multitalented musician said in announcing the new partnership.

Details of the deal have Beatclub providing custom music, beats, and songs for the duration of the 2020-21 postseason, including the 2021 Stanley Cup Semifinals and Stanley Cup Final, as well as the upcoming NHL Draft and Expansion Draft.

As part of the agreement, Beatclub will provide music for various additional NHL productions and events, including:

  • Television and radio broadcasts of NHL games and events
  • In-arena integrations and concerts
  • Across social media and other digital platforms
  • In the weekly documentary series, “Quest for The Stanley Cup
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A New Era for Music in the NHL

Details of how the deal came to be, first reported by Rolling Stone, show the league had been looking to move on from the days of rock and roll monopolizing the sonic aesthetic of the sport.

“Hockey highlights are awesome when set to hip hop, so we’re thrilled to have Timbaland and his partners come together with us at the most exciting time of our year, the Stanley Cup Final,” Steve Mayer, NHL Chief Content Officer, said in the league’s announcement. “This new curated library of music is another example of how the NHL is listening to what our young fans and players are asking for and is happy to deliver. We’re psyched to be working with one of the greatest music producers of all time.”

The collaboration is a big deal for Beatclub — especially as it relates to boosting exposure and users. An early version of the platform went live just a few months ago, and has already drawn star power from J. Cole and a growing roster of A-list creators.

It means a lot for the game of hockey, too.

Not only will the NHL be granted access to pre-existing songs in the Beatclub library, but it also means more remixes and entirely original, exclusive songs will be available— along with some one-of-a-kind experiences.

“In this day and age, to have that usage for a lot of different platforms — not only our broadcast platforms, but our social platforms too — that’s super exciting,” Mayer told Rolling Stone. “This is different from a lot of our other partnerships, wherein we take music that’s already been created and insert it into our world. Timbaland and the group of producers he’s working with are the best in the world. We want someone with fresh eyes to look at what we do and kind of grow with us.”

With the announcement of this new partnership, not to mention some stellar playoff matchups currently ongoing, hockey fans can expect some hits of a different variety in the weeks ahead.