Multiplatinum recording artist Curtis “50 Cent” Jackson and popular English rock band The Heavy are collaborating on the music for ESPN’s three-day presentation of the 2013 NFL Draft from Radio City Music Hall in New York, April 25-27.
50 Cent’s “New Day” and “We Up” from Shady/Aftermath/Interscope , as well as The Heavy’s “How You Like Me Now?” and “What Makes a Good Man” from British Independent label Ninja Tune, will be used coming in and out of commercial breaks and in highlight packages of this year’s NFL Draft prospects. Both artists recorded customized lyrics that embody the theme of athletic success and of players achieving their goal of playing professional football.
The Heavy’s 2009 hit single “How You Like Me Now?”, featuring both artists, will be used in the NFL Draft telecast open on Thursday, April 25 (8 p.m. ET, ESPN). ESPN conducted shoots with 50 Cent and The Heavy in New York in March. Video of the artists will be used in addition to their music. ESPN is also airing promo segments on SportsCenter, NFL Live and other shows leading up to the draft that incorporate the song.
“The songs we’ve selected from 50 Cent and The Heavy have a unique vibe that speaks to the experience of the NFL Draft and of being in the spotlight of New York for this unique event,” said ESPN music director Kevin Wilson. “This project has been a great collaboration and we are thrilled to expand our relationship with such talented artists.”
ESPN has worked with both 50 Cent and The Heavy on previous occasions. 50 Cent performed at the 2010 Winter X Games in Aspen and he will again be a featured performer at X Games Barcelona next month. He also recently worked with ESPN’s Friday Night Fights boxing series. The Heavy’s music has been used in ESPN’s college football coverage.
“I have a great working relationship with ESPN and was excited to participate. I can’t wait to see the draft,” said 50 Cent.
Added lead singer Kelvin Swaby of The Heavy: “It’s truly an honour to be associated with the NFL Draft. The event speaks volumes to our band. As all of the players selected for this event will know, the hours of practice, honing your craft, the discipline to take you to the next level, are all factors that get you to the professional ranks.”
ESPN 2013 NFL Draft telecast schedule (Apr. 25-27):
|Thurs., April 25||8-11:30 p.m.||NFL Draft (Round 1)||ESPN|
|Fri., April 26||6:30-10:30 p.m.||NFL Draft (Rounds 2-3)||ESPN/ESPN2|
|Sat., April 27||12 – 8 p.m.||NFL Draft (Rounds 4-7)||ESPN|
With over 32 million albums sold worldwide, Billboard magazine ranked 50 Cent as the most successful Hot 100 Artist of the 2000s. Now an actor, entrepreneur, producer and philanthropist, 50 Cent is currently working on his fifth album to be released later this year.
The Heavy will kick off its North American tour on June 10 in Washington, D.C. For information on dates, visit www.theheavy.co.uk.
For more information about music on ESPN, visit ESPN.com’s Music page
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