ABOUT

Insight
Music is the ultimate motivator – whether you are the greatest in the game preparing to play or a fan getting ready to watch.
For over a decade, Beats by Dre has powered these moments before the game begins. And with Beats becoming the official headphone sponsor of the NBA and LeBron James beginning his next chapter as a Laker, the moment has never been bigger.

Idea
A celebration of The King’s arrival in Los Angeles.
Set to the classic LA hit California Love by Tupac and Beats by Dre founder Dr. Dre (with vocals by Roger Troutman), the film shows how music rallies both LeBron and fans all over the city – from Hancock Park to the neighborhood taco truck to Staples Center itself – as anticipation builds in the countdown to game time.

Impact
The work debuted on national television during the Lakers’ season opener and has been featured in high-profile matchups since.