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Parasol Music partnered with NBC Sports to create a cinematic anthem for the return of the NBA Playoffs to broadcast, anchoring the campaign in urgency, legacy, and spectacle. At the center of the spot is a bold reinterpretation of Time Has Come Today, reimagined and performed by Ludacris. The result is a powerful, culturally resonant campaign that signals a new era for the NBA on NBC and Peacock—balancing heritage with a forward-looking creative vision.

Parasol Music’s role
Parasol Music produced and delivered a custom reinterpretation of an iconic record, worked directly with Ludacris and his team to execute the concept and vision, recorded all elements and edits for this spot. End to end, this process was roughly 2 weeks from initial concept to refining the music, recording vocals, and shooting/editing the spot.

Impact

National broadcast debut across major live sports programming
Positioned the NBA Playoffs return to NBC as a premium, must-watch cultural moment
Reinforced Parasol’s strength at the intersection of music, sports, and storytelling