An NBA First in Brooklyn.
In a borough called “The Planet” for its unparalleled diversity, setting the musical tone in an arena of 18,000 fans is a unique undertaking. Where else but Brooklyn do communities of every cultural origin on earth rub elbows so closely, move to the same sounds, and cheer for the same team? With the arrival of the Brooklyn Nets to their new home in Barclays Center, a challenge emerged: how do you entertain Brooklyn? ALL of it. At once.
For the Brooklyn Nets, the answer was J.PERIOD.
Hired to oversee the musical identity of the franchise debut at Barclays Center, J.PERIOD became the NBA’s first Music Supervisor, curating with Brooklyn diversity in mind and remixing for a next-generation NBA experience. J.PERIOD’s custom-produced Brooklyn edits, sound bytes and remixes set a new standard for NBA game soundtracks: fully customized, edited for game-flow, remixed to appeal to Brooklyn’s broad audience, brimming with borough pride.
Musical royalty Ahmir “Questlove” Thompson even took note, tweeting: Gotta say @BrooklynNets have THE best music sound bytes in their games. Big up @jperiodBK!
“I try to look at scoring a game like I would approach scoring a movie: find music that fits the energy of big moments in the game, and enhance those moments,” states J.PERIOD. “That doesn’t mean every moment needs to be high energy, but fans came to the stadium to have a good time and the music should help sustain that throughout the game.”
Called a “music guru” by Rolling Stone, J.PERIOD’s extensive knowledge of music and ability to juggle genres has definitely come in handy on the job. Season one’s setlist bridged the gap from James Brown to JAY Z, the White Stripes to Pharoahe Monch, and Michael Jackson to Biggie. Where better to push boundaries than Brooklyn?
“J.PERIOD has played an integral part in reinventing how we musically entertain our fans,” says the Nets’ Senior VP in charge of game entertainment, Petra Pope. “He has strong ties to the Borough of Brooklyn and the diversity it represents. We are fortunate to have him as a part of our team.”
“This is the most fun I’ve had playing music,” adds J.PERIOD. “As a Brooklynite for over 10 years and a lifetime hoops head, the chance to play a role in shaping the musical identity of the Brooklyn Nets is amazing. Barclays is the new epicenter of Brooklyn, and the arena experience is all about capturing that essence. At the end of the day, the goal is simple: help energize the crowd and make it fun for everyone… Brooklyn style.”
J.PERIOD’s signature sounds continue to shake the walls of the Barclays Center this season, including his newly-produced 2013-14 Brooklyn Nets Opening Theme, which plays before every game at Barclays Center.