NBA Live 19: Nipsey Hussle, Devin Booker Celebrate at EA Sports Party

“I’ve always wanted to be the face of a franchise.” “People know who you are now,” he says.
“People like E-40, people like Jay-Z, Snoop Dogg, Busta Rhymes, people that have been relevant so many different eras,” he said. “They have certain abilities to adapt without never sounding like they played themselves.”
Following a warm reception from the hometown crowd, Nipsey lit up in recognition of L.A.’s wealth of talent.
“When I’m on tour, it’s the thing to do on the bus,” Lil Dickey told Variety. “It’s so addictive, you start playing and then two hours just passed.”
EA Sports took a page from the All-Star Weekend playbook for the launch of this year’s edition of the classic franchise, NBA Live 19. All-Star Weekend is the glammed out event of the NBA calendar, bringing together showmanship, music, branding and basketball.
“All those names built a new moment.” “I think Kendrick, myself, YG, Dom Kennedy, Jay 305, Ty Dolla, that’s all LA,” he said.
Attendees at Goya in Hollywood crowded an indoor court on Friday Night for a dunk contest scored by judges Nick Young, Jadakiss and Lil Dickey, followed by a performance from LA hip-hop icon Nipsey Hussle, with a cameo from fellow west coaster, YG. Meanwhile, gamers got to try out NBA Live, which included an updated LeBron in Lakers purple and gold.
While rappers want to be ballers and ballers want to be rappers, do rappers want to be gamers? The answer is yes.
Also in Hollywood last night, Josh Groban, George Takei, musician Yoshiki and Mayor Eric Garcetti were on hand for the launch of Japan House Los Angeles, a new two-floor complex promoting Japanese culture at Hollywood & Highland.” />
“I think you can understand something without it being native to you,” said Nipsey, who came on the scene via his own mixtape in 2005.
As gaming has evolved, so has the attention to detail. The game also incorporates aspects of backstory, character creation and a dominant soundtrack. From new haircuts to newly released signature sneakers, EA updates player attributes throughout the season, in real time.
Seeing a video game version of themselves is a childhood fantasy come true — and way to further connect with fans — for NBA players.
“I used to be the kid looking up to other athletes,” says Devin Booker, the go-to guard the Phoenix Suns signed to a five-year, $158 million max contract in July.
As video games evolve, so has hip hop. With a new wave of artists, veterans like Nipsey and Jadakiss are watching closely to see where they take genre.
“This is a culture. Diddy” Combs' Bad Boy label. “I think it’s always good to embrace the new,” said Jadakiss, who debuted in 1994 under Sean “P. This is an art form.”
“The culture is specific here,” he added. So I think it’s an example of a slow cook. “It’s been years of growing an audience. We put it all together organically.”
“Myself and my brothers, the Lox, we always embraced the new cats,” he added, “because it’s good to give them that game, that wisdom, just to keep the culture going.”
So, EA did something about it and put them in the game. With face scan image capturing technology, Nipsey and YG had their likenesses captured backstage and were put in the game on the spot.

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