Set Free Richardson, popularly known as DJ Set Free, has been merging art, hip-hop and sports since the 1997 launch of his And1 Mixtape.From the merch and branded clothing players sport on and off the court to the music they listen to to get hyped before the big game, you can’t experience any sports game in 2020 without being immersed in hip-hop music, art and culture.
The reimagined logo shows a basketball player with his right first in the air, inspired by Tommie Smith and John Carlos atand a silhouette of Michael Jordan with a basketball on his left hip. For Richardson, inspiration also came from an old neighborhood phrase: “When I was younger there was a saying that I remember, which was ‘hold the rock, stop the ball,’” he tells For The Culture. “That is what came to mind after players began opting out of the season. I translated that into image form.
Richardson discovered his love of art at a young age. At 14, long before his career merging music, sports and visual arts, he had his first experience as a performer DJing in the 1980s South Bronx.“I don't think we as humans have an understanding of what art is.” says Richardson. “You know, when we’re growing up, our parents get us toys right from the start. But before you got your first toy, it was an object and a product that was conceptualized by an artist.
Soon after, Richardson enlisted artists including Busta Rhymes, Mos Def and Questlove to provide soundtracks to basketball highlight footage. Richardson would reward them with the eyes and ears of basketball’s finest.
They scared of us that's why
I maybe a stupid white guy, but even I can see the blatant hypocrisy and sell out mentality of the NBA. Seriously you might as well call it the united chinese league of fools playing a once American sport....
Yea, thanks NBA for popularizing a genre that made disparaging women commonplace.
Glorifying prostitution, drug dealing, and murder in poor communities is anti-culture.
NBA viewership is tanking. Write about that.
The league became 98% Black ? But they Opressed so we go With....When Whoop there it is Was released ? My Final Answer.