Rapper Talib Kweli Gets Major Exposure With Big Ten Basketball PSA

 Talib Kweli recently teamed with Team Works Media to produce a Big Ten Conference men’s basketball Public Service Announcement as part of a two-year comprehensive marketing and promotional program developed by the league office.

Kweli performs an original track he composed for the Big Ten Conference titled “Welcome to the Big Stage.”

The PSA premiered during the Fiesta and Orange Bowl telecasts and is presently airing on CBS and ESPN during Big Ten conference games, which started on Jan. 3.

“Talib is a talented artist whose poetry, musical lyrics and rhyme speak to the values of education, effort and literacy,” said Big Ten Commissioner Jim Delany. “Newsweek and the New York Times have both singled out Talib as one of the most intelligent lyricists in contemporary music today. We are extremely pleased that the Big Ten through Talib can communicate the energy, excitement and effort inherent in playing on ‘the Big Stage’ in the Big Ten Conference.”

Kweli appears in a 360-degree animated environment during the 30-second spot, as he performs on stage at a crowded underground show surrounded by monitors showing highlights from various Big Ten games.

The PSA has also been customized into 11 different versions, one for each Big Ten school, with team-specific highlights.

“Welcome to the Big Stage” will air during all televised Big Ten games nationally and regionally. The spot will also air during in-arena games.

Big Ten men's basketball led the nation in total attendance for the 29th straight season. Last year, 2,255,332 fans attended Big Ten basketball games.

Click here to view the PSA.

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