By Kyle O'Brien | Creative Works Editor

April 20, 2018 | 2 min read

The NBA Playoffs are going full-bore, and ESPN has once again enlisted recording artist and Grammy Award-nominee J. Cole in a new playoffs campaign.

The spot features the exclusive broadcast debut of J. Cole’s song 'ATM,' fresh from his new highly-anticipated album KOD, which is available now through Dreamville Records, Roc Nation and Interscope Records.

The spot starts with a text relay of someone asking "Yo, you seeing this?" which is followed up by a slow-motion dunk by LeBron James. The text back says "Too easy." From there, the text statements are highlighted by dunks, incredible shots and memorable memes to bring the hype for the next slate of games.

Also announced previously, ESPN debuted a special broadcast open featuring J. Cole that is currently airing on ESPN and ABC telecasts.

Entering its second weekend of NBA Playoffs coverage, ESPN and ABC’s viewership is off to its best start in seven years (since 2011). Through five games, ESPN and ABC combined to generate an average of just over four million viewers during opening weekend, up 5% year over year.

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