Timbaland is juggling a slew of projects at the moment: he's been in the studio with Justin Timberlake and Diddy, hinted at collaborations with Missy Elliott and Drake and is helming the 20-track Empire: Original Soundtrack, Season 2 Volume 2 album due out April 29 -- not to mention his own Opera Noir project that's still in the works. But don't expect him to share many details about everything that's on the way; these days, the super-producer is more about showing rather than telling. Today (April 12) he unveils his new collaboration with the NBA, an original song called "Every Second Counts" that will appear in an ad debuting tonight on TNT and airing throughout the NBA Playoffs and Finals.
The 30-second spot is part of the NBA's This Is Why We Play advertising campaign, which launched at the beginning of the season, and will premiere at some point during tonight's double-header featuring the Memphis Grizzlies vs. Los Angeles Clippers and the Oklahoma City Thunder vs. the San Antonio Spurs before the regular season comes to an end Wednesday. "I thought it was a brilliant idea," Timbaland told Billboard on Monday about the opportunity, which was presented to him by business partner Steve Stoute and executed through his partnership with Jingle Punks. "He just thought the music that I create would be perfect for what they're looking for."