‘It’s where we want to be’: Ice Cube sees BIG3, Triller as ideal media partners

‘It’s where we want to be’: Ice Cube sees BIG3, Triller as ideal media partners

Having recently celebrated his 52nd birthday, Ice Cube’s place as an OG in hip hop has long been cemented, but he’s not stuck on the old ways of doing business. 

Cube told The Athletic that the BIG3 basketball league, co-founded with entertainment executive Jeff Kwatinetz, is committed to that, as evidenced by its partnership with video-sharing social media platform Triller that was announced last week ahead of the league’s fourth season.

As the sports world continues to merge more with culture, lifestyle and entertainment, Cube said adding Triller as a media partner along with CBS made sense, as both entities target a similar demographic.

“It’s where we want to be,” Cube said.

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