How Hip-Hop Fueled the New York Liberty’s Fiery Finals Run

As the WNBA continues to soar, courtesy of its tremendous female athletes, rising young talents, and nail-biting moments, one team exudes a swagger and moxie that has been hard to replicate all season long: the New York Liberty.

Not only are the Liberty backed up by two-time league MVP Breanna Stewart, three-time All-Star Sabrina Ionescu, and five-time All-Star and former MVP Jonquel Jones, but they also have the hip-hop world championing their every move and dribble along the way. And now, the team stands on the brink of a historic triumph: clinching its first-ever title in franchise history, after a hard-fought Game 3 victory Wednesday night (Oct. 16) against the Minnesota Lynx in the WNBA Finals.

“The New York Liberty is restoring the feeling of pride in the streets of New York,” Ja Rule tells Billboard over email after performing at halftime of Game 2 of the Liberty’s first-round series win against the Atlanta Dream last month. “Watching Breanna Stewart take someone in the post, and the crowd erupts, is the similar feeling to hearing the distant roar of the cheers from inside Yankee Stadium through the adjacent blocks outside of the Bronx when Derek Jeter slaps a home run! In translation: New York, we are back, baby! And we are on the backs of the New York Liberty.”

What originally was the home that Jay-Z built in 2012 when he christened the Barclays Center as a former part-owner of the Brooklyn Nets has morphed into a basketball wonderland operated by the Liberty. After reaching the WNBA Finals last year, there’s been a growing appetite for seeing the team compete, especially amongst hip-hop stars. Since then, the Liberty has had Swizz Beatz, Alicia Keys, Common, Jennifer Hudson, Fat Joe, and A Boogie wit Da Hoodie attend its games on multiple occasions, cheering them on from the sidelines.

This connection to hip-hop royalty is not just a massive win but a source of pride for Liberty, whose chief brand officer, Shana Stephenson, wanted to take the next step: inviting artists to perform at the team’s home games. Stephenson, a born-and-raised New Yorker, is an avid lover of ’90s hip-hop and saw an opportunity to bridge the gap between her two loves, women’s sports and music.

“New York is full of rich culture, and hip-hop is a key ingredient,” she says. “Basketball and hip-hop go hand in hand in hand. As someone who loves hip-hop and grew up in ’90s hip-hop, it made sense to me.”

Last year, in honor of 50 years of hip-hop, Stephenson sought ways that the Liberty could pay homage to the genre’s most respected trailblazers. She accomplished that last August when the Liberty held a concert celebrating 50 years of women in hip-hop, and enlisted MC Lyte and Rapsody as the night’s performers. Stephenson’s love for legacy acts continued this year when the Liberty stormed into the Finals for a second consecutive season. With the stakes higher than ever, she tapped acclaimed rap stars Rick Ross and Jadakiss to perform at Game 1 and 2 of the Liberty Finals home games, with the latter being in front of a record-setting crowd of 18,000 fans.

And while the Liberty franchise has reveled in watching a hip-hop’s “Who’s Who” taking centerstage during their games, it has also used its halftime performances as a platform for emerging talent, especially those from New York to take advantage of.

“We see this as a platform for up-and-coming artists looking to get their music out there and in front of a different audience,” says Stephenson, who has had Cash Cobain, Maiya The Don, Lola Brooke, and more perform. “And we know that even though they aren’t as mainstream, they also still have followings, whether it’s cult followings or underground followings. That’s also an opportunity for us to tap into their core fan base, who might not be as familiar with the Liberty or fans of the WNBA. We see that as mutually beneficial.”

“It’s beautiful,” adds Maiya the Don. “For a long time, women’s sports, especially basketball, didn’t get the shine they deserved, but now the hip-hop community is showing love in a way that’s lifting these women up. It’s dope to see artists, especially in hip-hop, recognizing their greatness and supporting them. There’s a natural connection between basketball and hip-hop, so it’s about time the ladies got that same recognition. And honestly, it’s empowering. They’re paving the way for all of us to get the respect we deserve in our lanes.”

With the Liberty just one game away from potentially winning its first championship in franchise history, Stephenson envisions a future of even greater success. She dreams that icons like Beyonce, Kendrick Lamar, Jay-Z, Rihanna and LL Cool J will one day grace the Liberty’s court at Barclays Center, further solidifying the bond between the Liberty and the culture.

“This is a championship we’re aiming for,” says Stephenson. “It doesn’t matter that it’s the WNBA; it doesn’t make it any less than if the Nets were competing for an NBA championship, or the Yankees or Mets competing for an MLB championship; it means a lot in the sports world to be recognized as the best. For everyone wanting to cheer us on, be supportive, be in the building for that, and know that a halftime performance can motivate the fans and players, it means a lot.”

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