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Source: Visual Concepts / 2K / NBA 2K25 / A’ja Wilson
2K reveals that A’ja Wilson is the highest-rated WNBA player and what players can expect from The W in NBA 2K25.
Unsurprisingly, Las Vegas Aces superstar, gold medal-winning athlete, WNBA champion/MVP, and NBA 2K25 cover athlete A’ja Wilson can now add another accomplishment to her still-growing list.
Thanks to her 99 overall rating in NBA 2K25, Wilson is now the highest-rated WNBA player in NBA 2K history.
Wilson’s rating was one of the many promised announcements, with 2K sharing details about the new features coming to The W game mode. These features will allow players to take their created superstar to WNBA greatness.
Source: Visual Concepts / 2K / NBA 2K25
Broken down by Felicia Steenhouse, Senior Producer at Visual Concepts, in the latest developer diary, players can now look forward to starting their journey and competing for the title of 2024 Rookie of The Year against Angel Reese and Caitlin Clarke.
The W in NBA 2K25 will also feature fully-voiced press conferences, a new Mentorship feature, and other improvements to The W Online.
“This WNBA season has been electric, showcasing incredible talent, especially from the dynamic rookies making their mark to the legends. We wanted NBA 2K25 to reflect this action-packed season and show how The W is about chasing the win,” said Steenhouse.” This year, we’ve deepened the immersion and opportunities for players to leave their mark in the WNBA, as we’ve worked with the league to scan more WNBA players, making it as true-to-life as possible. We even re-worked our engine to ensure smaller details, such as eyelashes and an increased library of hairstyles would be properly represented.”
A Full Breakdown of The W’s New Features:
Pursuit of Greatness: Players vie to climb the all-time ranks in the new Pursuit of Greatness story as they build a legacy to eclipse the best players in WNBA history and attempt career-defining moments throughout the journey. As the overarching narrative of their first season, players will be dropped into the captivating 2024 WNBA Rookie of the Year race as they compete against players like Angel Reese, Caitlin Clark, and Kamilla Cardoso. As players bolster their resume with on-court accomplishments like championships and awards, their progress will be visualized on detailed graphs that illustrate where they are in their career and how they stack up against the next player on the GOAT list that they’re chasing.
Press Conferences: For the first time, press conferences are coming to The W, allowing players to shape the narrative of their career and the league as a whole. Press conferences will happen after key moments and games like breaking a record, winning an award like Rookie of the Year or crossing a career milestone. When competing against someone on the GOAT list, like NBA 2K25 cover athlete A’ja Wilson, the questions asked could vary depending on a player’s performance, be it good or bad.
The W Online. The W Online has moved to a stunning new outdoor court in a forest grove, and players can join 3v3 multiplayer games amidst a gorgeous backdrop of redwood trees. Additionally, Weekly Community Goals are back in NBA 2K25 and require a collective effort from all players to accomplish them. These goals now track new stats, like the number of excellent green shot releases and teammate grades.
Game Changers Mentorship: The W Online in NBA 2K25 builds on the Game Changer status—earned by contributing to the weekly Community Goals—with a new feature called
More Ratings
Along with Wilson becoming the highest-rated player in the WNBA, we also learned who will be right behind her on that list. Right behind her is the Liberty’s Breanna Stewart at 97, Minnesota Lynx’s Napheesa Collier at 95, Connecticut Sun’s Alyssa Thomas also a 95, and the Phoenix Mercury’s Brittney Griner at 94.
Source: Visual Concepts / 2K / NBA 2K25
The ratings for this year’s crop of WNBA rookies were also revealed. Angel Reese and Caitlin Clark are tied for the top spot, earning a 90 overall rating.
Angel Reese’s Chicago Sky teammate Kamilla Cardoso, the Los Angeles Sparks’ Rickea Jackson, and Cameron Brink round out the list with an 80 rating, which could change as the WNBA season kicks off its second half.
Source: Visual Concepts / 2K / NBA 2K25
NBA 2K25 season is quickly approaching, and the latest game in the long-running basketball video game franchise will be on September 6.
2K also shared more screenshots of other WNBA superstars in the game.
You can check those out in the gallery below.
1. NBA 2K25
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Source: Visual Concepts / 2K / NBA 2K25 / Angel Reese
It’s almost time for NBA 2K25, but right now, we are in the prime of WNBA season, and the folks at Visual Concepts and 2K Sports are giving us our first good look at this year’s top rookies, Chicago Sky’s walking double-double Angel Reese, and Indiana Fever’s phenom Caitlin Clark.
Ahead of 2K revealing the top 5 rated players in the W in NBA 2K25, 2K dropped the first look photos of Angel Reese and Caitlin Clark in the game.
Source: Visual Concepts / 2K / NBA 2K25
According to 2K, the studio went to great lengths to ensure true-to-life realism by bringing in the WNBA rookie class to enter a high-tech scanning trailer with thousands of cameras to accurately capture their likeness, facial expressions, and more in NBA 2K25.
2K has already hit the court running and gunning, dropping the first courtside report, which discussed the MyGM game mode, NBA Commissioner’s Cup integration, and the new Steph Curry Era feature.
The NBA 2K25 Ratings Are Already Rolling Out
Speaking of Steph Curry, they have also rolled out the ratings for the Top 5 3pt shooters in the league, with Curry taking the top spot with a 99 rating.
We also got the best handles, with Kyrie Irving taking the No. 1 spot with a 99 rating. Steph Curry, Trae Young, James Harden, and Luka Doncic round out the top 5.
The best defender in the steals category sees the Portland Trail Blazers Matisse Thybulle, who has a 98 rating, followed by Alex Caruso, Marcus Smart, Delon Wright, and Dyson Daniels.
Of course, we expect much discourse from the players and fans about these virtual statistics.
We already know there will be much debate when the WNBA player rankings drop tomorrow, and we will report on it when it happens.
All products and services featured are independently chosen by editors. However, Billboard may receive a commission on orders placed through its retail links, and the retailer may receive certain auditable data for accounting purposes. Headphones have made it possible to escape the noise of life and enjoy everything from your latest thrilling audiobook to your […]
ChartCipher will roll out a new tier of service that allows artists and managers to closely analyze the characteristics of hit songs, the company announced on Tuesday (Aug. 13). “This knowledge empowers artists, songwriters, and managers to understand what resonates with audiences and pinpoint what makes their own music unique,” David Penn, ChartCipher co-founder and […]
All products and services featured are independently chosen by editors. However, Billboard may receive a commission on orders placed through its retail links, and the retailer may receive certain auditable data for accounting purposes. A new school year is approaching — or here, for some early birds — and now you can score deals on […]
All products and services featured are independently chosen by editors. However, Billboard may receive a commission on orders placed through its retail links, and the retailer may receive certain auditable data for accounting purposes. Whether you’re traveling to one of the biggest festivals of the year or just want to explore new destinations, there are […]
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Source: DJ OMINAYA / DJ OMINAYA
DJs are in for some good news. The community’s most trusted software Serato DJ Pro has received some updates geared to optimize performance and increase creativity.
Source: SERATO / Serato
Originally launched in 1999 as Pitch ‘n Time, the revolutionary platform has gone on to allow users to mix two tracks together with just their laptop, have a limitless music library, and a crisp, high-resolution interface. Throughout the years, Serato has become synonymous with a DJ’s must-haves when it comes to their set up. This month, the brand has announced some updates to the platform in Serato DJ Pro 3.2.0 and Serato DJ Lite 3.2.0. These new versions introduce a never-before-seen series of custom-built FX and includes many firsts for the platform including native Apple silicon support for Mac users.
Source: SERATO / Serato
The good folks at Serato were kind enough to provide us early access to their beta, and we couldn’t think of anyone better than DJ OMINAYA to demo the new features. As the DJ for A Boogie Wit Da Hoodie and Lola Brooke, DJ OMINAYA is no stranger to the technology. For the last 10 years he has used Serato DJ Pro to rock crowds all over the world including venues like Madison Square Garden, O2 Arena, The Kia Forum, Spark Arena, TD Arena, Manchester Arena, AFAS Live and more. Below you will find his breakdown on the new DJ Pro 3.2.0.
Full Suite of New FX
DJ OMINAYA: I like the fact that there are now channel FX scroll them out to a single channel; one through four. Or even put it on the master. Also, you’re able to save your favorite FX in your bank, and if you want to reset it you can reset it. But if you save it in your bank, anywhere you DJ your favorites will always be available when you click down. You can also organize them where when you pull up your drop-down menu only your favorite FX shows instead of all 100. This is a game changer because it makes them a lot more accessible.
Create Your Signature Sounds With Custom FX
DJ OMINAYA: The option to create your own signature sounds is amazing because this is another way you can separate yourself from your peers. Individuality is key as a DJ, and you never want to sound like the next person. Another feature that is key is that you can also import your FX easily as well, which will help new DJs out who are still trying to find their sound and style.
But you got to be careful with sharing your custom FX [laughs]. Serato has a regular bomb FX, but what I did was I put five other bombs on that one bomb just so it can sound more powerful because I do concerts, big venues and arenas. So, when I hit that bomb, it sounds way louder because it has more bass to it. I shared that FX with one DJ and now every DJ in New York City uses it [laughing].
Source: DJ OMINAYA / DJ OMINAYA
Favorite FX Banks
DJ OMINAYA: In my opinion this is the most important update to Serato DJ 3.2.0.The bank lets you load songs or FX to scratch in advance. If you’re a DJ that transforms or uses scratch FX, you can load the sounds in there. What I suggest is to prepare your tracks. So, if you’re doing a party and you know the next five records you want to play you can load them into the scratch bank and have them ready there opposed to searching for them while you’re DJing.
This new Serato DJ 3.2.0 definitely makes it a lot more easier to access your files and songs. As a DJ sometimes you lose your train of thought, and you forget what record you want to play next. And you can put them in the sequence you want ahead of time. This is something that comes in handy regardless of where you are playing. Let’s say I am doing a concert with [A Boogie Wit Da Hoodie] I can use that same bank of songs to do the club performance after the concert. My favorite FX is the reverb. This is a clean way to get out of a song without the transition sounding messy.
New Enhanced Look and View Modes
DJ OMINAYA: I love the new look and view mode! I feel it’s more straightforward and to the point; it’s a much cleaner interface. Even if you are new to the Serato platform, it’s really self-explanatory. You don’t need years of DJ experience to pick up the flow and functionality with Serato 3.2.0; they really took the guess work out of it. Serato 3.2.0 has shortcuts for everything you really have to explore it to see what works best for you as a DJ and your set up. Once you do, you’ll be able to get to things a lot faster and easier.
You can read more about Serato DJ 3.2.0 here.
Even before President Joe Biden announced that he was dropping out of the 2024 presidential race on July 21, extremely online millennials and Gen Zers had started posting memes on social media in support of Vice President Kamala Harris, who many hoped (and assumed) would take over for Biden after his disastrous debate performance in late June. And after Harris replaced him as the presumptive Democratic presidential nominee, it seemed the entire internet became completely coconut-pilled.
Along with traditional text- and image-based memes — which are nothing new — musical memes have also proliferated on short-form video sites like TikTok, Reels and Shorts, with users mashing up Harris quotes with popular songs using AI or more traditional methods of remixing. But these playful — or, in some cases, just plain strange — songs are more than just digital fun and games. The overwhelmingly pro-Harris memes are reaching millions of potential voters, and might help Harris mobilize the previously discouraged young voters she needs in order to win in November.
One audio, which has over 1.1 million likes on TikTok, pairs Harris’ memeable quote “do you think you just fell out of a coconut tree?” with the instrumental for “360” by Charli XCX. Another pitch-alters the same Harris quote over “The Star-Spangled Banner.” One anti-J.D. Vance audio pastes the Republican VP candidate saying “I’m a Never Trump Guy” over “Freek-a-Leek” by Petey Pablo. (After that clip went viral, the @KamalaHQ account also made its own video using the sound.)
There are also pro-Harris AI tracks, like one that replaces the lyrics to a Beyoncé song to make Queen Bey seemingly sing “you exist in the context of all in which you live,” another heavily memed Harris quote. A different AI track splices a Harris soundbite over DJ Johnrey’s viral track “Emergency Budots,” with an AI deepfake video of Harris and Pete Buttigieg dancing under a palm tree.
Beyond its political ramifications, this content also offers a glimpse into the future of music — one where we don’t just play our music, but where we play with it. In a sense, it’s the culmination of a trend that’s been brewing for decades. As music lovers have embraced sampling, remixing, the digital audio workstation, the Splice royalty-free sample library, Kanye West’s stem player and sped-up/slowed-down song edits, they’ve demonstrated a desire to have more control over static recordings than the traditional music consumption provides. And AI innovations can help to further facilitate this customizable listening experience.
Some music AI experts, including Suno’s CEO Mikey Shulman, are betting on a future where “anyone can make music” at the click of a button — and that everyone will want to. Often, I’ve heard folks who espouse this view of AI music compare it to photography, given photography is an art form which went from being something conducted by trained professionals in proper studio settings to being a ubiquitous activity aided by smartphones.
These entrepreneurs aren’t totally misguided — it’s clear based on user interest in Suno and Udio that there is a place for songs that are completely new and individual. But right now, it seems predictions about this technology’s role in the future of music consumption are too bullish. Music fans still crave familiarity, community and repetition when listening to music. It’s also scientifically proven that it takes multiple listens to form bonds with new songs — which is way more likely to happen with hit songs by artists you know and love, rather than individualized AI-generated tracks.
Instead, I think the average music listener will be way more interested in using AI to tweak their favorite hits. Listeners could use AI stem separation tools to create more bass-heavy mixes, for example, or some form of AI “timbre transfer” to make a song’s guitars sound more like a Les Paul than a Stratocaster (you could also go even further and change a guitar to be an entirely different instrument), or AI voice filters to change the lyrics of a song to include their best friend’s name.
Of course, there are still serious legal hurdles to customizing copyrighted sound recordings and songs if users share them publicly. Right now, any of the artists whose songs were used in these pro-Harris remixes could get them taken down upon request, citing copyright infringement. The NMPA has also expressed that it is willing to fight back against Spotify if it ever rolled out customizable song features on its platform. In a cease and desist letter, the NMPA warned the streaming service, saying, “We understand that Spotify wishes to offer a ‘remix’ feature…to ‘speed up, mash up, and otherwise edit’ their favorite songs to create derivative works. Spotify is on notice that release of any such feature without the proper licenses in place from our members may constitute additional direct infringement.”
So for now, edited songs will remain on social media platforms only, at least until they receive takedown requests. Still, consumer interest in music customization is only growing, and the popularity of pro-Harris campaign remixes serve as proof.
This analysis was published as part of Billboard’s new music technology newsletter ‘Machine Learnings.’ Sign up for ‘Machine Learnings,’ and Billboard’s other newsletters, here.
All products and services featured are independently chosen by editors. However, Billboard may receive a commission on orders placed through its retail links, and the retailer may receive certain auditable data for accounting purposes. Getting a good night’s sleep is the difference between having an alert or sluggish day, but more than a third of […]
We are in a transformative era of music technology.
The music industry will continue to experience growth throughout the decade, with total music revenue reaching approximately $131 billion by 2030, according to Goldman Sachs. This lucrative business is built on streaming but also witnessing an unprecedented surge in innovation and entrepreneurship in artificial intelligence. With over 300,000 tech and media professionals laid off since the beginning of 2023, according to TechCrunch, a new wave of talent has been funneled into music tech startups. This influx, coupled with the dramatic decrease in cloud storage costs and the global rise of developer talent, has catalyzed the emergence of many startups (over 400 that we have tracked) dedicated to redefining the music business through AI.
These music tech startups are not just changing the way music is made and released; they are reshaping the very fabric of the industry. They’re well-funded, too. After raising over $4.8 billion in 2022, music tech startups and companies raised almost $10 billion in funding in 2023, according to Digital Music News, indicating that venture capitalists and investors are highly optimistic about the future growth of music technology.
As Matt Cartmell, CEO of Music Technology UK, said, “Our members want us to present the music tech sector as a highly investible proposition, educating investors about the opportunities that lie within. Music tech firms are also looking for innovative models of engagement with labels, DSPs and artists, as well as looking for our help to bring diverse talent into the industry, removing the barriers that continue to restrict individuals with passion and enthusiasm from a career in music technology.”
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Riding this wave of investment, several startups have already made a splash in the music AI space. Below is an overview of a few of those companies and how they’re contributing to the industry’s rapid evolution.
Generative AI: The New Frontier
At the heart of this revolution is generative AI, a technology rapidly becoming indispensable for creators across the spectrum. From novices to professional artists and producers, AI-powered platforms offer unprecedented musical expression and innovation opportunities. It’s now possible for users without any formal musical training to craft songs in many genres, effectively democratizing music production. Music fans or content creators can utilize products that score their social content, while seasoned musicians can use these tools to enhance their creative workflows.
“I like to think of generative AI as a new wave of musical instruments,” says Dr. Maya Ackerman, founder of Wave AI, a company that has introduced tools to aid human songwriters. “The most useful AI tools for artists are those that the musicians can ‘play,’ meaning that the musician is in full control, using the AI to aid in their self-expression rather than be hindered.” These tools focus on generating vocal melodies, chords and lyrics, emphasizing collaboration with musicians rather than replacing them.
For non-professionals, one ambitious company, Beatoven.ai, is building a product to generate music in a host of different ways for many different use cases. “(Users) can get a piece of music generated and customize it as per their content without much knowledge of music,” says Siddharth Bhardwaj, co-founder/CTO of Beatoven. “Going forward, we are working on capturing their intent in the form of multimodal input (text, video, images and audio) and getting them as close to their requirements as possible.”
The concept of “artist as an avatar” has become increasingly popular, which draws inspiration from the gaming community. Companies like CreateSafe, the startup powering Grimes’ elf.tech, have built generative audio models that enable anyone to either license the voice of a well-known artist or replicate their own voice. This innovative approach also reflects the adaptive and forward-thinking nature of artists. Established artists like deadmau5, Richie Hawtin and Ólafur Arnalds have also delved into AI initiatives and investments. Furthermore, a few innovators are crafting AI music tools tailored for the gaming community, potentially paving the way for the fusion of music and gaming through real-time personalization and adaptive soundtracks during gameplay.
The Community and Collaboration Ecosystem
The journey of music creation is often fraught with challenges, including tedious workflows and a sense of isolation. Recognizing this, several startups are focusing on building communities around music creation and feedback. The Singapore-based music tech giant BandLab recently announced that it has acquired a user base of 100 million, making it one of the biggest success stories in this arena. “Our strength lies in our comprehensive approach to our audience’s needs. From the moment of inspiration to distribution, our platform is designed to be a complete toolkit for music creators and their journey,” says founder Meng Ro Kuok. There are several startups pioneering spaces where creators can collaborate, share insights and support each other, heralding a new era of collective creativity.
A Toolkit for Every Aspect of Music Production
This landscape of music tech startups offers a comprehensive toolkit that caters to every facet of the music creation process:
Track and Stem Organization. Platforms like Audioshake simplify the management of tracks and stems, streamlining the production process.
Vocal & Instrument Addition. These technologies allow for the addition of any human voice or instrument sound to a recording environment, expanding the possibilities for frictionless creativity.
Sound Libraries. Services provide or generate extensive libraries of samples, beats and sounds, offering artists a rich palette.
Mix and Master. The process of mixing and mastering audio has historically relied heavily on human involvement. However, several startups are utilizing AI technology to automate these services for a more comprehensive audio production experience. Others also offer the ability to convert stereo songs to spatial audio.
Remixing and Freelance Musicianship. Many platforms now offer creative and innovative solutions for remixing music. Additionally, some platforms allow users to easily source and connect with talented artists, session musicians and other music professionals. Need an orchestra? There are tech platforms that can arrange and source one for you remotely.
The Future of Music Tech: A Vision of Inclusivity and Innovation
The barriers that once kept people from participating in music creation are falling away. Now, anyone with a passion for sound can create content, engage with fans, find a community and even monetize their work. This more accessible and collaborative music ecosystem offers an exciting glimpse into a future where anyone can participate in the art of creation. The explosion of creators, facilitated by these technologies, also suggests a new economic opportunity for the industry to service this growing creator class.
Drew Thurlow is the founder of Opening Ceremony Media where he advises music and music tech companies. Previously he was senior vp of A&R at Sony Music, and director of artists partnerships & industry relations at Pandora. His first book, about music & AI, will be released by Routledge in early 2026.
Rufy Anam Ghazi is a seasoned music business professional with over eight years of experience in product development, data analysis, research, business strategy, and partnerships. Known for her data-driven decision-making and innovative approach, she has successfully led product development, market analysis, and strategic growth initiatives, fostering strong industry relationships.