Milwaukee Bucks star Damian Lillard, known in the music world as DAME D.O.L.L.A., has chosen Milwaukee’s innovative music platform EVEN for the exclusive release of his latest EP, Life Lately. This pivotal moment highlights the intersection of sports, music and technology, signaling a new era in the music distribution landscape.
Blending hoops with hip-hop
Lillard, celebrated for his skills on the basketball court, is also carving out a significant presence in the music industry. As he begins a new phase with the Milwaukee Bucks, his alter ego brings forth Life Lately, offering a profound insight to his life transitions, including personal challenges and professional shifts.
The EP is a deep dive into Lillard’s recent life changes, narrating his journey through personal challenges, including his divorce and relocation to Milwaukee. Its authentic and unfiltered narrative provides a rare glimpse into the personal life of the basketball star and musician.
The project features collaborations from Grammy-nominated spoken word artist Prentice Powell; producers Ayo the Producer and Nonstop Da Hitman; and guest artists Sy Ari Da Kid, Ivory Scott and Yung Rell. These collaborations bring a diverse range of sounds and styles, enriching the EP’s musical tapestry.
Upending music distribution
EVEN stands out with its pioneering pay-what-you-want model, redefining the music-distribution paradigm. This approach empowers fans to value the music based on their perception, fostering a stronger artist-audience bond. EVEN’s strategy is instrumental in making Life Lately not just an EP release, but also an immersive musical experience.
Fans purchasing “Life Lately” on EVEN are rewarded with early access and exclusive content. This includes chances to win tickets to Bucks games, a meet-and-greet with Lillard, access to “License to Lillard” episodes, and limited-edition merchandise like signed vinyl and DVDs.
Mag Rodriguez, the CEO and founder of EVEN, shared the excitement of bringing DAME D.O.L.L.A.’s Life Lately to the platform. Earlier this year, EVEN successfully secured its seed funding, spearheaded by CSA Partners and bolstered by the support of gener8tor, VC414, gAngels and numerous angel investors. This financial milestone coincided with the launch of EVEN’s open beta, heralding a new chapter for the startup and paving the way for artists to engage directly with their fans through groundbreaking methods.
'Life Lately' track list
- Envy
- New Beginnings
- Second Act
- Entity
- No Worries
