Talk about your strange pairings.
Lenny Kravitz has chosen an unusual method for announcing his upcoming ninth salvo, the summer-released “Black And White America” on Roadrunner/Atlantic.
He’s hooking up with the NBA.
To promote new Paris/Bahamas-recorded numbers like “Push,” “Super Love,” “Booty Pop” and “Dream” — a ballad inspired by his parents’ mixed-race marriage — he’s working with Turner Broadcasting, who will be featuring his work throughout its NBA broadcast season, including All-Star and playoff games.
First up: A basketball-themed video for “Come On Get It,” which fans can view at www.nba.com or www.lennykravitz.com. Then, Kravitz headlines the NBA All-Star Entertainment Series alongside Rihanna, and he’ll even be doing the tip-off for the 60th annual All-Star game on Feb. 20.
“Come On Get It” will also be used as a secondary background theme all season long — can you think of any better product placement? Stay tuned — a full U.S. and world tour will be announced soon.