Since MLB’s spot debuted on July 3, the campaign has accumulated over 11.7 million video views across over 200,000 engagements, with a 99% like to dislike ratio and an uptick in Google searches for “Mase Welcome Back” in July. We thought the upbeat song with the anticipated return of our game would resonate with our players and fans.” “Just like Mase put a fresh spin on the classic song years ago, we feel like our current superstar players are putting a new face on baseball. “We felt it encapsulated the feeling of summer and the excitement of baseball returning,” says Barbara McHugh, MLB’s senior VP of marketing. The song’s equal footing in the pop and hip-hop worlds played a key role in its use in Major League Baseball’s 2020 branding campaign, which features Mase’s version. “Welcome to the studio, welcome back engineers, welcome back employees.” “It’s another welcome back,” says Katrancha. Katrancha hopes even more creative uses of the song will benefit the musicians and the audio community who get commissioned. Signature Tracks Welcome Back 2020 promo from Signature Tracks on Vimeo. Check out a preview of the soon-to-be-released version, which Songs For Screens can premiere exclusively. One way Downtown hopes to keep the next wave of “Welcome Back” licenses fresh is via a newly recorded cover of the song created in partnership with Signature Tracks, featuring Grammy nominee Aloe Blacc and co-produced by multi-platinum producer Scott Storch and Russell Howard. Whatever that next phase is, we’re celebrating it each time.” “Next year is going be a huge year for sports in particular, because even as we’re welcoming back the athletes now, next year we get to welcome back the fans. “Reopening is happening in phases, and every phase gives a different industry a chance to use it, so I believe this will be a big song for us for 12 to 18 months,” he says. Jedd Katrancha, exec VP of creative at Downtown Music Publishing, says “Welcome Back” is already the publisher’s most-licensed song for advertising in 2020, and expects the momentum to continue into 2021. “Then he said, ‘This is a year when you don’t have to work.’ I was really to hear that from him, and then my accountant was quite wonderful.” “My publisher called and said, ‘Don’t take any low offers on this as they come in.’ It was quite an onslaught,” recalls Sebastian, who was worried that a year without touring would dry up his finances. The activity also led to a 333% boost in total streaming for the song year-to-date (343% since the outbreak period of late March) and 230,000 combined Shazams for the two main versions. Sebastian’s original master, its popular 2004 remake by Mase and other versions had been licensed for more than a half-dozen major ad campaigns and promo spots, with another seven pending. And soon after, the calls kept coming - from Applebee’s, Long Island’s PSEG, Major League Baseball, Fox Sports Network and many others.īy late July, “Welcome Back” had become an unofficial reopening anthem for a pandemic-plagued world. From his 2004 album, Welcome Back, to his aforementioned 2017 Cam'ron diss, it appears Ma$e just can't put the mic down for good.A music supervisor for French sporting goods company Decathlon placed a call to see if “Welcome Back” was available to be used as a sync for the brand’s campaign that was set to debut on May 11, when many businesses in France were set to re-open from quarantine lockdown. Mase, who famously retired from hip-hop in 1999, has returned to the genre multiple times over the last two decades. Vernon, n***a, go and rep your own hood/I’m not hating on your billi' worth/Right now, I’m only saying what you really work/You ain’t no architect/You just a n***a who know how to market death/Go pay his mother what she really worth, n***a," he raps near the end of the song, seemingly taking a shot at how Diddy responded after The Notorious B.I.G.'s death. "Yeah, I’m just a Harlem n***a reppin’ down a Vegas strip with my own Suge/You from Mt. "Since Cain killed Abel, I'm able to kill Cain/Love don't steal, my n***a, change your name," Mase spits in the second verse, appearing to take a shot at Diddy's most recent name-change. "Then they tried to dangle money, they didn't think I'd ever leave/N***as never pay the artists/But they love to pay the freaks." "N***as sayin' let it go/You buggin' n***a, I can't let it be/Tell n***as don't call for me, I can only talk for me/I know what my budget read/I read the budget every week," he raps in the first verse, appearing to reference how he attempted to buy his publishing rights from Diddy in 2020 for $2 million. "We ain't gang, we ain't goals/We ain't family, we ain't foes/And we definitely not bros/We ain't nothin', n***a," Ma$e begins on the hook.
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