10. Special Ed – I Got It Made (1989) / Episode 5
‘I Got It Made’ guides us through Jordan’s groundbreaking sneaker deal with Nike in 1984. As a rookie, receiving $250,000 for a shoe deal was unheard of, but Nike was a smaller company at the time. “If you want Michael Jordan, he’s got to have his own shoe line,” Jordan’s agent David Falk said to Nike, holding firm on Jordan’s value. From Nike’s new technology called air soles, the Air Jordan was born. Nike hoped to sell $3 million of Jordans in year one, transcending all expectations, they sold $126 million. The introduction of the brand is a lesson in transmedia storytelling. Michael Jordan and Air Jordans were everywhere: commercials (McDonald’s, Wilson), endorsements, photoshoots, networking events, TV shows and films. The clip includes interviews with pop culture figures Nas, Justin Timberlake and Spike Lee, raving about the juice of the brand. Air Jordan’s transformed the basketball sneaker into a fashion sneaker. Streetwear culture was forever changed. Special Ed’s laid-back rhymes captured Jordan’s swagger, successes and vibe during his come up with Nike.
Creative Usage ★★★★☆
Cultural Relevance ★★★☆☆
Storytelling ★★★★★
9. The Alan Parsons Project – Sirius (Chicago Bulls Theme Song) (1982) / Episode 4,6,9
The Alan Parsons Project tune was a given for the docuseries since it was the Chicago Bulls’ theme song to introduce the starting lineup at home games. The anthemic pump-up track could be heard multiple times throughout the series, but its stand-out use was as the closer for episode one. It was the ring ceremony after the Bulls secured their fifth championship in 1997. Flashing lights and cheers ablaze throughout the dark stadium as shadows emerge from the darkness running into center court. Jordan receives his plaque and tells the crowd that they’re going for number six. The team huddles before the game and breaks as the credits roll. ‘Sirius’ was an excellent way to close out the first episode and has just as much electricity as it did then.
Creative Usage ★★★★☆
Cultural Relevance ★★★★★
Storytelling ★★★☆☆
8. Cream – I Feel Free (1966) / Episode 4
‘I Feel Free’ was used as Phil Jackson’s introduction song. Before Jackson became the Bulls’ coach, he played in the NBA for 11 seasons with the New York Knicks and two seasons with the New Jersey Nets. Rick Telander, a sports columnist for the Chicago Sun-Times, described Jackson as an early version of Dennis Rodman because of his aggressiveness on defense. In the clip, viewers learn about Jackson’s early years as a shaggy-bearded hippie who dropped acid and sported overalls. He certainly felt free in those days, and Creams’ accompaniment livens up the on-court footage of Jackson in the 60s.
Creative Usage ★★★★½
Cultural Relevance ★★★★★
Storytelling ★★★☆☆
7. Black Sheep – The Choice Is Yours (1991) / Episode 5
In 1991 the Bulls defeated the Lakers to win their first championship. “You’re only a success at the moment you perform a successful act; you have to do it again,” Jackson said, heading into the following season. Some look back at the 1992 lineup as the best Bulls team ever. Once the hypnotic bass line from ‘The Choice is Yours’ hits, we know we are in for some stellar on-court footage of the team during the 1992 regular season. Black Sheep’s forceful charisma in their flow matched up with Jordan’s playing style. As a leader in offense and defense, Jordan knew he was there to win the game, but he was going to put on a show while doing it.
Creative Usage ★★★★★
Cultural Relevance ★★★★★
Storytelling ★★½☆☆
6. LL Cool J – I’m Bad (1987) / Episode 2
It was the 1986 Eastern Conference first round, Chicago Bulls vs. Boston Celtics, Game 2. Jordan scored 49 points in the first game, but the Bulls lost by almost 20. Celtics shooting guard Danny Ainge and Jordan used to trash talk each other on the golf course. Heading into Game 2, after losing to Ainge in golf, Jordan warned him he was going to bring it. As LL COOL J’s authoritative words hit the montage, Jordan is playing the game of his life, taking full advantage of his youth and energy. Ultimately the Celtics won the game 135-131, but Jordan put up one heck of a fight scoring 63 points to set a record for most points in a playoff game. The bouncy beats of ‘I’m Bad’ was an elite choice to skate along with Jordan’s swagger.
Creative Usage ★★★★☆
Cultural Relevance ★★★★½
Storytelling ★★★★½
5. Beastie Boys – The Maestro (1992) / Episode 3
The track mine as well of been called ‘The Enigma’ since it was used as the theme for Bulls forward Dennis Rodman. While Rodman’s off-court antics were a focus of the series, this sequence highlighted his talent and commitment as a basketball player. We get to see great footage of Rodman during the early/mid-90s (with several different hair colors) studying tape, flying into the crowd to save balls from going out of bounds, aggressively commanding the paint with rebounds, making interceptions and giving some personality to the camera. The individuality of the Beastie Boys and intimidation of ‘The Maestro’ was a perfect choice to capture Rodman’s confidence.
Creative Usage ★★★★★
Cultural Relevance ★★★★★
Storytelling ★★★★☆
4. Prince – Partyman (1989) / Episode 3
Thirty years ago, ‘Partyman’ was produced as part of the soundtrack for Batman. Its funky 80s percussion made for a fun montage of Jordan in the mid/late 80s. Viewers get to see why Jordan is considered the best basketball player of all time, innovating the game as we knew it. His playing was poetic, a real showman. At that moment, Jordan was the partyman, characterized by Prince — “everybody gather around, all hail the new king town, the funkiest man you’ve ever seen, partyman, rock a party like nobody can.” The superstar and cultural icon, Michael Jordan, had arrived.
Creative Usage ★★★★★
Cultural Relevance ★★★★½
Storytelling ★★★★½
3. Stereo MC’s – Connected (1992) / Episode 6
In 1993, the Chicago Bulls battled the New York Knicks in the Eastern Conference Finals. The series took place amid Jordan’s gambling scandal. With the media frenzy, a tell-all book by businessman Richard Esquinas titled Michael & Me: Our Gambling Addiction … My Cry for Help! and endless accusations, Jordan proved that winning was still his number one priority. ‘Connected’ is musically, so 90s — hearing the song immediately induces nostalgia. Lyrically, the track lines up with the sequence brilliantly. Despite all the noise, Jordan was connected, and he wasn’t going to falter because the writing was on the wall for the Bulls to win the championship, and ultimately they did.
Creative Usage ★★★★★
Cultural Relevance ★★★★★
Storytelling ★★★★½
2. Big Pun feat. Joe – Still Not a Player (1998) / Episode 4
The mesmeric piano refrain from ‘Still Not A Player’ opens up episode four of the series, the screen reads, “January 1998: Dennis Rodman has been absent with permission from the Chicago Bulls for 24 hours.” Suddenly ‘with’ turns to ‘without’ and the number of hours starts to spike up to ’80+’ — Rodman was partying in Las Vegas. During an interview with Rodman’s girlfriend at the time, actress Carmen Electra, viewers are guided through his wild nightlife antics. Big Pun’s quintessential late 90s hip-hop track flows through a sequence of Rodman taking shots at restaurants, dancing with girls, gambling at casinos and partying at night clubs (after-hours). Rodman’s form of escapism was to go out. It was a necessity for him in order to maintain his sanity. The track was a superb accompaniment to the scene and made you want to go back to the late 90s to party with Rodman too.
Creative Usage ★★★★★
Cultural Relevance ★★★★★
Storytelling ★★★★★
1. Puff Daddy feat. Mase & The Notorious B.I.G. (1997) / Episode 1
‘Been Around the World’ was the series opener and as far as we’re concerned, it’s officially the theme song for the 90’s Chicago Bulls team. It’s like the Bad Boy squad made up of Puff Daddy, Mase and The Notorious B.I.G. represents Jordan, Rodman and Pippen. The anthem couldn’t have been a better introduction to the iconic Bulls lineup. It runs through footage from each of the six NBA championships that the Bulls won and shows the teams’ impact on pop culture with appearances by Oprah, Arsenio Hall and David Letterman. Once the infectious tune begins, you know you’re in for a thrilling ride over the next ten episodes. (The music video or shall we say the ten-minute short film is also a fun one to check out featuring JLO, Wyclef Jean, Quincy Jones and Vivica Fox).
Creative Usage ★★★★★
Cultural Relevance ★★★★★
Storytelling ★★★★★
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Honorable Mentions:
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Be Like Mike Gatorade Commercial (1992) / Episode 5
The Last Dance Opening Credits – Thomas Caffey (2020)
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Cover Image Source: Unsplash – Markus Spiske
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