Hoping to reach young Black voters, More Than A Vote, a voting rights group led by LeBron James and other Black athletes, announced the debut of a new series on “NBA 2KTV”. Axios’s original report sheds some light on the series structure and what the group hopes to convey.

More Than A Vote and NBA 2K21

In lieu of PSA videos and traditional news methods, More Than A Vote plans reached out to potential voters when they logged in to play NBA 2K21. The 2KTV platform is a show within the NBA 2K video game. This new series takes a more personal approach with featured guests relaying their intimate experiences and thoughts on voting.

Each episode blends personal stories of the interviewees with historical context to educate gamers on why they should participate in voting. The series is produced in partnership with James’ entertainment brand, SpringHill Co.

Episode 1, which recently aired, features ESPN analyst and More Than A Vote member Maria Taylor, who tells her own experiences witnessing voter suppression. Episode 2 features Atlanta Hawks star and More Than A Vote member, Trae Young. More Than A Vote looks to stir up millennials and Gen Z voters to take action in the upcoming election. This group of voters make up more than one-third of the U.S. electorate.


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