Nearly a month ago, Kygo uploaded ‘Piano Jam‘ to his Soundcloud page. The simplistic yet beautiful track featured piano keys, some strings and white noise.

Two weeks ago, Pharrell Williams premiered Kygo’s new collaboration with Nas on Apple Music as the Norweigian producer sampled ‘Life’s A Bitch’ from the iconic rapper’s album Illmatic.

Today, all the pieces come together as ‘Piano Jam’ is the featured soundtrack for ESPN’s new US Open commercial with Nas doing the voiceover.

Ladies and gentlemen, this is strategic marketing at its finest and you can watch the video below.