Who didn't see this coming? Despite the mixed reviews of Kendrick Lamar's latest single, "i," there are benefits to making a universal anthem about self-love. Like having that song become a promotional soundtrack for the National Basketball Association.

Because basketball players really love themselves, the NBA is using "i" (lower case, natch) to promote its upcoming 2014-2015 NBA season in videos. Kendrick will perform the single during an NBA/TNT concert on Oct. 30.

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This is another win for him because "i" also soundtracks Chris Rock's Top Five trailer. As well, it's one small step in the direction of forgetting that Macklemore happened.

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