Ice Cube and the BIG3 Aren't Backing Down

We've got basketball on the brain as the NBA playoffs approach, so we're sharing a Dear Culture rewind with BIG3 co-founder Ice Cube. The legendary rapper is pleased with BIG3's progress but is frustrated with the lack of respect he says the 3-on-3 league has yet to feel from the NBA.

Ice Cube doesn't hold back as he shares his thoughts with Panama Jackson about the roadblocks he believes are being put in place to stunt BIG3's success. Originally recorded June 2023.

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