With increased revenues, and popularity, the league kept expanding, branching out and perfecting its successful formula. By the late 90s, a new breed of players was emerging, and the NBA was witnessing a new type of mentality. By the time the time the 21 century was unveiled, playing in the NBA  free vc locker codes 2k22 was like stepping in a studio to record a Rap album. Hip Hop was the NBA's soundtrack, and it became increasingly hard to differentiate between the music artist and the ball players. It was after all, the same culture, the same age groups, and the same type of fun. NBA players loved Hip Hop music, and Hip Hop artists enjoyed playing Basketball. Shaquille O'Neal had already released, Allen Iverson came with a style only seen so far in playgrounds, while dunks were starting to defy reality and look a lot more like video games. By that time the NBA had reached new heights, and was a prolific business with revenues that transcended the field of Basketball.

While the NBA money machine was in full force, there were also some troubling signs; there was an increasingly number of fights on court, games were becoming more aggressive, and outbursts of violence became more frequent. Now Basketball is a physical game, so one is expected to see temper flare, plus there was nothing that a fine or a suspension would solve.