Allen Maldonado is one of Hollywood’s most versatile creative forces, an actor, painter, podcast host, and producer, but one of the quietest and most impressive pillars of his empire is Get It Done Music, his music licensing company that has been operating largely under the radar for 15 years. In a recent interview with LandonBuford.com, Maldonado revealed that Get It Done Music’s latest placement was on a New Balance campaign, and the athlete at the center of it was none other than NBA All-Star Zach LaVine. It’s the kind of win that doesn’t make the front page but speaks volumes about the business Maldonado has been quietly constructing.
The New Balance Campaign and the Zach LaVine Connection
When asked about the New Balance campaign, Maldonado was direct and matter-of-fact, the kind of calm confidence you develop when you’ve been placing music professionally for a decade and a half. “It was with Zach LaVine,” he told LandonBuford.com. “It was cool, they requested and selected music from our catalog. As far as being involved in the production itself, I didn’t have that opportunity, but it was still great to have our music featured.”
The placement represents exactly the kind of intersection Maldonado has been engineering for years: the world of sports, brand culture, and independent music meeting in a space that most actors would never think to occupy. New Balance has long aligned itself with athletes who carry cultural weight beyond their sport, and Zach LaVine, a high-flying guard known as much for his artistry on the court as his elite athleticism, fits that mold precisely. Having Get It Done Music’s catalog selected for that environment is not a coincidence; it is the result of years of deliberate relationship-building and catalog development.
Get Dev Music: 15 Years and 500+ Placements Deep
Most people who follow Maldonado’s career associate him with his on-screen work, his breakout in Friday After Next, his pivotal role in Straight Outta Compton, his Emmy-winning voiceover turn in Mighty and the Three, or his most recent appearance as Kevin, the tech specialist in Netflix’s number-one thriller, Nemesis. What those same people may not realize is that running parallel to all of that, Maldonado has been quietly licensing music through Get It Done Music, accumulating over 500 placements across television and film.
In the interview, Maldonado reflected on the scope of what he’s built: “What many people may not be aware of is that I’ve been doing TV and film music licensing for about 15 years, with over 500 songs placed on TV and in film.” That number is not a vanity metric. In the music supervision world, 500 placements represent real revenue, real relationships with music supervisors and advertising agencies, and a catalog that has proven itself across genres, tones, and briefs. The New Balance/Zach LaVine campaign is simply the latest chapter in a much longer story.
Why the Sports-Music-Brand Triangle Matters
The New Balance campaign is a window into how modern brand storytelling works, and why independent music companies with the right catalog can compete at the highest levels. Brands like New Balance are not just looking for famous songs; they are looking for the right sound, the right mood, and the right cultural alignment. When a campaign is built around a player like Zach LaVine, the music selection has to match his aesthetic: dynamic, stylish, and forward-facing.
That is precisely where a company like Get It Done Music can punch above its weight. Maldonado and his team are not trying to license music through traditional major-label channels; they are operating as a boutique, culturally attuned catalog that can move quickly, price competitively, and deliver music that brands actually want. The fact that New Balance came to them, “they requested and selected music from our catalog,” says everything about the reputation Get It Done Music has built in the sync licensing world.
The Bigger Picture: A Creative Empire Built on Intention
What makes Maldonado’s story compelling is not any single achievement but the architecture behind them all. Acting, painting, podcasting, voiceover work, producing, and now a music company with commercial brand work to its name, none of it is accidental. Maldonado has spoken openly about his philosophy of intentional creativity, of showing up fully in every space he enters. The same mindset that earns him memorable guest-star moments on Netflix thrillers is the one that keeps Get It Done Music growing placement by placement, campaign by campaign.
As he told LandonBuford.com: “I create in all of these spaces, and it’s exciting to find new ones. I love to create, and I’m happy to share art with everyone.” For Maldonado, the New Balance campaign featuring Zach LaVine is not a peak. It is a data point on a trajectory that is still very much in motion. With art shows on the horizon, feature films in development, and Get It Done Music continuing to grow its commercial footprint, the full scope of what Allen Maldonado is building is only beginning to come into focus.
