Today, The Basketball Jones is a daily NBA podcast, award-winning blog, and television show. Five years ago, it was a money-losing passion project recorded in a kitchen. The story of what happened in between is partly about five friends figuring out how to get paid for a show they loved doing. But it's also about how that show grew up with a league that exploited social media and digital content more than any other sport in North America. Many lessons can be learned from the peculiar rise of The Basketball Jones and the NBA's approach to the new media. Exactly what those lessons are? Come by and hear us talk it out. We want to be as surprised as you are.