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LE SSERAFIM to Perform “Boompala” Following Fever vs. Mercury on Amazon Music’s First-Ever WNBA Edition of “In the Paint”
The Apex Times

THE APEX TIMES

Culture/The Apex Times/Jul 7, 11:09 AM EDT

LE SSERAFIM to Perform “Boompala” Following Fever vs. Mercury on Amazon Music’s First-Ever WNBA Edition of “In the Paint”

The K-pop group will appear Thursday on the Prime Video broadcast partner series, with Amazon Music directing viewers to an additional exclusive performance afterward.

2 min readEditor-approved Apex article

LE SSERAFIM will perform its latest single “Boompala” after the Indiana Fever take on the Phoenix Mercury on Thursday as part of Amazon Music’s “In the Paint,” the company’s post-game program for the first-ever WNBA edition of the series. Billboard reported that the performance will air following the Prime Video broadcast of the matchup, positioning the group’s stage appearance directly within a major league sports viewing window.

Billboard said the group will headline the WNBA edition, which Amazon Music is framing as a new pairing of music and women’s professional basketball. The preview indicated that LE SSERAFIM’s performance will be staged in front of a basketball hoop, with a choreography sequence timed to the song’s chorus.

The preview also addressed participation within the group. Billboard reported that group leader Kim Chaewon is on leave due to a neck injury, with the remaining quartet performing for the “Boompala” segment.

Amazon Music said viewers will be directed to the Amazon Music app after the broadcast for additional content tied to the group, including an exclusive performance of “Spaghetti.” Billboard’s report characterized this as part of the series’ strategy to extend engagement beyond the post-game window.

In a related description of the program’s format, Billboard said the WNBA edition follows a run of NBA-themed installments of “Amazon Music Presents: In the Paint” that have featured major mainstream and international artists, including Weezer, Kehlani, TAEMIN, Clipse, Nas, YG, Charlie Puth and BigXthaPlug.

Amazon Music also provided a rationale for the WNBA launch, stating that connecting music and sports is a core goal of the series and that it sees the WNBA’s audience growth as a reason to bring the platform to the league. Billboard quoted Kirdis Postelle, global head of content development and distribution at Amazon Music, describing the WNBA edition as a natural next step.

For LE SSERAFIM, the performance adds another sports crossover moment to a busy releases cycle. Billboard reported earlier chart performance for the group’s album PUREFLOW, including sales figures and chart placements, as context for why “Boompala” was positioned as a featured track for the sports broadcast tie-in.

Why It Matters

  • The WNBA edition brings the “In the Paint” sports-music format to a new league, potentially broadening the audience for both the game broadcast and the featured artist.
  • Placing the performance after a live matchup concentrates attention during a high-retention viewing moment, and the app follow-up extends engagement beyond the broadcast window.
  • The reported leave due to a neck injury affects how the group’s members appear, shaping what fans can expect from the live segment.
  • Cross-platform tie-ins involving Prime Video and Amazon Music illustrate how major media and streaming companies package entertainment for family audiences watching professional sports.
  • The program’s roster approach, as described by Billboard, reflects continued investment in mainstream and global acts within sports distribution channels.

Sources

Key Facts

  • LE SSERAFIM will perform “Boompala” Thursday after the Indiana Fever vs. Phoenix Mercury game as part of the first-ever WNBA edition of Amazon Music Presents: In the Paint.
  • The event is scheduled to follow the matchup’s Prime Video broadcast, with the performance tied to the post-game series.
  • Billboard reported that Kim Chaewon is on leave due to a neck injury, and the remaining quartet will perform.
  • Amazon Music will direct fans to the Amazon Music app after the broadcast for an exclusive performance of “Spaghetti.”
  • Amazon Music said the series aims to connect music and sports, and it described the WNBA launch as a natural extension of the format.
  • Billboard previously reported that past “In the Paint” installments have featured artists including Weezer, Kehlani, TAEMIN, Clipse, Nas, YG, Charlie Puth and BigXthaPlug.