Podcast Summary:

99% Invisible – Hidden Levels #1: Mr. Boomshakalaka

Release date: October 7, 2025
Host: Roman Mars
Guest/co-host: Ben Brock Johnson
Story producer: James Parkinson

Main Theme / Purpose

This inaugural episode of the collaborative series “Hidden Levels” explores the profound influence video games (and their design) have had on culture beyond gaming. Focusing on NBA Jam, the episode examines how one iconic sound—the memorable voiceover of “Boomshakalaka”—didn’t just transform a basketball arcade game, but left a lasting mark on both video game design and basketball vernacular.

Key Discussion Points & Insights

1. Personal Video Game Memories (02:00–04:31)

• Roman Mars describes playing arcade games on roller skates as a kid (02:01).
• Ben Brock Johnson recounts his awe at Japanese arcades—the sounds being especially memorable (02:19).
• The two hosts bond over the powerful draw of video game sound cues, sharing their favorites (e.g., “Elf needs food badly” from Gauntlet, “Get over here!” from Mortal Kombat).
• Quote:
  “There’s something really special about designing game sounds so that it can cut through the din of all the other arcade games and kind of draw you to the machine.” – Roman Mars (02:52)

2. Origin Story of NBA Jam + Arcade Game Design (04:51–10:17)

• Mark Turmell’s background as a youthful video game prodigy and his work at Midway (05:14).
• The appeal of arcade games (“coin-op” was cutting edge hardware), and the context of 1990s NBA mania, especially in Chicago during Jordan’s three-peat run.
• The successful playtest of NBA Jam at Dennis’ Place for Games—chaotic scenes of crowds, gambling, and “bedlam” (07:30–08:04).
• NBA Jam introduced digitized graphics: real players’ faces atop digitized, animated bodies (08:43–09:20).
• Unique gameplay: realism mixed with wild fantasy (ball catches fire, superhuman dunks, no fouls).
• Quote:
  “When somebody would do a big dunk and the backboard would smash into pieces, they’ll literally scream and run around the arcade. It was awesome.” – Mark Turmell (07:44)

3. The Power of Voice: Game Audio Evolution and NBA Jam's Announcer (10:25–13:02)

• Early limitations of video game audio (speech synthesis, Dragon’s Lair as first with real voicing).
• By the early 90s, short real voice recordings became possible, but most performances were “really, really bad” (12:14).
• For NBA Jam, they needed a distinctive, explosive announcer—enter Tim Kitzrow.

4. Tim Kitzrow’s Journey (13:02–17:15)

• Kitzrow’s comedic background and talent for impressions (13:23).
• Fell into Midway’s pinball division through musician friends, doing character voices for small gigs (14:25, 14:48).
• Regular pinball voice gigs but no expectation of stardom: “It was just going in and having fun. And actually this time I was getting paid for it.” – Tim Kitzrow (15:01).

5. Recording “Boomshakalaka” and the NBA Jam Soundtrack (17:15–21:14)

• Midway's limited budget forced local talent (Kitzrow) instead of NBA announcers (16:51).
• The cramped, “Meat Locker” studio set the scene for creative magic (17:00–17:15).
• Inspiration: modeled his delivery on Marv Albert but ramped up to match NBA Jam’s over-the-top energy (18:22):
  • “Rejected. He’s heating up. He’s on fire.” (18:55)
• Kitzrow’s improvisation flourished—catchphrases needed to be short due to memory constraints (19:38).
• The now-famous “Boomshakalaka” originated from a suggestion by artist John Carlton, inspired by a Sly and the Family Stone song (20:25–21:14).
• Quote:
  “And I went, Boom shakalaka. And I said, is that it? He goes, yeah, do a couple more – Boom shakalaka. Ooh, boom shakalaka. Yeah, that’s probably good.” – Tim Kitzrow (20:46)

6. Cultural Impact & Success of NBA Jam (21:14–27:22)

• NBA Jam’s release incited fanatic play nationwide—NBA stars loved it, Shaquille O’Neal even bought cabinets for his home and team’s plane (23:39).
• Kitzrow’s first time seeing it in arcades, the thrill of hearing his own voice and being recognized (24:23–25:37).
• NBA Jam made $1 billion in its first year, earning the “quarter muncher” title (25:37–25:57).
• Despite his pivotal role, Kitzrow only earned $900 for his first gig, later able to renegotiate as sequels and ports (like Super Nintendo’s) emerged.

7. Legacy: Transforming Video Game Voice Work (27:22–29:19)

• NBA Jam cemented Kitzrow as the signature voice for later games (NFL Blitz, NHL Hitz, MLB Slugfest), often adding his own comedic writing.
• Led the way for sports games using real-life commentators (i.e., John Madden); “he’s heating up” and “boomshakalaka” entered basketball broadcasting vernacular.
• Modern commentary still references Jam-era catchphrases:
  • “Boom shakalaka as he dumps it with two hands. And the Clippers lead 17–7. Oh, my goodness.” – modern NBA commentator, citing Kitzrow (29:46)

8. Hidden Design Details and Easter Eggs in NBA Jam (31:36–36:59)

• Ben and Roman riff on NBA Jam’s legendary quirks:
  • Unlockable secret characters: Bill Clinton, Al Gore, George Clinton (“P. Funk”), even the game’s programmers (32:25–33:11).
  • Programmer Mark Turmell inserted a subtle “cheat” disadvantaging the Bulls vs. his beloved Pistons (34:28–34:45).
  • Due to Michael Jordan’s refusal to license his likeness, Bulls rosters often replaced him with a generic Player 99 (35:12–35:16).
  • Secret minigame—"Battlezone" homage—activated by a complicated joystick/button code (35:33–36:59).

9. Teaser for Next Episode: Controller Design (36:59–37:33)

• The episode closes with a preview of the next “Hidden Levels,” promising a deep dive into the joystick and tactile game design.

Notable Quotes and Memorable Moments

• “Elf needs food badly…every day of my life since I played Gauntlet, I think about this game sound.” – Roman Mars (03:07)
• “When somebody would do a big dunk and the backboard would smash into pieces, they’ll literally scream and run around the arcade. It was awesome.” – Mark Turmell (07:44)
• “I really had no idea what I was doing, you know, getting into that business. I knew that I loved playing pinball, but it was just a fun extra gig for extra money, extra beer money.” – Tim Kitzrow (15:29)
• “To me, Marv Albert compared to other sports broadcasters, he brought that extra energy and I knew that I wanted to emulate that.” – Tim Kitzrow (18:22)
• “Boom shakalaka!” – Tim Kitzrow (13:02, 20:46, 39:22, various)
• “I made 900. What?” – Tim Kitzrow, on NBA Jam’s billion-dollar revenue (26:30)
• “If you were playing the Pistons against the Bulls in NBA Jam…it was programmed so that the Bulls literally could not score a last second shot to tie or win the game.” – Ben Brock Johnson (34:28)

Timestamps for Important Segments

• [02:00] — Hosts' personal video game memories and audio nostalgia.
• [04:51] — Introduction of Mark Turmell, NBA Jam’s creation at Midway, initial arcade playtest.
• [10:17] — The history and evolution of voice acting in games.
• [13:02] — Tim Kitzrow’s career background as a voice actor.
• [18:22] — Kitzrow channels Marv Albert for NBA Jam—signature style and energy.
• [20:25] — The “Boomshakalaka” catchphrase: origin and recording.
• [23:39] — NBA stars and the game’s explosion in popularity.
• [25:37] — Kitzrow hears his own voice in the arcade, and NBA Jam’s financial success.
• [27:22] — Voice acting's legacy in sports games, Kitzrow’s influence.
• [31:36] — Hidden levels: discussion of NBA Jam’s secret characters, “Battlezone” minigame, and in-game quirks.

Overall Tone and Style Notes

• The episode blends technical and behind-the-scenes details with nostalgia and high-energy storytelling, matching the subject of noisy, vibrant arcades.
• Roman Mars and Ben Brock Johnson maintain a friendly, cheeky banter reflecting their genuine love for games and game design.
• Audio clips and Kitzrow’s catchphrases are peppered throughout for added flavor.

Summary Takeaway:
The episode offers a vibrant look at how a single voice and a few iconic catchphrases turned NBA Jam into a cultural phenomenon, demonstrating how thoughtful design and lucky improvisation can reverberate far beyond the boundaries of video games. The story highlights the unheralded creative labor behind signature sounds, the power of “hidden levels” in design, and how design innovations (serious or silly) become pop culture touchstones.