For numerous teams across the league, free agency provides an ideal opportunity to bring in the players that can change the fortunes of the franchise and make the difference to their hopes of winning.
For some teams, though, the period is important to keep hold of star players and convince them that it is in their best interests to remain where they are.
That is the case for the Memphis Grizzlies this summer as they prepare to pull out all the stops to re-sign point guard Mike Conley.
The 28-year-old, who has spent his entire career in Memphis, will be a free agent for the first time and may be tempted to seek a new opportunity elsewhere.
As general manager Chris Wallace alluded to towards the end of the regular season, the Grizzlies are "undefeated in free agency" having successfully re-signed their prized assets which included Marc Gasol last summer.
As we covered earlier this month, Memphis enlisted the help of pop star Justin Timberlake to create a special tribute video to Conley as part of their recruiting pitch.
In their efforts to persuade Gasol to commit his future to Tennessee last year, the franchise also created a video for the Spaniard with the help of Academy Award-winning director Craig Brewer.
It may have had the desired effect as he ended up signing a five-year, $113 million deal to stay.
The Southwest Division outfit have now turned to Brewer again to produce a montage for their long-time point guard titled "Our Conductor" which they hope will go some way to convincing him to stay.
Whether you're a fan of the Grizzlies or not, you must admit it's a pretty moving clip, but whether the words of Justin and his teammates will have the desired effect remains to be seen.
As well as being a nine-time Grammy winner and four-time Emmy winner, Timberlake is a minority owner of the Grizzlies, having bought into his hometown team in 2012, so they didn't just throw in a celebrity for the sake of it in case you were wondering.
But it will definitely take more than a well-directed mini-film to convince the All-Defensive performer to put pen to paper on a long-term deal with the team who drafted him in 2007.
He has already spoken of his desire to remain in Memphis, but on the premise that the team makes the necessary moves in the offseason to be competitive in the Western Conference again.
It will be assurances, and not films, that will ultimately sway the decision of Conley as he is likely to be recruited by a number of other teams across the league who can provide him with what he wants.
The Dallas Mavericks have been credited with a strong interest in the player who has averaged 13.6 points and 5.6 assists per game in his nine years in Memphis.
It would be difficult to see the trio of Conley, Gasol and Zach Randolph split up as they are the backbone of the Grizzlies and have been for many years. The franchise has an important few days ahead to ensure that doesn't happen.