Universal & Billabong Look For Crossover Appeal With Music-Action Sports Alliance

Universal Music Group and sports and lifestyle apparel company, Billabong, have formed a global strategic alliance that both parties say will bring together music and action sports through a broad range of new products and new services. The announcement was made this week by Lucian Grainge, Chairman and CEO of Universal Music Group, and Derek O'Neill, CEO of Billabong.

Under this new agreement, Universal and Billabong will collaborate on the development of a broad range of services and products that will unite Univesral recording artists with action sports athletes to co-produce premium audio/visual content, live events, music compilations, sports and music merchandise, digital download offers, preloaded audio/visual hardware, streaming radio and TV, and a dedicated music service.

The partnership aims to allow each company to tap into the crossover appeal of entertainment and action sports with younger demographics.

"UMG and Billabong represent a unique partnership between two progressive companies that share a passion for creating compelling products and engaging experiences for consumers," said Grainge. "This is just one of many new global initiatives that we will be launching to help redefine and enhance the musical experience for consumers."

"Music is an integral part of our lifestyle and culture, and this partnership will no doubt enhance our brand's position by supporting compelling marketing initiatives revolved around film projects, events and our global athlete program," O'Neill commented. #newstag #newstag