Universal Music Group (UMG), the world’s leading music company, and Billabong, the world’s leading outdoor sports lifestyle company, have formed a strategic, global brand partnership that will bring together music and action sports through a broad range of innovative products and new services. The announcement was made today by Lucian Grainge, chairman and CEO of UMG, and Derek O’Neill, CEO of Billabong.

Billabong

Under this new agreement, UGM and Billabong will collaborate on the development of a broad range of services and products that will unite the world’s most popular recording artists with the world’s most celebrated, successful talents in actions sports.

Among these initiatives will be co-produced audio/visual content, live events, music compilations, sports and music merchandise, digital download offers, streaming radio and TV and a dedicated music service.

The partnership signals a diversification for both companies to tap into changing youth culture appetites for entertainment and action sports.

Derek O’Neill said: “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”.

Billabong has annual revenues in excess of 1.5 billion dollars. It sells products in more than 100 countries through a network of some 11,000 specialty retail stores, of which it owns more than 600. Billabong is also the owner of many sports brands including Billabong, Element, Nixon, DaKine, Von Zipper, RVCA, Tigerlily, Kustom, Xcel, Sector 9, Honolua and Palmers Surf.