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A GROUND breaking partnership between Billabong and Universal Music Group (UMG) will bring together music and action sports in a deal set to enhance global branding for the two industry spearheads.
The two will collaborate on the development of a broad range of services and products that will unite some of the most popular recording artists on the planet with the world’s most celebrated action sport talent.
Initiatives include co-produced 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.
Chairman and CEO of UMG Lucian Grainge, says the partnership signals a diversification for both companies – leaders in their respective fields – to tap into changing youth culture appetites for entertainment and action sports.
“UMG and Billabong represents a unique partnership between two progressive companies that share a passion for creating compelling products and engaging experiences for consumers,” says 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.”
Billabong CEO Derek O’Neill (pictured) says the collaboration will showcase Billabong to a new pop culture audience.
“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,” he says.
Billabong (ASX:BBG) shares today opened at $6.84.
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