Universal Music Group, Billabong Form Global Branding Partnership
Universal Music Group, Billabong Form Global Branding Partnership

Music and surf culture ride well together, and it's this mix that has brought together Universal Music Group and Australian-based sports apparel firm Billabong for a global brand partnership.

Through the arrangement, announced Wednesday (April 27) , both companies will collaborate on developing a broad range of services that will see UMG pair its artists with action sports stars.

Both businesses will co-produce premium audio/visual content, live events, music compilations, sports and music merch, digital download offers, preloaded audio and visual hardware, streaming radio and TV, and a dedicated music service.

In a joint statement, UMG chairman and CEO Lucian Grainge notes the deal "represents a unique partnership between two progressive companies that share a passion for creating compelling products and engaging experiences for consumers."

Derek O'Neill, CEO of Billabong, says: "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."

The arrangement will exploit UMG's acts into potentially thousands of stores. Based in Queensland, Australia, Billabong is a leading name in board sport culture. Publicly listed on the Australian Securities Exchange, Billabong has annual revenues upwards of $1.5 billion and sells product through an international network of some 11,000 specialty retail stores, of which it owns more than 600.

"This is just one of many new global initiatives that we will be launching to help redefine and enhance the musical experience for consumers," Grainge adds.