Universal Music Group International and its joint venture company All The Worlds have partnered with racing body Formula One Administration Ltd to create a global entertainment platform that will see international artists perform live at Formula 1 locations around the world.

Announcing the partnership, Lucian Grainge, chairman/CEO of Universal Music Group International, said in a statement: "The combination of music, megastars and motor sport will create a groundbreaking, all-new entertainment spectacular, channeled through the multiple platforms open to our two global brands."

Bernie Ecclestone, CEO of the Formula One Group, commented: "I have always said that we are in the entertainment business and this deal marks a new dimension for Formula One. It is the result of many months of discussions with Lucian and I am very pleased we are now ready to go. Universal are the biggest players in the music industry and we have high hopes for what we can achieve together".

Event production company All The Worlds launched in 2008 to create brand-led global live music events generating TV and digital content. It is a joint venture between UMGI with brand marketing veteran Paul Morrison and Becky Morgan, whose background is in corporate finance.

Commenting on the deal, Paul Morrison tell Billboard.biz that negotiations were currently taking place with a large number of associated parties ranging from "governments [of Formula 1 host countries] to "major F1 sponsors and team sponsors" with a view to begin event programming later this year.

No details of the artists due to participate in F1 Rocks are yet available, although Morrison did state that he had "the first few biggies in the bag" and that people should "expect a very eclectic artist bill" containing "big international stars".

A major announcement regarding F1 Rocks will take place in London in June this year, Morrison added.

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