MUMBAI: Universal Music Group and outdoor sports lifestyle company Billabong 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.

Under this new agreement, UMG 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 action sports.

Among these initiatives will be 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.

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 chairman and CEO Lucian Grainge said, "UMG and Billabong represent a unique partnership between two progressive companies that share a passion for creating compelling products and engaging experiences for consumers. 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 added, "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."