Musical acts, sports stars to partner

Mixing and matching lifestyle products, Universal Music Group and apparel maker Billabong have announced a global brand partnership that will pair UMG’s musical acts with action sports stars.

Deal will spread UMG’s acts into new international retail locations. Queensland, Australia-based Billabong is one of the top manufacturers of surf and board sports togs. Its products are distributed through 11,000 specialty outlets, including 600 wholly owned storefronts.

Together, firms will develop audio/visual content, live events, music compilations, merchandise, digital download offers, streaming radio and TV and a dedicated music service.

UMG chairman/CEO Lucian Grainge said in a statement, “This is just one of many new global initiatives that we will be launching to help redefine and enhance the musical experience for consumers.”

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