Surfing: music is right behind you

Surfing and music have formed a strategic alliance. Billabong and the Universal Music Group have announced a world brand partnership that will bring together music and action sports through a broad range of innovative products and new services.

Lucian Grainge, CEO of UMG, and Derek O’Neill, CEO of Billabong will cooperate on the development of new services and products that will unite the world’s most popular recording artists with the world’s most celebrated, successful talents in action sports.

Live events, sports and music merchandise, music compilations, digital download offers, streaming radio and TV, premium audiovisual content and a dedicated music service.

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

"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", continued Derek O’Neill.

The new partnership between UMG and Billabong aims to change youth culture appetites for entertainment and action sports. Will the surfing contests be pumped by the latest music chart hits?