COPENHAGEN, Denmark and DEERFIELD, Ill., April 8, 2013 /PRNewswire/ -- Bang & Olufsen, the Danish provider of high-end custom made audio and video products and Universal Music, worldwide music leader, announce global, innovative partnership this month. The partnership will begin with a B&O PLAY (Bang & Olufsen's new brand geared towards digitally connected design enthusiasts) launch event at the highly popular Universal Music Yellow Lounge in London on April 8. The innovative partnership is a result of a shared passion for musical excellence. The goal for both companies is to provide music lovers recorded music in the highest possible quality. The cooperation is all about naturally authentic sound – and making the enjoyment of music, at home or on the go – as close as possible to how the artist intended it to be. The first joint activity brings together Deutsche Grammophon, Universal Music's iconic classical label, and B&O PLAY, Bang & Olufsen's new brand that lets music aficionados enjoy outstanding acoustics in even more places. B&O PLAY has recently introduced a new generation of award-winning design products specially created for digital enjoyment and mobile lifestyles – with uncompromising dedication to premium sound. Universal Music's next "Yellow Lounge London" event will take place on April 8, 2013 at Fabric in Shoreditch, and B&O PLAY will be making a significant product introduction to all Yellow Lounge attendees. Founded in Berlin, Universal Music's Yellow Lounge movement has brought classical music to new audiences in new locations in a number of major urban centers. Yellow Lounge London guests will be the first to try out a brand new B&O PLAY product, and compare for themselves how the performances sound both live and in a Deutsche Grammophon recording – played on the latest B&O PLAY equipment. Subsequent B&O PLAY launch events are planned around the world at outside venues. In the USA, an event will be held May 8 in New York City to support the product introduction. Bang & Olufsen CEO Tue Mantoni notes that the collaboration is a first for Bang & Olufsen. "We are extremely proud to join forces with Universal Music, and to make common cause for excellent sound with a global leader in recorded music. Universal Music works with some of the greatest artists and labels of all time, and they share our mission of bringing people musical experiences that are as close to the original as possible."