Hydro Flask®, an award-winning leader in high-performance insulated products, and Universal Music Group (UMG), the world leader in music-based entertainment, today announce a new global partnership to encourage the reduction of single-use beverage waste within the music industry.

 

Built as a long-term creative collaboration — from songwriting sessions and recording studios to live events and artist experiences — Hydro Flask will support the artists, songwriters, producers and fans shaping culture by creating access to reusable hydration solutions that minimize impact on the natural environments that inspire creativity. By embedding in the spaces where creativity happens, the brand becomes part of the daily rhythm of music culture while providing a choice for reusable products.

The announcement builds on a series of early integrations already woven into some of UMG's biggest cultural moments this year. This expanded collaboration officially launched on June 1 with a special event inside Abbey Road's iconic Studio Two in London. The evening spotlighted Hydro Flask's artist collaboration with singer and songwriter Sekou, while also introducing additional rising UMG talent.