Allhiphop.com reports Hip-Hop music and culture will continue its expansion into the world of technology, thanks to a new partnership between Digiwaxx Media and Microsoft.

The recently announced alliance will focus on Microsoft’s popular music device Zune as the two companies work to create a comprehensive music and entertainment agenda that will focus on urban culture and its effects on relevant lifestyle contributors, influencers, and tastemakers.

 The partnership is a big step for Digiwaxx, according to the company’s CEO Corey “CL” Llewellyn.

“We are excited about the opportunity to partner with such a major technology player as Microsoft…it speaks to the growing importance of urban culture and its influence, globally and within corporate America.”

Created in 1998 by Llewellyn and Drew Edgar, Digiwaxx Media has become a leader in technological advances in music distribution and promotion, by marketing new music and artists to more than 17,000 member DJs and music influencers around the world.

The company, which initially started out as a digital music distribution company, has recently grown into an online and off-line marketing and promotions company that offers numerous services for tastemakers and trendsetters.

For Zune director of lifestyle marketing, Greg Matuskiewicz, the company’s association with Digiwaxx “is exciting because we share a similar mission—utilizing technology to break down the barriers between consumers and the music industry.”

Digiwaxx has already begun to utilize Zune by integrating the music and entertainment device into the Digiwaxx Media music fold through celebrity product lounges, music industry social mixers and peer-to-peer demonstrations.

The integration was made possible through targeted influencer outreach campaigns that were done through strategic product-seeding initiatives, grassroots-level marketing, and cross-promotional programs.