Monster and Viacom are teaming up on a new line of headphones and electronic accessories via a new brand: Monster DNA.

The new line will be touted with an integrated advertising campaign across a variety of Viacom’s music and entertainment brands including, CMT, Comedy Central, MTV, MTV2, Spike and VH1. The first element will be product integration during MTV’s Video Music Awards later this week. The brand will also support various social causes through Viacom’s networks.

“Through this partnership, we're plugging Monster into the deep connection we have with our young audiences, and giving our fans a new way to experience sound and express originality," stated Jeff Lucas, head of sales, music and entertainment for Viacom.