They started with all the JBL crap when they built the Hearse for Tony Stewart and needed help to do something "really cool" and Reme wasn't up to the task. They brought in some well known installers/competitors from Alpine and JBL (the guy with the Grand National) to help build it. I think they even brought in the Fishman for that install.
Anyway, I'm sure JBL helped bankroll the entire thing and had a major part in putting the entire installation team together. In return they get their products displayed on national TV every week or so. It's all about the money.
Honestly I've never seen Unique do anything that was truly unique. There must be a half dozen shops in every major city that can do what they do: Tint, bolt on some wheels, and screw some amps to a sub box. The only thing unique are the customers themselves (celebrities). I'll give them props for being good salesmen and marketers though.