The Coca-Cola Company has deepened its long-running involvement in the music business, launching a new record label in partnership with Universal Music Group.
Dubbed real thing records., the “genre-agnostic” label will focus on elevating emerging talent from around the world and deepening the connection between artists and fans, Coca-Cola said in a statement on Wednesday (June 11).
The plan is to leverage UMG’s leading position in artist development and its global network of labels and partners, combining it with Coca-Cola’s reach and cultural influence.
The new label has already announced its first two signings, both of whom are already signed to UMG-affiliated labels: French-New Zealand artist Max Allais (Better Now Records/Universal Music Germany) and Indian singer-songwriter and producer Aksomaniac (Def Jam Recordings India/Universal Music India).
Allais brings acoustic pop to the label, while Aksomaniac brings a blend of jazz, R&B, hip-hop and Carnatic music. Both artists will be releasing music on rtr in the coming months.
“For years, Universal Music Group and The Coca-Cola Company have shared a belief in the power of music to spark connection and shape meaningful experiences,” said Richard Yaffa, EVP of Universal Music Group for Brands (UMGB).
“With the launch of real thing records., we are taking that vision further – joining forces to build a modern label that champions artistry and amplifies emerging voices on global and local stages, while giving fans the cultural moments they crave.
“For years, Universal Music Group and The Coca-Cola Company have shared a belief in the power of music to spark connection and shape meaningful experiences.”
Richard Yaffa, Universal Music Group for Brands
UMG and Coca-Cola have been working together for some time, notably on Coke Studio, which launched globally in 2022 as a platform to spotlight emerging talent. Also that year, the beverage company launched the Sprite Limelight music program, which kicked off with artists Coi Leray of the US, Omah Lay of Nigeria, and Hua Chenyu of China creating music out of a hook and lyric written by James Blake.
“Our past work together has consistently demonstrated how music can move people and create lasting impact. The evolution and continued success of our several collaborations stands as a testament to what’s possible when we align creativity with cultural relevance,” UMG’s Yaffa added.
“real thing records. is designed to unlock greater potential for artists, fans, and our brands – where creativity fuels growth, and the combined power of our network and key global music partners create value greater than the sum of its parts,” Coca-Cola’s Global Head of Music & Culture, Joshua Burke, said.
“It’s our intention to let artists shine and give them the flexibility to develop their identities with the support of global reach and expertise. It’s a long-term commitment to music – enabling us to reinvest in our programs, champion the next generation of talent, and stay rooted in what matters most: music and fandom.”
Coca-Cola has long made music a key part of its marketing strategy, going back to the 19th century when it harnessed the popularity of music hall singer Hilda Clarke for its ads. In the decades since, Coca-Cola has partnered with the likes of Aretha Franklin, Ray Charles, Elvis Presley, and Taylor Swift.
“real thing records. is designed to unlock greater potential for artists, fans, and our brands – where creativity fuels growth.”
Joshua Burke, Coca-Cola
real thing records. continues the company’s ethos of uniting communities through music, perhaps most famously reflected in its 1971 “Hilltop” TV commercial, which adapted the pop song I’d Like to Teach the World to Sing (In Perfect Harmony).
“Today artists have a point of view that expands beyond music,” Coca-Cola’s Burke said.
“They understand their personal brand and fans feel connected to them in more personal ways. The genesis of real thing records. was identifying this shift, and knowing that our credibility as advertisers with creatives, strategic marketers, designers, and scale; can support artists in new ways.”
Of his signing with rtr, Max Allais said: “Being one of the first artists signed to real thing records. is surreal. More than just being signed to a label, it’s a chance to share my music without creative compromise and connect with my fans on a deeper level. I’m excited to further develop my personal brand with the support of two global powerhouses in Coca-Cola and UMG.”
Aksomaniac said: “I make music to name things I never had words for growing up – feelings that didn’t fit cleanly into one language, one genre, one version of myself. real thing records. isn’t asking me to translate or simplify. They’re helping me echo it louder.
“I want these songs to reach people who feel things deeply – the ones who live in between, who’ve never quite seen themselves in what’s out there. If we can reach them – wherever they are in the world – that’s the point.”Music Business Worldwide
