The Coca-Cola Company has partnered with Universal Music Group (UMG) to launch Real Thing Records (rtr), a new record label focused on discovering and promoting emerging artists from around the world.
The label adopts a "genre-agnostic" approach, aiming to amplify authentic voices and foster deeper connections between artists and fans.
Its first signings are French-New Zealand artist Max Allais, known for acoustic pop, and Indian singer-songwriter-producer Aksomaniac, who blends jazz, R&B, hip-hop, and Carnatic music. Both artists are already signed to UMG-affiliated labels (Better Now Records/Universal Music Germany for Allais and Def Jam Recordings India/Universal Music India for Aksomaniac) and will release music under rtr in the coming months.
The initiative builds on Coca-Cola’s long-standing music involvement, including its Coke Studio platform, launched globally in 2022 with UMG, featuring artists like NewJeans, Karol G, and Peggy Gou.
Real Thing Records combines Coca-Cola’s global brand reach and cultural influence with UMG’s expertise in artist development and its extensive network. The label’s creative identity was shaped by creative director Ibrahem Hasan, with branding by forpeople and digital experiences by Explorers Club. Joshua Burke, Coca-Cola’s Global Head of Music & Culture, emphasized the label’s commitment to empowering artists to develop their identities without creative compromise
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