*The Coca-Cola Company is furthering its love of music to align with Universal Music Group for the launch of a new record label, real thing records.
The “genre-agnostic” label’s focus will center on “elevating emerging talent from around the world and deepening the connection between artists and fans,” Coca-Cola revealed via a statement released on June 11.
The effort is part of a united plan to combine the soda maker’s cultural influence and reach with UMG’s artist development status and global network of labels and partners, Music Business Worldwide reports.
“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 Universal Music Group for Brands (UMGB) EVP Richard Yaffa shared in the statement. “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.”
Real thing’s launch comes as the label has hit the ground running with signing its first two acts, French-New Zealand acoustic pop artist Max Allais and Indian singer-songwriter and producer Aksomaniac, whose music will showcase a blend of jazz, R&B, hip-hop and Carnatic music.
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Fans can lookout for music from both artists in the coming months, Music Business Worldwide noted.
Labeling his signing “surreal,” Allais is not taking his status as one real thing record’s first artists lightly. For him, it’s deeper than the music.
“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,” he stated. “I’m excited to further develop my personal brand with the support of two global powerhouses in Coca-Cola and UMG.”
“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,” Aksomaniac said, echoing his fellow entertainer’s joy in being on the real thing record’s roster while detailing his musical objective. “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.”
News of real thing records’ launch marks the latest in a series of happenings for the Coke and UMG alliance.
The companies came together in 2022 for the global launch of Coke Studio, a platform for emerging talent, as well as the Sprite Limelight music program, which kicked off with US-based rapper Coi Leray, 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,” Yaffa commented. “The evolution and continued success of our several collaborations stands as a testament to what’s possible when we align creativity with cultural relevance.”
“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,” Joshua Burke, Coca-Cola’s Global Head of Music & Culture added.
“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.”
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