COCA COLA & UNIVERSAL TEAM UP TO START NEW RECORD LABEL

The Coca-Cola Company has expanded its involvement in music by launching a new record label called real thing records in collaboration with Universal Music Group. This label aims to promote emerging talent world-wide and enhance the bond between artists and fans. The partnership combines UMG’s expertise in artist development with Coca-Cola’s broad influence. 

The label’s first two signings are Max Allais, an acoustic pop artist, and Aksomaniac, an Indian singer-songwriter blending jazz, R&B, hip-hop, and Carnatic music. Both will release music soon. Coca-Cola has historically integrated music into its marketing efforts, collaborating with numerous famous artists over the years.

Of his signing with rtr, Max Allais says: “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.”