Photo Credit: Coca-Cola
The Coca-Cola Company is partnering with Universal Music Group (UMG) to launch real thing records (rtr), a new record label dedicated to uplifting emerging artists from around the world.
Coca-Cola says the record label will represent a new evolution of the company’s legacy in music with UMG as a partner in artist development. The new label will take a genre-agnostic approach to signing artists, rather aiming to find authentic voices from around the world. The label aims to be a launchpad for the next generation of music talent, already having signed new artists.
French-New Zealand artist Max Allais (Better Now Records/Universal Music Germany) and Indian singer-songwriter and producer Aksomaniac (Def Jam Recordigns India/Universal Music India) are both rising stars now signed to the label.
“The Coca-Cola Company has a rich legacy, one of deep human connection and cultural resonance—breaking barriers and bringing people together across borders and generations,” shares Joshua Burke, The Coca-Cola Company’s Global Head of Music & Culture.
“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. 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.”
The label is launching with two artists who reflect this future-facing ethos. Allais brings an intimate, globally-minded sound rooted in emotional storytelling and the timeless craft of acoustic-driven pop. Meanwhile Aksomaniac shares his personal story through sound and visuals that blend Jazz, R&B, and hip-hop with his Carnatic roots—carving out a space that is entirely his own. Both artists embody rtr’s vision for a new era of global music and will be releasing music in the months ahead.
“Being one of the first artists signed to real thing records is surreal,” shared Allais. “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.”
“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,” adds Aksomaniac. “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.”
Content shared from www.digitalmusicnews.com.