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).
