Coca-Cola launched the real thing on Tuesday (May 14) and entered the music business with a bold move. (RTR) works with Universal Music Group to focus on all types of global talent, including hip-hop.
The Atlanta-based beverage giant, with a 138-year legacy and over $45 billion in 2024, is now leveraging the cultural power of music.
This new adventure marks a strategic expansion of soda water beyond sound space, with a clear focus on artist development and genre inclusion.
“The real record of things is designed to open up greater potential for artists, fans and our brands, and these creativity provides growth for growth, and the combined power of our network and key global music partners creates greater value than the sum of their various parts.”
Two artists are already on the list.
French New Zealand acoustic pop singer Max Allais joined the record with Universal Music Dermany.
Indian genre whitewash Aksomaniac blends the influence of jazz, R&B, hip-hop and Carnatic, signed by Def Jam Recordings in India.
Both artists are expected to release new music under the record of real things. In the next few months.
“I let the music name things that I never grew up with – it feels unclearly fitting a language, a genre, a version of myself. Real things record. Not asking me to translate or simplify. They are helping me to echo,” Aksomaniac said.
The label is described as “genre-agile” and aims to support rising talent from around the world while promoting a deeper connection between artists and listeners.
Coca-Cola and UMG are combining their strengths – Cork’s global influence and cultural influence with UMG’s artist development infrastructure.
“Real records are a natural development of our global music strategy,” said Joshua Burke, head of Coca-Cola Music and Cultural Marketing. “By launching a true record, we are excited to continue to enhance the Coca-Cola brand and our connection to music culture.”
Adam Granite, Executive Vice President of Market Development at UMG, added: “We are excited to expand our relationship with Coca-Cola to launch Real Thing Records. It is a new platform for developing and marketing emerging talent.”
The label is part of Coca-Cola’s long-term investment in music, and the company promises to reinvest in the artist program and a firm focus on music culture.
Coca-Cola was founded in 1886 and evolved from a pharmacy counter beverage to a global power. Now, there is a real record. It bets on music (especially hip-hop) can help it stay culturally relevant to the next generation.
