Coca Cola And UMG Partner to launch ‘Real Thing Records’ for emerging Global Artist

Coca-Cola has launched a new record label called Real Thing Records in partnership with
Universal Music Group (UMG). This genre-agnostic label aims to elevate emerging global
artists and deepen the company’s legacy in music, with the first two signees : Max Allais
(French-New Zealand Artist) and Aksomaniac (Indian Singer) already announced. The
initiative reflects a commitment to artist development and innovation in the music industry.
This collaboration marks a significant evolution in Coca-Cola’s long-standing relationship
with music, aiming to create a platform that supports diverse musical talents.
Real Thing Records is designed to be a genre-agnostic label, meaning it will not limit itself to
specific music styles but will instead seek out authentic voices from various backgrounds.
The label’s mission is to serve as a launchpad for the next generation of music talent,
providing them with the resources and support needed to thrive in the competitive music
landscape.
The partnership with UMG is expected to leverage both companies’ strengths, creating a
synergy that benefits artists and audiences globally.