The Coca-Cola Company Launches Real Thing Records. In Partnership With UMG: See Who’s Signed

Get ready to tune in, folks, because The Coca Cola Company and Universal Music Group are teaming up to shake things up in the music world with the launch of a brand new imprint, Real Thing Records (RTR for short).

This ain’t your grandma’s record label, folks. Real Thing Records is all about scouting and nurturing fresh talent from every corner of the globe, no genre left behind. And who are the lucky first signees? None other than the dynamic French-New Zealand artist, Max Allais, who set the charts on fire with his hit single “When The Party Ends,” and the boundary-pushing Indian singer, songwriter, and producer, Aksomaniac, whose music blends jazz, hip-hop, and R&B with traditional Carnatic vibes.

But wait, there’s more! Each signed artist will be getting the double whammy treatment from Real Thing Records and their Universal Music Group label mate in their respective regions. Talk about local love with a global twist! For Allais, it’s Better Now Records and Universal Music Germany holding it down, and for Aksomaniac, it’s Def Jam Recordings India/Universal Music India in their corner.

In the words of the ever-poetic Joshua Burke, global head of music and culture at The Coca-Cola Company, Real Thing Records is about tapping into that special sauce of creativity and community that music brings. It’s a space where artists can spread their wings, find their voice, and connect with fans worldwide. And let’s be real, who doesn’t love a good underdog story in the music industry?

And this ain’t their first rodeo together, folks. The Coca Cola Company and UMG have a history of making beautiful music together, like with the iconic Coke Studio. Usher, Tyla, Karol G, Peggy Gou, and NewJeans are just a few of the superstar acts that have graced their projects with original tunes, festival vibes, and electrifying live performances.

Richard Yaffa, the guru of Universal Music Group for Brands, is all about pushing the boundaries of what’s possible in the music biz. Real Thing Records isn’t just a label; it’s a movement that aims to uplift emerging voices and deliver those transcendent cultural moments that fans live for. Plus, they know that when you mix creativity with cultural relevance, magic happens, baby.

So, get ready to vibe out to the beat of Real Thing Records, where the future of music is being born. And hey, don’t just take our word for it—watch the Real Thing Records Brand video to see for yourself. Let’s keep those speakers bumping and those hearts thumping. Cheers to the artists, the fans, and the power of music to unite us all. 🎵🔥