Coca-Cola entered the music business with a bold move Tuesday (May 14) by launching real thing tecords. (rtr) in partnership with Universal Music Group, aiming to spotlight global talent across all genres—including Hip-Hop.
The Atlanta-based beverage giant, with a 138-year legacy and 2024 revenues exceeding $45 billion, is now tapping into the cultural power of music.
This new venture marks a strategic expansion beyond soda into the sonic space, with a clear focus on artist development and genre inclusivity.
“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,” said Joshua Burke, The Coca‑Cola Company’s Global Head of Music & Culture.
Two artists are already on the roster.
French-New Zealand acoustic pop singer Max Allais joins via Better Now Records under Universal Music Germany.
Indian genre-blender Aksomaniac, who fuses jazz, R&B, Hip-Hop and Carnatic influences, is signed through Def Jam Recordings India.
Both artists are expected to release new music under real thing records. in the coming months.
“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. real thing records. isn’t asking me to translate or simplify. They’re helping me echo it louder,” Aksomaniac said.
Described as “genre-agnostic,” the label is designed to support rising talent from around the world while fostering deeper connections between artists and their listeners.
Coca-Cola and UMG are combining their strengths—Coke’s global reach and cultural influence with UMG’s artist development infrastructure.
“real thing records. is a natural evolution of our global music strategy,” said Joshua Burke, Coca-Cola’s global head of music and culture marketing. “Through the launch of real thing records., we are excited to continue elevating the Coca-Cola brand and our connection to music culture.”
UMG’s Executive Vice President of Market Development, Adam Granite, added, “We are excited to expand our relationship with Coca-Cola to launch real thing records., a new platform for developing and marketing emerging talent.”
The label is part of Coca-Cola’s long-term investment in music, with the company pledging to reinvest in artist programs and maintain a strong focus on music culture.
Founded in 1886, Coca-Cola has evolved from a pharmacy counter drink to a global powerhouse. Now, with real thing records., it’s betting that music—especially Hip-Hop—can help it stay culturally relevant for the next generation.
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