From fizz to hits: Coca-Cola drops brand new record label

In a bold move beyond beverages, The Coca-Cola Company is stepping deeper into the music world with the launch of real thing records. (rtr), a new global record label created in partnership with Universal Music Group (UMG). 

This marks a fresh evolution in Coca-Cola’s long-standing relationship with music marketing, as the brand moves from sponsorship and collaboration to becoming an active player in artist development and cultural creation.

Taking a genre-agnostic approach, the label’s mission is to spotlight bold, authentic voices. French-New Zealand singer-songwriter Max Allais and Indian singer-songwriter and producer Aksomaniac are the first artists signed under the new label, in partnership with Better Now Records/Universal Music Germany and Def Jam Recordings India respectively.

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Rtr’s brand identity was developed with partners including Bhavagna Bhattiprolu, creative director Ibrahem Hasan, branding agency forpeople, and Explorers Club.

“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, global head of music and culture at The Coca-Cola Company.

"It’s a long-term commitment to music—enabling us to reinvest in our programs, champion the next generation of talent, and stay rooted in what matters most: music and fandom," he added. 

Richard Yaffa, executive vice president of Universal Music Group for Brands, stated “For years, UMG and The Coca-Cola Company have shared a belief in music’s power to spark connection."

"With the launch of real thing records., we are taking that vision further – joining forces to build a modern label that champions artistry and amplifies emerging voices on global and local stages, while giving fans the cultural moments they crave," he added. 

Both signees reflect rtr’s global outlook. Allais brings acoustic-driven pop and intimate storytelling to the label, while Aksomaniac blends jazz, R&B, hip-hop and carnatic sounds to craft deeply personal tracks.

“Being one of the first artists signed is surreal. More than just being signed to a label; it’s a chance to share my music without creative compromise and connect with my fans on a deeper level. I’m excited to further develop my personal brand with the support of two global powerhouses in Coca-Cola and UMG," said Allais.

In tandem, Aksomaniac said: “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."

The Coca-Cola Company has a long history of connecting with music culture, traditionally through sponsorships and collaborations.

The brand has backed major music festivals such as Coachella and Lollapalooza using these platforms to engage young, music-loving audiences.

Meanwhile, the “Open happiness” campaign featured exclusive songs from artists such as Maroon 5 and CeeLo Green, blending brand storytelling with popular music to create emotional impact. Regionally, Coca-Cola has invested in music initiatives such as Coke Studio in various markets, producing live sessions that celebrate local sounds and emerging talent.

More recently, Coca-Cola embraced digital music marketing through curated Spotify playlists, TikTok challenges, and virtual concerts, maintaining cultural relevance amid shifting consumer behaviours.

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