Image credit: James Yarema

The world’s biggest record label and one of the world’s biggest brand have come together to launch a new record label.

This month, beverage giant The Coca-Cola Company announced a groundbreaking partnership with Universal Music Group (UMG). Together, they have launched “real thing records.”, a new record label that is poised to discover and promote new artists.

The collaboration intends to build long-term investment in artist development, helping raise artists from fan connections to a global reach. Using UMG’s music expertise and Coca-Cola’s global reach, they have “a mission to amplify bold, authentic voices from around the world”.

The Coca-Cola Company’s Global Head of Music & Culture, Joshua Burke said: “The Coca-Cola Company has a rich legacy, one of deep human connection and cultural resonance – breaking barriers and bringing people together across borders and generations.

“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.”

They claim the label will be “genre-agnostic”, meaning they will focus on artists that they think have potential regardless of the type of music they are making. They have announced their first two signings: French-New Zealand artist Max Allais and Indian singer-songwriter and producer Aksomaniac.

They say that these two artists reflect their “future-facing ethos”. The label says that both artists tell stories through their sounds and songwriting and will be releasing music in the coming months.

Allais said: “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.”

Aksomniac shared the sentiment of empowerment, writing: “real thing records. isn’t asking me to translate or simplify. They’re helping me echo it louder. I want these songs to reach people who feel things deeply – the ones who live in between, who’ve never quite seen themselves in what’s out there. If we can reach them – wherever they are in the world – that’s the point.”

The label will use the huge branding and marketing expertise developed from the major brands behind it to elevate their artists. They state their intention to take underground anthems to global stages.

Executive Vice President of Universal Music Group for Brands, Richard Yaffa writes: “For years, Universal Music Group and The Coca-Cola Company have shared a belief in the power of music to spark connection and shape meaningful experiences.

“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.

Both companies recognise the long-term value of investing in artistic innovation, and our past work together has consistently demonstrated how music can move people and create lasting impact. The evolution and continued success of our several collaborations stands as a testament to what’s possible when we align creativity with cultural relevance.”