The Coca-Cola Company has expanded its involvement in music by launching a new record label called real thing records in collaboration with Universal Music Group. This label aims to promote emerging talent world-wide and enhance the bond between artists and fans. The partnership combines UMG’s expertise in artist development with Coca-Cola’s broad influence.
The label’s first two signings are Max Allais, an acoustic pop artist, and Aksomaniac, an Indian singer-songwriter blending jazz, R&B, hip-hop, and Carnatic music. Both will release music soon. Coca-Cola has historically integrated music into its marketing efforts, collaborating with numerous famous artists over the years.
Of his signing with rtr, Max Allais says: “Being one of the first artists signed to real thing records. 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.”
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. 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.”
Visit real thing records at https://www.realthingrecords.com for more details.
