The Coca-Cola Company is partnering with Universal Music Group (UMG) to launch real thing records. (rtr), a new record label dedicated to uplifting burgeoning artistry from around the world, and forging deeper connections between artists and fans. Representing a new evolution of Coca-Cola’s rich legacy in music, rtr merges the company’s unrivaled reach and cultural influence with UMG’s industry-leading expertise in artist development and its expansive global network of labels and partners, further deepening the connection between these longstanding collaborators.
With a genre-agnostic approach and a mission to amplify bold, authentic voices from around the world, rtr is designed to be a launchpad for the next generation of music talent. As part of the launch, rtr has announced its first standout signings: French-New Zealand artist Max Allais (Better Now Records/Universal Music Germany) and Indian singer-songwriter and producer, Aksomaniac (Def Jam Recordings India/Universal Music India), both are rising stars whose artistry, ambition, and bold perspective embody the label’s forward-thinking global vision.
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“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,” said Joshua Burke, The Coca-Cola Company’s Global Head of Music & Culture. “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. It’s our intention to let artists shine and give them the flexibility to develop their identities with the support of global reach and expertise. 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.”
“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,” shared Richard Yaffa, Executive Vice President of Universal Music Group for Brands (UMGB). “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 recognize 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.”
The label is launching with two artists who reflect this future-facing ethos. Allais brings an intimate, globally-minded sound rooted in emotional storytelling and the timeless craft of acoustic-driven pop. Aksomaniac shares his personal story through sound and visuals that blend Jazz, R&B, and Hip-Hop with his Carnatic roots, carving out a space that’s entirely his own. Both artists embody rtr’s vision for a new era of global music and will be releasing music in the months ahead.
“Being one of the first artists signed to real thing records. is surreal,” shared Allais. “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.”
“Today artists have a point of view that expands beyond music,” shared Burke. “They understand their personal brand and fans feel connected to them in more personal ways. The genesis of real thing records. was identifying this shift, and knowing that our credibility as advertisers with creatives, strategic marketers, designers, and scale; can support artists in new ways.”
The label’s visual identity and storytelling platform were led by multi-disciplinary creative director Ibrahem Hasan, with branding by forpeople, and brand world-building and digital experiences brought to life by Explorers Club. Together, these partners have helped shape a new creative universe for a label that’s anything but conventional.
From underground anthems to global stages, rtr is here to champion the bold, the new, and the next.
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