In a bold new step that merges music, culture, and global influence, The Coca-Cola Company has partnered with Universal Music Group (UMG) to launch Real Thing Records, a new imprint within UMG’s roster which is built to give a platform to the next generation of global music talent.
The ambitious venture marks an evolution in Coca-Cola’s longstanding legacy in music by teaming with UMG’s renowned expertise in artist development to create a space that aims to be more than just your average label but rather a space that puts an artist at the center by elevating authentic, emerging voices from around the world and investing in their creative journeys.
“It’s fair to say that the Coca-Cola Company set a very high bar very early on when it comes to achieving excellence in music and music marketing. As a matter of fact, the Coca-Cola Company will always hold the distinction of being the first brand to create a song for an ad that went viral — or charted in real life and culture — with 1971’s iconic ‘Hilltop’ commercial featuring the song ‘I’d Like to Buy the World a Coke’,” Joshua Burke, The Coca-Cola Company’s Global Head of Music & Culture, tells GRAMMY.com.
“It was a big hit — so big that it was even used in the finale of ‘Mad Men,’” Burke continues. “So, as someone who is a representative of the Coca-Cola Company and fortunate enough to work on music and music programs every day, we carry a massive responsibility to ensure that we are always pushing the needle forward in what’s possible with brand marketing and music. That means we need to take big swings.”
French New Zealand artist Max Allais and Indian singer/songwriter and producer Aksomaniac are Real Thing Records’ first signees, and both capture the label’s ethos: ambitious, original, and rooted in personal expression with global resonance. Their upcoming releases will offer a first glimpse into the label’s vision as a future-facing space where artists are empowered to develop their identities and engage fans on a deeper level.
Speaking about the ethos of the label, Burke shares: “Young artists today face a noisy, saturated landscape. Music is more democratic than ever, but cutting through is harder. The ethos of Real Thing Records is to champion artists at any level. We don’t care if you have one follower or one million, recorded at Abbey Road or in your bedroom. We support artists who are the real thing — authentic, with a point of view, a good heart, great music, and, most importantly, a strong relationship with their fans.”
GRAMMY.com sat down with Burke to discuss why partnering with UMG felt like the right decision, how Real Thing Records will be a unique and modern label putting artists first, how they plan to prioritize diversity and what the ultimate goal of the label is.
What inspired Coca-Cola to launch its own record label, and why was Universal Music Group the right partner?
The Coca-Cola Company — across all of our brands and portfolio — has an ethos anchored in community building: bringing people together, connecting humans, and celebrating creativity and authenticity. Music is no exception.
We often work with major artists like Karol G or Jon Batiste — people with incredible accolades and global followings. But what makes Coca-Cola special is our long-term dedication to emerging artists and music communities. We use the power and scale of our organization to support the next generation of talent and make the world a more musical place.
Universal Music Group — our long-time partner with a global track record of bringing music to global audiences and having expertise in supporting artists — was the perfect fit to help us build and launch Real Thing Records.
How does Coca-Cola complement UMG’s traditional label role?
Real Thing Records is an imprint of Universal Music Group, built to create a new kind of label model, one where the output is greater than the sum of its parts. It combines Universal Music Group’s global music expertise with the reach, scale, and marketing machinery of the Coca-Cola Company. The whole premise is to bring the best of both worlds to support and develop talent.
What we offer is a supercharged platform — combining the strengths of Universal and Coca-Cola to help artists break through in unprecedented ways. On our side, Coca-Cola activates a global network of partners and customers, giving artists access to marketing channels and opportunities they wouldn’t normally have.
However, it’s important to note that there is no requirement for any of the artists who work with us to be a part of a brand campaign.
I imagine some people may assume that would be the first thing Real Thing Records signees would be required to do.
We’re not signing artists to be ambassadors of our brands. We’re investing in music and music culture, for music’s sake and for these artists, and if and when the opportunity strikes, where these artists may be a good fit for one of our programs or one of our campaigns that will be up to them, and it would be in partnership with something that would drive value for them.
Real Thing Records is not a campaign or a short-term brand blip or brand platform. It’s a long-term investment in music and music culture for the purpose of growing our equity with emerging artists and emerging communities all over the world.
We believe we are one of the first ever truly global record label imprints with the ambition of operating all over the world, versus being tied to one genre or one location.
How will you deliver on your goal to champion emerging artists?
It’s a big goal. We really want to make an impact and take a big swing in a way that unlocks the value Coca-Cola and Universal Music Group can bring together — not just for the artists we’re signing, but also for their fans.
We understand this initiative is extraordinarily ambitious, and because of that, we’re walking into it with eyes wide open. We know that for it to succeed, we have to leverage the strength of all our partnerships and the expertise of many people across both organizations.
Like anything in life, you get what you put into it; we know we need to pour a lot of love, care, and passion into it for it to succeed. We’re committed to making it work over the long haul, staying humble and open, learning from experts, and listening to the community to build something truly valuable for the artists and their fans.
Will Real Thing Records release full albums and EPs or focus more on single-driven, campaign-based releases that align with specific cultural moments?
All of the above. We’re not limiting ourselves to one model. There are more ways than ever to release music, and we want to stay flexible. Cultural moments — whether an occasion or campaign — can be powerful launch points. Each release will be case-by-case, based on what’s right for the artist and the moment.
Real Thing Records has been described as “genre-agnostic” and globally focused. How will Real Thing Records authentically amplify diverse voices?
Diversity is extremely important to us with Real Thing Records because we understand that if we’re going to operate with the ambition of being a global record label imprint, we have to make a deliberate effort to elevate voices from different backgrounds, cultures, communities, and potentially different generations.
We’re actively looking in various markets and countries around the world to create an initial roster of artists that represents a cross-section of humanity — a true tapestry of what modern music looks like today.
With so much emphasis on artist authenticity and cultural resonance, how will Real Thing Records balance brand goals with the creative freedom of the artists you sign?
Like Universal Music Group, Real Thing Records is an artist-first label. The creativity and voice of the artist are most important to us. From a marketing and Coca-Cola perspective, we champion authenticity and creativity in communities. We work with artists to build their voice and tell honest stories, so any campaign partnerships are authentic end-to-end.
Marketing-wise, we gain more by working authentically with artists. We prioritize championing their voice, creativity, and vision. Our brand philosophy centers on inclusivity, community, and bridging divides. We partner with artists who share these values, ensuring our brand and company values are positively reflected.
Beyond music production, what kind of support or resources will artists on the label receive to develop their brand, identity, and audience?
Artists come to Real Thing Records with different strengths and needs. To support them, we offer a robust list of value-adds and benefits they might not otherwise access, including global partners in sports and entertainment.
The Coca-Cola Company provides artists with marketing experts to help strategize their personal brand and connect their music to the world. We have strong partnerships with music venues and festivals — some we own — giving artists chances to perform globally.
A big thing to note is that the revenue the Coca-Cola Company generates from Real Thing Records will go back into the label, supporting the art, artists, and music we aim to elevate daily. There’s much value here beyond traditional support.
What made Max Allais and Aksomaniac the perfect candidates to become the first two artists signed to Real Thing Records?
We’re very proud to partner with Max Allais and Aksomaniac. Launching Real Thing Records with two artists who bring very different musical styles and represent distinct cultures and genres perfectly captures the global spirit and vision we want to bring to music fandom and community.
Max Allais was our very first signee — a truly incredible human being. Humble yet immensely talented, he’s built a passionate and engaged social following by connecting honestly and authentically through his music, which resonates across borders.
Aksomaniac is finishing some exciting releases with Def Jam India, and we’re thrilled to welcome him to Real Thing Records later this year. Both artists embody the creativity, authenticity, humility, and community-bridging values that Coca-Cola stands for, making them the perfect first voices for our label.
How will decisions be made around which artists to sign? What criteria or values will Real Thing Records prioritize beyond musical talent?
We’re looking for artists who have a genuine dedication to their music and their craft. We can take a few more risks in terms of the types of artists that we sign since we are not linked to a specific genre or culture. So, we’re looking for artists who are the real thing, artists who are open-minded and are willing to be collaborators and think differently about how their music is brought to the world. We are looking for creatives who are willing to partner with something new, innovative, and groundbreaking – and that might not be for everyone.
For any artists who feel like they may be a perfect fit, you can follow us on Instagram, @realthingrecords. We also have a website. We are monitoring those two platforms, so reach out to us there.
So, no PO Box to send tapes and CD demos?
No, but that’d be awesome. I would love that. If people were to send me a cassette tape, I would 100 percent go on Amazon or something and buy a Sony Walkman to listen to it.
How do you see Real Thing Records evolving over the next 5 to 10 years? Could it expand into film, immersive experiences, or even live events?
We have set a very ambitious goal for ourselves from the start with Real Thing Records, and while we have the power and weight of two of the largest companies of our kind in the world, we are operating essentially as a startup within these two global businesses.
Right now, we are laser-focused on adding value to the artists that we are initially bringing on board and how those artists translate and how we can make a positive impact for those artists. Five to 10 years from now, who knows? I just want to focus on right now.
Do you see Real Thing Records influencing the broader music industry by setting new standards for brand-artist collaborations?
I hope so. Real Thing Records isn’t starting with the ambition to change how brands work with artists. Our primary goal is to authentically elevate artists by combining the traditional record label power with the reach of a global brand like Coke.
That said, my hope is that other brands begin to see artists as collaborators, not just campaign assets they pay for and move on from. As marketers today, we have a responsibility to work with the music industry and artists for mutual benefit to fans and consumers.
If Real Thing Records inspires a better value exchange between artists, music, and brands, lifting both simultaneously, we’ll have done more than we set out to do.
