Coca-Cola Partners With Universal, Launches Label real thing records.

The Coca-Cola Company has partnered with Universal Music Group (UMG) to launch real thing records. (rtr.).

The vision:

• In its press release, UMG calls this a “new evolution of Coca-Cola’s rich legacy in music,” stating that rtr. is dedicated to “uplifting burgeoning artistry from around the world, and forging deeper connections between artists and fans.”

• The partnership will draw on Coca-Cola’s “unrivaled reach and cultural influence,” and UMG’s expertise in artist development and its global network of labels and partners.

• rtr. will be “genre agnostic” in its efforts to be a “launchpad for the next generation of music talent.”

The first signings:

• rtr. has announced two signings, both of which are already signed to UMG-affiliated labels.

• French-New Zealand acoustic pop artist Max Allais (Better Now Records/Universal Music Germany).

• Indian singer-songwriter and producer Aksomaniac (Def Jam Recordings India/Universal Music India), who blends jazz, R&B, hip-hop and Carnatic music.

• Both will release music on rtr. soon.

What they 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.”