The Coca-Cola Company has partnered with Universal Music Group (UMG) to launch real thing records. (rtr)—a new global record label committed to championing emerging artists and deepening the bond between musicians and fans worldwide.
Positioned as the next step in Coca-Cola’s long-standing connection with music, rtr combines the brand’s cultural influence and global footprint with UMG’s proven expertise in artist development and its extensive network of labels and creative partners.
Unlike traditional labels, real thing records. takes a genre-agnostic approach, aiming to elevate bold, authentic voices that resonate with audiences across borders. The label’s first two signings set the tone:
- Max Allais, a French-New Zealand artist whose intimate, acoustic-driven pop is rooted in storytelling.
- Aksomaniac, an Indian singer-songwriter and producer who blends Jazz, R&B, Hip-Hop, and Carnatic music into a unique, boundary-pushing sound.
“We’re building something that gives artists the freedom to grow without creative compromise,” said Joshua Burke, Global Head of Music & Culture at Coca-Cola. “This is a long-term commitment to music and fandom, and a chance to reinvest in the next generation of talent.”
Richard Yaffa, EVP of Universal Music Group for Brands, called the label a natural evolution of the companies’ shared belief in music as a force for cultural connection. “With real thing records., we’re creating a modern label that puts emerging artistry front and center, while giving fans the global moments they’re looking for.”
Both artists emphasized the creative freedom offered by the label. “All I want is to make honest music and connect with my fans in a real way,” said Max Allais. “Being part of real thing records. gives me the space to do that.” Aksomaniac added, “I make music for people who live in the in-between—those who haven’t always seen themselves reflected in mainstream sounds. This label is giving me the chance to tell those stories without needing to fit in.”
The creative identity of real thing records. has been developed in collaboration with creative director Ibrahem Hasan, brand agency forpeople, and digital experience studio Explorers Club, bringing a fresh, unconventional visual world to the label.
With rtr, Coca-Cola and UMG are reimagining how brands and music can collaborate—focusing not just on hits, but on building lasting cultural impact.
