Coca-Cola has launched a new record label called real thing records in partnership with Universal Music Group (UMG). The label will take a genre-agnostic approach, focusing on finding authentic voices from around the world and supporting artist development. The company aims for the label to be a launchpad for the next generation of music talent and has already signed new artists.
French-New Zealand artist Max Allais and Indian singer-songwriter and producer Aksomaniac are among the first artists signed to the label. Allais is known for his acoustic-driven pop and emotional storytelling, while Aksomaniac blends jazz, R&B, hip-hop, and Carnatic music to create a unique sound.
Joshua Burke, Coca-Cola’s Global Head of Music & Culture, said the company’s legacy is rooted in connection and cultural resonance. He described real thing records as a platform designed to unlock greater potential for artists, fans, and brands by combining creativity with the global reach and expertise of Coca-Cola and UMG. Burke emphasized the label’s long-term commitment to music, aiming to reinvest in programs and champion emerging talent while focusing on music and fandom.
Max Allais expressed excitement about being one of the first artists signed, highlighting the opportunity to share his music without creative compromise and to connect more deeply with fans. Aksomaniac explained that the label supports his desire to express feelings that don’t fit neatly into one language or genre, helping his music reach people who identify with those experiences.
The label plans to release new music from both artists in the coming months, marking the start of what Coca-Cola describes as a new era of global music.
