The Coca Cola Company and Universal Music Group have partnered on the launch of a new imprint, Real Thing Records. or rtr.

The venture will focus on signing and developing emerging talent from around the world, with the label focused on all genres. The first signees are French-New Zealand artist Max Allais, who clocked a hit this year with his single “When The Party Ends.”

Real Thing Records. has also signed Indian singer, songwriter and producer, Aksomaniac, whose music fuses jazz, hip-hop and R&B with traditional Carnatic music.

Each new signing will be a joint effort between Real Thing Records. and a Universal Music Group label counterpart in each artist’s respective territory, to provide both local support and global growth. For Allais these frontline labels will be Better Now Records and Universal Music Germany) and for Aksomaniac they will be Def Jam Recordings India/Universal Music India.

 “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,” says Joshua Burke, The Coca-Cola Company’s global head of music and 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,” Burke continues. “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.” 

This is not the first partnership between The Coca Cola Company and UMG, with UMG also previously serving as the label partner for Coke Studio, an initiative that has recruited superstar artists like Usher, Tyla, Karol G, Peggy Gou and NewJeans to participate in projects like original songs, festival experiences and live performances.

“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,” says Universal Music Group for Brands executive vice president Richard Yaffa. “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,” Yaffa continues, “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.”