Coca-Cola entered the music enterprise with a daring transfer Tuesday (Could 14) by launching actual factor tecords. (rtr) in partnership with Common Music Group, aiming to highlight international expertise throughout all genres—together with Hip-Hop.
The Atlanta-based beverage big, with a 138-year legacy and 2024 revenues exceeding $45 billion, is now tapping into the cultural energy of music.
This new enterprise marks a strategic enlargement past soda into the sonic area, with a transparent give attention to artist improvement and style inclusivity.
“actual factor information. is designed to unlock larger potential for artists, followers, and our manufacturers—the place creativity fuels progress, and the mixed energy of our community and key international music companions create worth larger than the sum of its elements,” mentioned Joshua Burke, The Coca‑Cola Firm’s World Head of Music & Tradition.
Two artists are already on the roster.
French-New Zealand acoustic pop singer Max Allais joins by way of Higher Now Data below Common Music Germany.
Indian genre-blender Aksomaniac, who fuses jazz, R&B, Hip-Hop and Carnatic influences, is signed by Def Jam Recordings India.
Each artists are anticipated to launch new music below actual factor information. within the coming months.
“I make music to call issues I by no means had phrases for rising up – emotions that didn’t match cleanly into one language, one style, one model of myself. actual factor information. isn’t asking me to translate or simplify. They’re serving to me echo it louder,” Aksomaniac mentioned.
Described as “genre-agnostic,” the label is designed to help rising expertise from all over the world whereas fostering deeper connections between artists and their listeners.
Coca-Cola and UMG are combining their strengths—Coke’s international attain and cultural affect with UMG’s artist improvement infrastructure.
“actual factor information. is a pure evolution of our international music technique,” mentioned Joshua Burke, Coca-Cola’s international head of music and tradition advertising and marketing. “By means of the launch of actual factor information., we’re excited to proceed elevating the Coca-Cola model and our connection to music tradition.”
UMG’s Government Vice President of Market Improvement, Adam Granite, added, “We’re excited to develop our relationship with Coca-Cola to launch actual factor information., a brand new platform for creating and advertising and marketing rising expertise.”
The label is a part of Coca-Cola’s long-term funding in music, with the corporate pledging to reinvest in artist packages and keep a robust give attention to music tradition.
Based in 1886, Coca-Cola has developed from a pharmacy counter drink to a world powerhouse. Now, with actual factor information., it’s betting that music—particularly Hip-Hop—will help it keep culturally related for the following era.
