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 large, 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 growth past soda into the sonic house, with a transparent deal with artist growth and style inclusivity.
“actual factor information. is designed to unlock higher 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 higher than the sum of its elements,” stated Joshua Burke, The Coca‑Cola Firm’s International 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 Information underneath 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 underneath 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 stated.
Described as “genre-agnostic,” the label is designed to help rising expertise from world wide 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 growth infrastructure.
“actual factor information. is a pure evolution of our international music technique,” stated Joshua Burke, Coca-Cola’s international head of music and tradition advertising. “By the launch of actual factor information., we’re excited to proceed elevating the Coca-Cola model and our connection to music tradition.”
UMG’s Govt Vice President of Market Growth, 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 rising expertise.”
The label is a part of Coca-Cola’s long-term funding in music, with the corporate pledging to reinvest in artist applications and keep a powerful deal with music tradition.
Based in 1886, Coca-Cola has advanced from a pharmacy counter drink to a worldwide powerhouse. Now, with actual factor information., it’s betting that music—particularly Hip-Hop—will help it keep culturally related for the following era.
