The Coca-Cola Firm has deepened its long-running involvement within the music enterprise, launching a brand new document label in partnership with Common Music Group.
Dubbed actual factor data., the “genre-agnostic” label will give attention to elevating rising expertise from around the globe and deepening the connection between artists and followers, Coca-Cola stated in an announcement on Wednesday (June 11).
The plan is to leverage UMG’s main place in artist improvement and its world community of labels and companions, combining it with Coca-Cola’s attain and cultural affect.
The brand new label has already introduced its first two signings, each of whom are already signed to UMG-affiliated labels: French-New Zealand artist Max Allais (Higher Now Information/Common Music Germany) and Indian singer-songwriter and producer Aksomaniac (Def Jam Recordings India/Common Music India).
Allais brings acoustic pop to the label, whereas Aksomaniac brings a mix of jazz, R&B, hip-hop and Carnatic music. Each artists will likely be releasing music on rtr within the coming months.
“For years, Common Music Group and The Coca-Cola Firm have shared a perception within the energy of music to spark connection and form significant experiences,” stated Richard Yaffa, EVP of Common Music Group for Manufacturers (UMGB).
“With the launch of actual factor data., we’re taking that imaginative and prescient additional – becoming a member of forces to construct a contemporary label that champions artistry and amplifies rising voices on world and native phases, whereas giving followers the cultural moments they crave.
“For years, Common Music Group and The Coca-Cola Firm have shared a perception within the energy of music to spark connection and form significant experiences.”
Richard Yaffa, Common Music Group for Manufacturers
UMG and Coca-Cola have been working collectively for a while, notably on Coke Studio, which launched globally in 2022 as a platform to highlight rising expertise. Additionally that yr, the beverage firm launched the Sprite Limelight music program, which kicked off with artists Coi Leray of the US, Omah Lay of Nigeria, and Hua Chenyu of China creating music out of a hook and lyric written by James Blake.
“Our previous work collectively has persistently demonstrated how music can transfer folks and create lasting impression. The evolution and continued success of our a number of collaborations stands as a testomony to what’s doable once we align creativity with cultural relevance,” UMG’s Yaffa added.
“actual factor data. is designed to unlock higher potential for artists, followers, and our manufacturers – the place creativity fuels development, and the mixed energy of our community and key world music companions create worth higher than the sum of its components,” Coca-Cola’s International Head of Music & Tradition, Joshua Burke, stated.
“It’s our intention to let artists shine and provides them the flexibleness to develop their identities with the assist of worldwide attain and experience. It’s a long-term dedication to music – enabling us to reinvest in our packages, champion the subsequent era of expertise, and keep rooted in what issues most: music and fandom.”
Coca-Cola has lengthy made music a key a part of its advertising technique, going again to the nineteenth century when it harnessed the recognition of music corridor singer Hilda Clarke for its adverts. Within the many years since, Coca-Cola has partnered with the likes of Aretha Franklin, Ray Charles, Elvis Presley, and Taylor Swift.
“actual factor data. is designed to unlock higher potential for artists, followers, and our manufacturers – the place creativity fuels development.”
Joshua Burke, Coca-Cola
actual factor data. continues the corporate’s ethos of uniting communities by way of music, maybe most famously mirrored in its 1971 “Hilltop” TV business, which tailored the pop tune I’d Prefer to Educate the World to Sing (In Excellent Concord).
“Immediately artists have a standpoint that expands past music,” Coca-Cola’s Burke stated.
“They perceive their private model and followers really feel linked to them in additional private methods. The genesis of actual factor data. was figuring out this shift, and figuring out that our credibility as advertisers with creatives, strategic entrepreneurs, designers, and scale; can assist artists in new methods.”
Of his signing with rtr, Max Allais stated: “Being one of many first artists signed to actual factor data. is surreal. Extra than simply being signed to a label, it’s an opportunity to share my music with out artistic compromise and join with my followers on a deeper degree. I’m excited to additional develop my private model with the assist of two world powerhouses in Coca-Cola and UMG.”
Aksomaniac stated: “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 data. isn’t asking me to translate or simplify. They’re serving to me echo it louder.
“I would like these songs to succeed in individuals who really feel issues deeply – those who stay in between, who’ve by no means fairly seen themselves in what’s on the market. If we are able to attain them – wherever they’re on this planet – that’s the purpose.”Music Enterprise Worldwide
