The Coca-Cola Company has partnered with Universal Music Group (UMG) to launch a new global music label, Real Thing Records (rtr). The brand creative was led by Explorers Club Studio and is positioned as a new platform to connect brands, music, and fandoms.
rtr aims to support emerging artists from around the world to find their own voice and grow on the global stage through a ‘genre-agnostic’ approach that is not limited to a specific genre. The inaugural lineup includes French-New Zealand singer-songwriter Max Allais and Indian artist Aksomaniac.
Max Aleix presents music based on emotional acoustic pop, while Axomaniak presents a unique sound that fuses jazz, R&B, hip-hop and Indian traditional music, Carnatic. Both artists have been active under UMG labels and will be releasing new music through rtr.
Real Thing Records’ visual identity is a contemporary reimagining of Coca-Cola’s iconic design heritage. Explorers Club Studio used Coca-Cola’s signature red as the main color, and reinterpreted the brand’s signature element, the ‘Arden Square’, as a visual device called the ‘Arden Portal’. This element acts as a storytelling platform connecting artists and audiences.
The rtr logo is implemented as a generative motion design that reacts to sound, providing a dynamic brand experience that seems to come alive with the music. The three-dimensional cube-shaped logo is reminiscent of the 'On Air' lightbox in a radio studio or the MTV logo, and captures both the history and modernity of the music industry.
The photo visuals capture the vibrant music scene of clubs, venues and dancefloors, with a color grading of dark blues and blacks. It was shot at the House of Koko in London and is inspired by music videos and fashion trends from the 1990s.
“Real Thing Records is more than just a label; it’s a long-term platform that empowers artists to freely express their creativity and identity on a global stage,” said Joshua Burke, Coca-Cola’s global chief music and culture officer. “It’s rooted in the essence of music and fandom, and it’s about authentic growth.”
“Our two companies have long shared a belief in the power of music to connect people and create cultural moments,” said Richard Yaffa, executive vice president of Universal Music Group for Brands (UMGB). “The launch of this label is a new leap forward in furthering that philosophy.”
“I’m honored to be signed to Real Thing Records,” says Max Aleix, rtr’s first artist. “This label gives me the opportunity to connect with my fans on a deeper level while not compromising on my creative side.” “rtr doesn’t ask me to simplify or translate, but rather to let my stories resonate louder,” says Axomaniak.
This project was a collaboration between strategic partners Babagna Batifrolu, creative director Ibrahem Hassan, brand design by forpeople, and Explorers Club Studio, which built the brand worldview and digital experience. They wanted to break away from the existing label framework and build an ecosystem centered on artistry, technology, and fandom.
Real Thing Records aims to be more than just a music distribution platform, but a new cultural connector connecting artists and fans around the world. For more information, visit the official website realthingrecords.com Or you can check it out on Instagram @realthingrecords.
