{"id":46611,"date":"2025-07-08T09:00:00","date_gmt":"2025-07-08T00:00:00","guid":{"rendered":"https:\/\/designcompass.org\/?p=46611"},"modified":"2025-07-08T07:00:03","modified_gmt":"2025-07-07T22:00:03","slug":"real-thing-records-by-cocacola","status":"publish","type":"post","link":"https:\/\/designcompass.org\/en\/2025\/07\/08\/real-thing-records-by-cocacola\/","title":{"rendered":"rtr, a record label created by coca cola"},"content":{"rendered":"

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.<\/p>\n\n\n\n

rtr aims to support emerging artists from around the world to find their own voice and grow on the global stage through a \u2018genre-agnostic\u2019 approach that is not limited to a specific genre. The inaugural lineup includes French-New Zealand singer-songwriter Max Allais and Indian artist Aksomaniac.<\/p>\n\n\n\n

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.<\/p>\n\n\n\n

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Coca-Cola Brand Heritage, Reinterpreted in a Modern Way<\/h2>\n\n\n\n

Real Thing Records\u2019 visual identity is a contemporary reimagining of Coca-Cola\u2019s iconic design heritage. Explorers Club Studio used Coca-Cola\u2019s signature red as the main color, and reinterpreted the brand\u2019s signature element, the \u2018Arden Square\u2019, as a visual device called the \u2018Arden Portal\u2019. This element acts as a storytelling platform connecting artists and audiences.<\/p>\n\n\n\n

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.<\/p>\n\n\n\n

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.<\/p>\n\n\n\n

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\u201cA future label centered on music and fandom\u201d<\/h2>\n\n\n\n

\u201cReal Thing Records is more than just a label; it\u2019s a long-term platform that empowers artists to freely express their creativity and identity on a global stage,\u201d said Joshua Burke, Coca-Cola\u2019s global chief music and culture officer. \u201cIt\u2019s rooted in the essence of music and fandom, and it\u2019s about authentic growth.\u201d<\/p>\n\n\n\n

\u201cOur two companies have long shared a belief in the power of music to connect people and create cultural moments,\u201d said Richard Yaffa, executive vice president of Universal Music Group for Brands (UMGB). \u201cThe launch of this label is a new leap forward in furthering that philosophy.\u201d<\/p>\n\n\n\n

\u201cI\u2019m honored to be signed to Real Thing Records,\u201d says Max Aleix, rtr\u2019s first artist. \u201cThis label gives me the opportunity to connect with my fans on a deeper level while not compromising on my creative side.\u201d \u201crtr doesn\u2019t ask me to simplify or translate, but rather to let my stories resonate louder,\u201d says Axomaniak.<\/p>\n\n\n\n

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Global creative collaboration spanning design, strategy, and fandom.<\/h2>\n\n\n\n

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.<\/p>\n\n\n\n

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<\/a> Or you can check it out on Instagram @realthingrecords.<\/p>\n\n\n\n

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More and Sources<\/h2>\n\n\n\n