"For years, Universal Music Group and The Coca-Cola Company have shared a belief in the power of music to spark connection and shape meaningful experiences," shared Richard Yaffa, Executive Vice President of Universal Music Group for Brands (UMGB). "With the launch of real thing records., we are taking that vision further – joining forces to build a modern label that champions artistry and amplifies emerging voices on global and local stages, while giving fans the cultural moments they crave. Both companies recognize the long-term value of investing in artistic innovation, and our past work together has consistently demonstrated how music can move people and create lasting impact. The evolution and continued success of our several collaborations stands as a testament to what's possible when we align creativity with cultural relevance."