Universal Music India And Coca-Cola Launch Real Thing Records, Debut First Artist Akso

In a strategic move blending global brand power with music discovery, Devraj Sanyal, Chairman & CEO, India at Universal Music Group, has announced the launch of Real Thing Records,a new label initiative created in partnership with The Coca-Cola Company’s global music team.

The collaboration, positioned at the intersection of culture, branding and artist development, aims to identify emerging talent and amplify them on a global stage. The label is being built under UMG’s brand partnerships division, UMG for Brands.

Marking its first major milestone, the label has unveiled its debut artist, Akso (also known as @aksomaniac), with the release of his track Amsham. The release is a joint effort between Real Thing Records and Def Jam India, signaling a strong entry into the contemporary music ecosystem.

According to Sanyal, the initiative represents “the coming together of two large worlds with one shared purpose,to find great talent and give it a truly global stage.” The announcement follows months of scouting and development to identify the right debut act.

Akso, whose previous work includes tracks like Pappam and Kanmashi as well as the Vathamanaam EP, brings a distinctive sonic identity rooted in emotion and storytelling. The debut track Amsham is described as a layered expression of longing and intangible love, drawing thematic inspiration from the cultural legacy of Manmadhan.

The project also features collaborations with artists including MHR and Bhumi, adding depth to the sonic landscape of the release.

Sanyal emphasized that the launch is just the beginning of a larger vision for Real Thing Records, with teams across India and international markets contributing to its development. The initiative reflects a growing trend of brand-led music ecosystems, where global corporations play an active role in talent incubation and distribution.

With this partnership, UMG and Coca-Cola are doubling down on their shared ambition to merge culture and commerce,leveraging music as a universal language to connect audiences worldwide.