The Coca-Cola Company has joined forces with full service licensing firm Music Dealers in a bid to narrow the gap between bands and brands, opening a new route for emerging talent to break onto the global music stage.
The deal includes a guaranteed commitment by Coca-Cola to use the services of Music Dealers to discover and licence music from currently trending bands across the world.
The two firms will work together to source music, artists and lyrics for a variety of brand campaigns, programmes and events - including becoming the key music sourcing partner for Coca-Cola Music.
"When artists record a track for Coke, they put significant marketing leverage behind it," said Eric Sheinkop, Music Dealers; president. "The song gets more exposure worldwide than even big artists get from a record label. This arrangement has literally helped artists launch their careers.
"Music Dealers offers numerous avenues to discover and secure music that is a perfect for a brand or project."