The Coca-Cola Company signed an agreement with Music Dealers, a full service licensing company to open up a new route for emerging talents to break onto the global music stage.

According to the agreement, Coca-Cola will use the services of Music Dealers to discover and license music from currently trending bands all over the world. The investment will earn Coca-Cola a minority share in the company.

The deal makes sense for both partners and signals a brand new model for sourcing and licensing music for global branded programs. Coca-Cola will benefit from Music Dealers’ insider industry knowledge and access, while Music Dealers and their global network of emerging talent will take advantage from the scale and marketing leverage of the Coca-Cola that is over 200 countries.

«We are excited about the opportunities that come from partnering the world’s most valuable brand with an innovative and game-changing start up and the potential ripple effect that can come of it.» said Emmanuel Seuge, Group Director, Worldwide Sports and Entertainment Marketing, The Coca-Cola Company. «Especially for the thousands of emerging artists around the world who are looking for a global platform to launch their music.»

Together the companies will source music, artists and lyrics for a variety of brand campaigns, programs and events; including becoming the key music sourcing partner for ‘Coca-Cola Music.’ This is the most extensive global music program ever launched by the company and that is now activated in 140 countries.

Currently, Coca-Cola is running a program to maintain Southern California beaches.