Coca-Cola will use the services of Music Dealers to “ discover and license music from currently trending bands” globally

Coca-Cola will use the services of Music Dealers to “ discover and license music from currently trending bands” globally

The Coca-Cola Co has purchased a minority share in US music licensing company Music Dealers.

The agreement will allow Coca-Cola to use the services of Music Dealers to "discover and license music from currently trending bands" globally, the soft drinks giant said yesterday (27 July). Neither the share purchased nor its value were disclosed.

"The deal offers shared value for both partners and signals a brand new model for sourcing and licensing music for global branded programmes," Coca-Cola said in a statement.

"Coca-Cola will benefit from Music Dealers' insider industry knowledge and access, while Music Dealers and their global network of emerging talent will benefit from the scale and marketing leverage of The Coca-Cola Co - a reach that spans to over 200 countries," it added.

Coca-Cola said it will work with Music Dealers to source music, artists and lyrics for a variety of brand campaigns, programmes and events.