MUMBAI: Coca-Cola has partnered with �Music Dealers' a licensing company, to provide emerging talents on the global music stage.

According to the deal, Coca-Cola will work with Music Dealers to source music, artists and lyrics for a variety of brand campaigns, programs and events including  "Coca-Cola Music" -- the global music program which is organised in 140 countries.

The Coca-Cola Company Worldwide sports and entertainment marketing group director Emmanuel Seuge said, 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. It's a great opportunity for the thousands of emerging artists around the world who are looking for a global platform to launch their music."

Coca-Cola will earn a minority share in the company, while Music Dealers and their global network of emerging talent will benefit from the scale and marketing leverage of The Coca-Cola Company -- a reach that spans to over 200 countries.

Music Dealers president Eric Sheinkop said, "Our values are perfectly aligned -- we aim to promote independent artists and share their music with fans around the world. The Coca-Cola Company is a great partner who offers solid support to our artists. When artists record a track for Coke, they put significant marketing leverage behind it. The song gets more exposure worldwide than even big artists get from a record label. This arrangement has literally helped artists launch their careers."