Well, you can’t accuse Coke’s Joe Belliotti of setting his ambitions low. He’s been talking to Marketing Week about Coca-Cola Music, a new branded platform that launched earlier this year with a 24-hour recording session for Maroon 5. “Our ambition is to create campaigns that transcend popular culture,” he says. “I think consumers already associate music with Coke because of our history – the hilltop [“I’d like to teach the world to sing”] campaign and our links with artists like Aretha Franklin and Ray Charles.” Coke’s activity around the 2012 Olympic Games is expected to be the springboard for a big push with Coca-Cola Music in 2013, and the company is already working with licensing company Music Dealers to identify emerging artists for use in upcoming ad campaigns. It’s also working with Universal Music Group on the more established end of things.

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