Coca-Cola Selects Paste Magazine for New Music Initiative

FOR IMMEDIATE RELEASE

Decatur, GA (September 28, 2006) - As part of the larger “The Coke Side of Life” campaign, Coca-Cola and Paste magazine have created a partnership, the Coca-Cola Global Independent Music Initiative presented by Paste.  Beginning today, and continuing once every month going forward, Paste magazine will hand select and provide coverage for 40 emerging artists from all around the world.

Ten artists/bands from each of four geographic areas/categories (US/Canada, Latin America, Europe, and Global) will be selected every month, and free music and coverage for each of these artists will be available at: www.Coke.com/music.  In addition to the reviews and free songs, the web site will also feature two new podcasts each week from Paste DJs. 

The European edition of the Coca-Cola/Paste podcast launched in August through iTunes®, as part of Coke and Apple’s new partnership and this alliance kicked off with live concerts in the UK, Germany, Austria and Switzerland.   

“A big part of the Paste mission is to shine a light on artists that deserve the spotlight, particularly independent artists with abundant talent but no place in the mainstream radio wasteland.  Coca-Cola has given us a wonderful platform to further this goal,” explains Paste President and Senior Editor Tim Regan-Porter. 

“The partnership between Coca-Cola and Paste is a natural fit,” says TK, “The Coke Side of Life campaign is much along the lines of Paste’s tagline celebrating of ‘signs of life’ in music and culture.  The Coca-Cola Global Independent Music Initiative presented by Paste will allow people from around the world to connect and share the most universal experiences - those that are simple, optimistic, refreshingly honest and uplifting.”