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Vitaminwater® And The Fader Unite To “Hydrate The Hustle” Of Breakthrough Artists With This Year’s Installment Of #uncapped

The path to success is the story of your hustle and hard work: the struggle, the commitment, the perseverance. To celebrate those who worked their way up from the streets to the stage, vitaminwater® and The FADER have partnered once again to present #uncapped, a series of concerts dedicated to supporting emerging musical talent and hydrating the hustle of today’s breakthrough artists.

The concert series will kick off on Tuesday, August 19, starting in the place where vitaminwater’s hustle began: New York City. Over the next few weeks, #uncapped will showcase the next generation of urban music royalty, hitting up a few of the hustle capitals of the world: Atlanta, Philadelphia and returning to NYC to close the series. Each concert will feature sets from top DJs as well as exclusive performances and unique storytelling elements that explain how the artists have made it to where they are today.

“Since the beginning, vitaminwater has hustled its way from a small start-up in Queens and has grown to be the great-tasting beverage option that consumers love today – we understand first-hand that hard work leads to success,” explained vitaminwater Senior Brand Manager, Ryan Robertson. “Earlier this year, we partnered with hard-working comedian, Kevin Hart, to launch our ‘Hydrate the Hustle’ national campaign. We are excited to partner with The FADER again on #uncapped, so we can bring that same idea to life in the music scene by providing our fans with epic experiences and inspirational content that truly showcase how these amazing artists have made it.”

“Over the past four years, both The FADER and vitaminwater have worked hard to build #uncapped into an extremely unique music platform for both the artists and the fans,” said Andy Cohn, President and Publisher of The FADER. “Everyone has their own hustle story and we are two brands that prove that hard work and determination pay off. We’re ready to celebrate and share these stories with some incredible musicians in a few of our favorite markets.”

Exclusive content including interviews, behind the scenes footage and stories from each artist will be available following each performance on the vitaminwater YouTube channel ( and on Any artists-in-training, dreamers and future CEOs can follow vitaminwater (@vitaminwater) and The FADER (@thefader) on Twitter and Instagram to find out how they can get access to the events. vitaminwater® and The FADER are about to get #uncapped!

About The Coca-Cola Company

The Coca-Cola Company (NYSE: KO) is the world's largest beverage company, refreshing consumers with more than 500 sparkling and still brands. Led by Coca-Cola, one of the world's most valuable and recognizable brands, our Company's portfolio features 17 billion-dollar brands including Diet Coke, Fanta, Sprite, Coca-Cola Zero, vitaminwater, Powerade, Minute Maid, Simply, Georgia and Del Valle. Globally, we are the No. 1 provider of sparkling beverages, ready-to-drink coffees, and juices and juice drinks. Through the world's largest beverage distribution system, consumers in more than 200 countries enjoy our beverages at a rate of 1.9 billion servings a day. With an enduring commitment to building sustainable communities, our Company is focused on initiatives that reduce our environmental footprint, support active, healthy living, create a safe, inclusive work environment for our associates, and enhance the economic development of the communities where we operate. Together with our bottling partners, we rank among the world's top 10 private employers with more than 700,000 system associates. For more information, visit Coca-Cola Journey at, follow us on Twitter at, visit our blog, Coca-Cola Unbottled, at or find us on LinkedIn at

About The FADER

Launched in 1999 and founded by Rob Stone and Jon Cohen, The FADER is an award-winning music, style and culture publication, and the unofficial guide to what’s next in music. Led by President and Publisher Andy Cohn, The FADER is credited with giving early exposure to top artists including Kanye West, Bon Iver, Kendrick Lamar, Outkast, The Strokes, Drake and The White Stripes. The FADER brand has expanded in innovative ways, providing a cross-platform reach across print, digital, experiential, mobile, and social media realms. The FADER and its network of partners speak to a combined audience of 2 million influential young adults monthly, and include Insound, Afropunk,, Oh My Rockness, and The Cornerstone Mixtape.

Copyright Business Wire 2010

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