vitaminwater® and The FADER Unite to “Hydrate the Hustle™” for Fifth Anniversary of #uncapped Concert Series

Performances to include #uncapped alumni, along with a diverse mix of
emerging and established musicians across five nights in New York City
including Fetty Wap, Chance the Rapper, Willow Smith, Kehlani and many

NEW YORK–(BUSINESS WIRE)–vitaminwater® and The FADER today announced the fifth
anniversary of their award-winning music series, #uncapped. This year,
the annual event will span five consecutive nights in New York City, and
feature performances from a collection of artist alumni including Matt
and Kim
and JoJo, along with talent new to the #uncapped
stage including Alessia Cara, Fetty Wap, Chance the
, Willow Smith, Kehlani and many more.

The path to success is the story of your hustle and hard work. To
celebrate those who worked their way up from the streets to the stage,
the #uncapped series is dedicated to hydrating the hustle of
emerging musical talent and celebrating the success of some of the
program’s most notable hit-makers. The concert series will kick off on Tuesday,
September 29
th in New York City, the place
where the vitaminwater hustle began, and last throughout the week
until its closing night on Saturday, October 3.

“We are thrilled to be embarking on the fifth anniversary of the
#uncapped series with incredible acts who have hydrated their hustle to
get to where they are,” said Ryan Robertson, Sr. Brand Manager of vitaminwater.
“It’s rewarding that #uncapped has come to a point so quickly where we
can have this mix of talent, who continue to change the game in music
and culture. This is due in large measure to our partnership with The
FADER and their ability to create content platforms and experiences that
continue to resonate strongly with consumers everywhere.”

Over five nights, #uncapped will showcase the next generation of music
royalty and unite these artists with alumni from past #uncapped events.
Each event will be free to the public and will also feature DJ sets,
interactive fan activities and much more. Guests 21+ will be able to
submit an RSVP for each night’s event at
beginning today through midnight EST, September 28, 2015, after which
they will be notified of their confirmation based on availability. Fans
will have more opportunities to attend each event by keeping an eye on
each artists’ social media pages, the #uncapped website, and via The
FADER (@thefader) and vitaminwater (@vitaminwater) on Twitter.

“We came up with the #uncapped program five years ago as a way to
connect our brand to consumers in a natural, unique setting,” said Andy
Cohn, president and publisher of The FADER. “Since then, #uncapped has
evolved into an annual celebration of emerging and established talent,
and we’ve been able to share some incredible performances from more than
60 artists, DJs, and special guests with our readers for free. This is a
monumental year for The FADER, and for vitaminwater, and we’re
looking forward to celebrating with our readers.”

Performance clips, artist interviews, behind the scenes footage and much
more will be available on
and the vitaminwater YouTube channel (

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 20 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 e 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
follow us on Twitter at, visit our blog,
Coca-Cola Unbottled, at
or find us on LinkedIn at

About The FADER

Launched in 1999, The FADER is an award-winning music, style and culture
publication and the unofficial guide to what’s next in music. The FADER
is credited with giving early exposure to top artists including Kanye
West, Bon Iver, Kendrick Lamar, Outkast, Drake and The White Stripes.
The FADER brand has expanded in innovative ways, providing a
cross-platform reach across print, digital, mobile, social media,
and experiential realms, including its flagship live music event, The
FADER FORT, in New York and Austin, that presents some of today’s most
innovative programming and emerging artists to fans. For more
information, head to
or follow us on Twitter at @thefader.


Danielle DuBois, 212-545-6098
Rebecca Silverstein, 212-652-9311