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 more

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 Rapper, 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 29th 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 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, 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

Source: The Coca-Cola Company