Emmanuel Seuge, 38, has made a lot of in-roads between Coca-Cola and the music industry in 2013, from the introduction of app PlaceLists with Spotify and the expansion of its partnership with Music Dealers—companies in which Coke has a minority stake. But speaking to him in late June, his mind is already on 2014. Coke has kicked off a global music initiative that will unveil its next phase in September, leading in to the 2014 Winter Olympics in Russia, before traveling to the 2014 FIFA World Cup in Brazil. “We’ve learned a lot from our K’naan experience [in 2010], which was very successful in a lot of respects,” Seuge says. With $236.8 million spent on U.S. music programs and platforms in 2012 alone, according to IEG, Coke is the industry’s third-largest sponsor, and arguably its most charitable. Publishing revenue from Coke’s version of K’naan’s “Wavin’ Flag” was donated to a clean-water charity of the artist’s choosing, and Seuge says the company is evaluating other opportunities for future publishing profits.