What does it take to start a successful independent record label today? The story of Elliot Grainge and 10K Projects shows us a trailblazer in the music world¹.

Elliot Grainge was born on November 6, 1993. His dad, Lucian Grainge, is the head of Universal Music Group (UMG). After college, Grainge moved to Los Angeles in 2016 to start his business².

In Los Angeles, Grainge began 10K Projects, first under UMG’s Capitol Music Group³. The label quickly became known for finding and helping new artists. They signed stars like Trippie Redd and Tekashi 6ix9ine³.

Elliot Grainge: The Trailblazing Music Mogul

Elliot Grainge, the son of Lucian Grainge, the CEO of Universal Music Group, was raised in the music industry⁴. His early exposure and entrepreneurial spirit led him to start his own ventures. This shows his potential as a leading figure in music.

Early Beginnings and Family Background

Grainge grew up in the UK, attending industry meetings with his father. This gave him a deep understanding of music business. It also sparked his desire to make his own mark⁴.

Educational Journey and Entrepreneurial Spirit

In 2009, Grainge moved to the United States and joined Northeastern University in Boston. There, he co-founded Take Boston, a nightlife promotion company. He also started Strainge Sessions, a platform for Berklee College of Music students⁴.

This venture showed Grainge’s talent for spotting and supporting new artists. This skill is crucial in the music industry.

“Elliot Grainge has proven himself to be a visionary leader in the music industry, with a keen eye for talent and a knack for identifying trends and opportunities. His entrepreneurial ventures have showcased his ability to think outside the box and adapt to the evolving landscape of the business.”⁴

Grainge’s early life, family connections, education, and entrepreneurial spirit set him up for success. He is now a leading figure in the music world⁴.

The Birth of 10K Projects

Elliot Grainge moved to Los Angeles after graduating from Northeastern University. He turned Strainge Sessions into Strainge Entertainment, later renamed 10K Projects⁵. It started under UMG’s Capitol Music Group and was first distributed by Caroline (now Virgin Music)⁶. Since then, 10K Projects has released music by artists like Trippie Redd, 6ix9ine, Iann Dior, and Ice Spice.

Launching an Independent Record Label

Grainge wanted to make 10K Projects a big name in music. He looked for talent and found artists with both appeal and integrity⁵. The label has released over 30 platinum singles, proving its strength in the music world.

Discovering and Signing Breakthrough Artists

10K Projects is known for finding and supporting great talent. Trippie Redd, signed to the label, has had huge success. He has seven top 5 albums on the Billboard 200, including one at number one⁵. Artists like 6ix9ine, Iann Dior, and Ice Spice have also made a big impact, drawing fans with their unique sounds and performances.

“Elliot Grainge has an uncanny knack for spotting and developing the next generation of musical superstars. His vision and unwavering commitment to artistic excellence have propelled 10K Projects to the forefront of the industry.”

Elliot Grainge’s Innovative Approach

Elliot Grainge is the brain behind 10K Projects. He has a unique way of finding and helping new artists⁷. He uses SoundCloud to find talent, like Iann Dior, and has helped many artists rise to fame⁷.

Under Grainge, 10K Projects has seen huge success. Artists like Trippie Redd and Tekashi 6ix9ine have reached the top⁷. The label has also had 18 gold and eight platinum singles, earning over 10.5 billion streams⁷.

Grainge started showing his entrepreneurial spirit early. He even made and lost money betting on gold, sugar, and oil⁷. His bold moves and drive for success have shaped his career and 10K Projects’ impact on music.

“Elliot Grainge’s ability to identify and cultivate emerging artists has been a key driver of 10K Projects’ success.”

Grainge understands the music world well and knows how to spot talent⁸. His approach, which values honesty and teamwork, has helped 10K Projects stand out in the music industry⁸.

Key Milestones and Achievements

Since it started, 10K Projects has hit many highs. The label has put out over 30 platinum singles. These include hits like Surfaces’ “Sunday Best,” Internet Money’s “Lemonade,” and Ice Spice’s “Boy’s a Liar Pt. 2” with PinkPantheress⁹.

Platinum Hits and Chart-Topping Successes

Elliot Grainge has made 10K Projects a big name in music. The label has seen chart success with artists like Trippie Redd. His album “!” even reached No. 3 on the Billboard 200⁹.

The label has also grown by signing new acts. Artists like AUSTN and iann dior have helped 10K Projects grow and make a bigger impact⁹.

Strategic Partnerships and Ventures

Elliot Grainge has made smart partnerships to help 10K Projects grow. In 2019, the label teamed up with Taz Taylor’s Internet Money collective⁹. In 2022, 10K Projects bought Homemade Projects, a company founded by Zach Friedman and Tony Talamo⁹.

“Elliot Grainge highlighted his pro-Israel stance and the importance of unity across various religions and races in the music industry.”

The Acquisition of Homemade Projects

In 2022, 10K Projects acquired the Homemade label. Zach Friedman and Tony Talamo joined 10K as co-presidents. They handle A&R, marketing, publicity, and creative¹⁰. This move helped 10K grow in artist management and marketing.

Elliot Grainge started 10K Projects in 2016¹¹. It has artists like Trippie Redd, Iann Dior, and Internet Money¹¹. Trippie Redd has had eight Top 5 albums in five years. Iann Dior’s song “Mood” was a hit for eight weeks¹¹.

The acquisition of Homemade Projects made 10K stronger in the music world¹¹. Homemade Projects added expertise in influencer management and merchandise. This helped 10K grow and succeed more¹¹.

Elliot Grainge will keep being the CEO of 10K Projects¹⁰. He will also join Warner Music Group’s global team¹⁰. This partnership will help 10K Projects and its artists grow even more¹⁰¹¹.

Joining Warner Music Group’s Leadership

Elliot Grainge and his label 10K Projects made a big move in 2023¹¹. They teamed up with Warner Music Group (WMG) in a joint venture. WMG took a 51% stake in 10K Projects, but Grainge stayed as CEO. This deal helped 10K Projects grow and brought Grainge into WMG’s leadership circle.

The Joint Venture Deal with WMG

The deal with WMG was a big win for 10K Projects. Before, they worked with Virgin/Universal. Now, they’re a standalone label under WMG, keeping their independence and creative freedom¹¹.

“This partnership with Warner Music Group is an exciting next chapter for 10K Projects and our artists,” said Elliot Grainge. “We’re thrilled to join the WMG family and leverage their global reach and expertise to take our label to new heights.”

This partnership means big things for 10K Projects. With artists like Trippie Redd and Ice Spice, they’re ready to grow even more¹¹.

Grainge’s new role in WMG’s leadership team shows he’s a rising star in music¹². His success in finding and supporting artists has made him a key player in shaping music’s future¹¹¹².

Elliot Grainge Appointed Atlantic Music Group CEO

In August 2024, Elliot Grainge was named the new CEO of Atlantic Music Group, starting October 1, 2024¹³. He will take over from Julie Greenwald, marking a new era at the label¹⁴. Grainge’s 10K Projects will now be part of Atlantic Music Group, joining Atlantic Records and 300 Elektra Music Group.

Elliot Grainge, founder of 10K Projects, will lead Atlantic Music Group. This move shows Warner Music Group’s dedication to excellence¹⁴. Grainge’s success in finding new talent will help Atlantic Music Group grow and innovate.

Atlantic Music Group is changing, with Greenwald and Kevin Liles leaving early next year¹⁴. The group will have three main labels: Atlantic Records, 300 Entertainment, and 10K Projects. A team of experienced leaders will oversee these labels, including Lanre Gaba and Marisa Aron¹³¹⁴. 300 Entertainment will be run by Rayna Bass and Selim Bouab, and 10K Projects by Nicholas Ziangas and Molly McLachlan¹⁴.

Source Links

1. https://en.wikipedia.org/wiki/Elliot_Grainge – Elliot Grainge
2. https://www.latimes.com/entertainment-arts/music/story/2023-04-20/elliot-grainge-lucian-sofia-richie-ice-spice-10k-projects-universal-music-group – Elliot Grainge is ready to step out from his father’s shadow
3. https://people.com/tv/who-is-elliot-grainge-sofia-richie/ – Who Is Sofia Richie’s Husband? All About Elliot Grainge
4. https://www.prnewswire.com/news-releases/warner-music-group-and-elliot-grainges-10k-projects-announce-joint-venture-301918100.html – WARNER MUSIC GROUP AND ELLIOT GRAINGE’S 10K PROJECTS ANNOUNCE JOINT VENTURE
5. https://www.billboard.com/lists/elliot-grainge-career-timeline-college-10k-atlantic-ceo/ – The Rise of Elliot Grainge: A Brief Career Timeline of Atlantic Music Group’s Incoming CEO
6. https://en.wikipedia.org/wiki/10K_Projects – 10K Projects
7. https://variety.com/2019/music/features/elliot-grainge-10k-projects-tekashi-6ix9ine-trippie-redd-1203423051/ – Elliot Grainge, Son of Music Industry Titan Lucian Grainge, Is Forging His Own Path
8. https://people.com/all-about-elliot-grainge-parents-8680085 – All About Elliot Grainge’s Parents, Music Executive Lucian Grainge and Samantha Berg
9. https://www.billboard.com/music/music-news/40-under-40-billboard-full-list-music-industry-power-players-8530921/ – 40 Under 40: Billboard Reveals Its 2019 Roster of Young Executives Shaking Up The Music Business
10. https://www.musicweek.com/labels/read/warner-music-group-forms-jv-with-elliot-grainge-s-10k-projects/088465 – Warner Music Group forms JV with Elliot Grainge’s 10K Projects
11. https://www.wmg.com/news/warner-music-group-and-elliot-grainges-10k-projects-announce-joint-venture – WARNER MUSIC GROUP AND ELLIOT GRAINGE’S 10K PROJECTS ANNOUNCE JOINT VENTURE – Warner Music Group
12. https://www.wmg.com/news/warner-music-group-announces-reorganization-of-recorded-music-operations – WARNER MUSIC GROUP ANNOUNCES REORGANIZATION OF RECORDED MUSIC OPERATIONS – Warner Music Group
13. https://www.musicbusinessworldwide.com/revealed-atlantic-music-groups-new-leadership-structure-under-incoming-ceo-elliot-grainge/ – Atlantic Music Group: Leadership structure under new CEO Elliot Grainge revealed
14. https://variety.com/2024/music/news/atlantic-music-group-ceo-elliot-grainge-new-leadership-structure-1236153241/ – Incoming Atlantic Music Group CEO Elliot Grainge Unveils New Leadership Structure