In a significant shakeup within the music industry, Elliot Grainge, founder and CEO of 10K Projects, has been appointed as the new CEO of Atlantic Music Group. This transition, revealed earlier today by Warner Music Group, marks a major shift in the company’s executive landscape. Max Lousada, CEO of Recorded Music, will step down at the end of September, paving the way for Grainge to step into his new role.
Despite this high-profile move, Grainge assures that 10K Projects will remain unaffected by the transition. In a letter to his staff, which was obtained by Billboard, Grainge emphasized that there would be no immediate changes at 10K, describing the shift as “business as usual.” He expressed excitement about the new opportunities that joining Atlantic Music Group, alongside Atlantic Records and 300 Elektra Entertainment, will bring.
Grainge, who founded 10K Projects in 2016 and guided its growth with notable successes from artists like XXXTentacion, Trippie Redd, Ice Spice, and Surfaces, will continue to collaborate closely with 10K co-presidents Zach Friedman and Tony Talamo. This new structure is expected to enhance visibility and provide global exposure for 10K’s roster, leveraging the extensive reach of the Atlantic and Warner Music Group networks.
In his letter to the 10K team, Grainge expressed gratitude and optimism for the future, underscoring his commitment to maintaining the label’s current trajectory and capitalizing on new opportunities within the expanded Atlantic Music Group framework.