Trailblazing label has discovered
chart-topping artists including Trippie Redd, Ice Spice, Iann Dior
& Internet Money
Next generation team behind 30
platinum-certified hits to benefit from WMG's investment while
growing entrepreneurial culture
NEW
YORK, Sept. 5, 2023 /PRNewswire/ -- Warner
Music Group (Nasdaq: WMG) has entered into a joint venture with
10K Projects, the groundbreaking
Los Angeles-based label founded in
2016 by Elliot Grainge. 10K Projects will become a standalone label
within the WMG ecosystem, bringing its superstar roster and next
generation team into the WMG fold. As 10K Projects continues to grow, the label and its
artists will benefit from WMG's investment, expertise, and global
infrastructure, including via support from ADA. Grainge will remain
CEO of 10K Projects, guiding the
company along with Co-Presidents Zach
Friedman and Tony Talamo.
Grainge will join WMG's global leadership team.
A fierce champion of exceptional talent, 10K Projects is home to stars such as Trippie
Redd, who in just five years has scored eight Top 5 albums and
mixtapes; Iann Dior, who spent eight weeks at No. 1 with the
infectious hit "Mood"; and Internet Money, whose multi-platinum
"Lemonade" boasts more than one billion Spotify streams and charted
in over 25 countries. 10K Projects
also launched the career of hip-hop sensation Ice Spice, who will
continue to record for 10K
Projects/Capitol Records.
"Joining Warner Music Group provides us with the backing, the
collective expertise and vision to empower our artists and our
employees on the next phase of our journey," said Elliot Grainge, Founder & CEO, 10K. "Max and Robert have been making all the
right moves to position WMG for the future in what I think is one
of the most fertile and exciting growth periods for the global
music business. They have also shown that they value the kind of
independent spirit and commitment to artist development that has
made 10K successful so far. I know I
speak for Zach, Tony and the entire team when I say how excited we
are to get started in our new home."
"Elliot and 10K don't just
discover original talent, they understand how to ignite fandom and
create fresh impact with each release. It's a label full of next
generation possibilities – with its artists, its leader, and its
team. As 10K joins our thriving
network of independent music brands, we're committed to giving it
the freedom and backing to reach new heights," said Max Lousada, CEO, Recorded Music, WMG.
"We welcome 10K's extraordinary artists, its talented founder
Elliot, and his entrepreneurial team to WMG. Together, we'll grow
our investment in artistry and accelerate the pace of our
innovation," said Robert Kyncl, CEO,
WMG.
10K Projects' artist roster
includes established superstars and fast-rising names, from rap
heavyweight 6ix9ine to viral pop duo Surfaces, as well as exciting
talent like Aitch, YTB Fatt, SXMPRA, COIN, and more. Grainge was
also behind the signing of XXXTENTACION in 2016. In just seven
years, 10K Projects' team of expert
digital marketers has been behind countless commercial and cultural
hits, including over 30 platinum-certified singles.
In 2022, Grainge struck a deal to bring Homemade Projects – the
label behind Gen Z talent including Surfaces, COIN, and Salem Ilese
– into the fold. Homemade also encompasses an influencer management
company with a roster of 20 clients including Jake Shane, Larray and others, and a merchandise
operation with clients, including Crime Junkie, Ali Wong, Emergency Intercom, Lala Kent, 100 gecs, Young the Giant, and
others. As part of the Homemade acquisition, the company's
co-founders Zach Friedman and
Tony Talamo came on board as
Co-Presidents of 10K Projects,
overseeing A&R, marketing, publicity, and creative for the
label.
Access accompanying images here.
Media Contacts
Warner Music
Group
James Steven
james.steven@wmg.com
Majeda Hussein
majeda.hussein@wmg.com
10K
Projects
John Vlautin
jv@spinlab.net
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SOURCE Warner Music Group Corp.