Warner Music and Elliot Grainge’s 10K Projects Strike Joint Venture

Zach Friedmanwill also remain in place atop the label’s leadership ranks. Additionally, Grainge will join WMG’s global leadership team, the company said.

“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,” Grainge said in a statement, pointing to Warner Recorded Music CEOas reasons behind the switch. “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.

10K will be bringing along its full roster of artists, which also includes Surfaces, Aitch, YTB Fatt, SXMPRA and COIN, among others, while through its Homemade Projects subsidiary it also manages influencers and has a merchandise operation that works with several artists as well. Ice Spice will continue to record for 10K Projects/Capitol Music Group.

“Elliot and 10K don’t just discover original talent, they understand how to ignite fandom and create fresh impact with each release,” Lousada said in a statement. “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.”

“We welcome 10K’s extraordinary artists, its talented founder Elliot, and his entrepreneurial team to WMG,” Kyncl added. “Together, we’ll grow our investment in artistry and accelerate the pace of our innovation.”

Source: Entertainment Trends (entertainmenttrends.net)

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